As businesses accelerate their use of artificial intelligence, the conversation is shifting from how widely AI is being adopted to a more fundamental question: What value is it actually creating? Globe is beginning to put numbers behind that question, reporting ₱1.2 billion in measurable benefits from its generative AI (GenAI) and AI and machine learning (AI/ML) initiatives as of August 2026.
The benefits span incremental revenue, cost avoidance, and employee productivity, showing how AI is beginning to contribute across different parts of the business. Based on Globe's initial enterprise measurement, these benefits translate to a 2.8x return on its AI investments, reflecting Globe's growing focus on measuring AI through tangible business outcomes rather than adoption alone.
“The real measure of AI is not how many people are using it, but what it actually improves. We want to see it translate into better experiences for our customers, more intelligent ways of working for our people, and tangible results for the business. That is why we are putting greater discipline around measuring the value AI creates,” said Carl Cruz, Globe President and CEO.
The largest share of measurable value has come from AI-powered commercial and customer initiatives, which generated over ₱825 million in incremental revenue. These include the use of AI to make customer offers and experiences more relevant across areas such as Globe Rewards, roaming, lending, and postpaid services, demonstrating how AI can strengthen customer engagement while contributing to business growth.
Globe also recorded ₱368 million in realized cost avoidance through initiatives spanning finance, customer engagement, marketing technology, and order management. Rather than deploying AI as a standalone technology, the company has embedded it into existing processes where it can solve specific operational challenges and improve how work gets done.
AI-enabled productivity and automation have also resulted in over 52,000 realized hours saved, equivalent to ₱28 million in productivity gains. Beyond the peso value, the hours saved provide a tangible measure of how AI can reduce time spent on repetitive work, allowing employees to focus on higher-value tasks that require greater judgment and collaboration.
These business outcomes come as AI becomes increasingly embedded across Globe, with enterprise AI adoption reaching 90% as of August 2026. The company's community of AI builders has also grown to over 450 employees, expanding the capability to develop AI solutions beyond dedicated technology teams and enabling more parts of the organization to address business problems with AI.
With AI already widely used across the organization, Globe's next phase will focus on making every AI investment increasingly measurable and accountable. The company aims to build an AI capability where business value can be tracked more precisely and continuously improved as AI becomes a deeper part of everyday operations.
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PSE: GLO
