Globe incorporates AI to address changing customers' needs

Telecommunications firm Globe Telecom Inc. said it has integrated generative AI (GenAI) to cater to customers' evolving needs, streamline its operations, optimize network performance, and elevate customer service.

"The integration of generative AI is central to our efforts to improve both our operational processes and the services we provide. AI enables us to drive efficiency and sustainability, ensuring that we meet the evolving needs of our customers and the environment," said Anton Bonifacio, Globe’s chief AI officer.

On customer service, Globe plans to adopt AI models that understand Tagalog that will serve as conversational AI to better understand and respond to customer queries, reduce wait times, and increase satisfaction.

GCash, Globe’s financial services arm, gains from AI through automated credit scoring, enabling faster, more accurate loan approvals for its customers. 

Globe said the GSMA’s outlook for 2025 showed that telco operators all over the world are taking advantage of AI to reach their business objectives, especially enhancing customer experience and financial performance. — VBL, GMA Integrated News