Globe Telecom highlighted its groundbreaking use of artificial intelligence (AI) to transform broadband infrastructure and customer experience during the World Broadband Association (WBBA) Broadband Development Conference 2025 held at the Kerry Hotel on June 19.

Globe’s Chief Commercial Officer and WBBA board member Darius Delgado joined industry leaders for a panel discussion titled “When AI Meets Broadband: Opportunities & Challenges,” where he laid out the telco’s evolving AI-led strategies that are reshaping broadband delivery in the Philippines.

“Essentially we start with our proposition in the market. We differentiate beyond price and speed, because that's plain vanilla to the customer, especially in the Philippines, in terms of broadband,” Delgado said.

He explained that Globe’s AI approach touches every link in the broadband value chain, from identifying high-growth service areas to optimizing the in-home experience. AI enables Globe to rapidly detect new demand areas—both greenfield and brownfield—and has led to a 90% improvement in fault detection accuracy and a 70% reduction in mean time to restore services.

“We have deployed AI to proactively manage the value chain, starting from the network. In terms of demand management and demand identification, knowing where the greenfield and brownfield areas are, we are able to identify more effectively and faster through AI,” Delgado said.

He added that AI now plays a direct role in improving the in-home broadband experience via automated band steering. “On top of this, we are improving customer experience with automated band steering. This allows for customers to be at the best speed within their vicinity at any given point in time.”

Beyond technical enhancements, Globe sees AI as essential in delivering personalized experiences for customers. “Our goal is to be proactively personalized,” said Delgado. “Even before the customer asks, we are able to give what they need. We are doing many initiatives to make our customers' lives better today.”

He emphasized that AI’s value extends beyond corporate use and should be embedded in the education system. “It has to be embedded in our educational curriculum, in our educational systems, in the way we study,” he said, adding that AI will become one of the “requisite skills because it is really so fundamental.”

Globe’s ongoing contributions to WBBA include participating in working groups focused on operational AI deployment and policy development tailored for emerging markets.

Through its WBBA membership, Globe collaborates with international leaders to drive innovation and shared learning aimed at building smarter, more inclusive broadband ecosystems.

“If AI enables us humans to have that level of productivity, it will open all of our eyes to more opportunities we normally don't see today,” Delgado concluded.