GenAI seen to improve service for evolving needs

Globe Telecommunications Inc. is integrating generative artificial intelligence (GenAI) to streamline operations, optimize network performance and improve customer service, the company said.

Anton Bonifacio, Globe’s chief AI officer, said in a statement that the integration is “central to our efforts to improve both our operational processes and the services we provide.”

He said AI enables the company to drive efficiency and sustainability.

Globe cited a GSMA outlook for 2025 that showed telecommunications operators worldwide are using AI to achieve business objectives, particularly enhancing customer experience and financial performance.

It has also established a dedicated AI Group, becoming the first company in the Philippines to do so.

For customer service, Globe said it plans to adopt AI models that understand Tagalog to serve as conversational AI.

The company said this will help it better understand and respond to customer queries, reduce wait times and increase satisfaction.

GCash, Globe’s financial services arm, uses AI for automated credit scoring, enabling faster and more accurate loan approvals, the company said.

Globe said it has adopted the GSMA’s Responsible AI Maturity Roadmap to ensure its AI systems deliver business value and contribute to sustainable development.