MANILA, Philippines — Globe Telecom has generated P1.2 billion in business benefits from its artificial intelligence (AI) initiatives, including additional revenue, cost avoidance and productivity gains, as it shifts its focus from technology adoption to measurable financial results.
As of August 2026, the company's generative AI (GenAI) and AI and machine learning (AI/ML) initiatives had delivered a reported return of 2.8 times its AI investments, based on Globe's initial enterprise measurement.
More than P825 million of the benefits came from incremental revenue generated by AI-powered commercial and customer initiatives, making it the largest contributor to the company's reported gains.
These initiatives include the use of AI to tailor customer offers and experiences across Globe Rewards, roaming, lending and postpaid services.
"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," Globe President and Chief Executive Officer Carl Cruz said.
"That is why we are putting greater discipline around measuring the value AI creates," he added.
Globe also reported P368 million in realized cost avoidance from AI applications in finance, customer engagement, marketing technology and order management.
The company said it had integrated AI into existing business processes to address specific operational challenges and improve efficiency.
AI-enabled productivity and automation accounted for 52,000 work hours saved, equivalent to P28 million in productivity gains. The time saved allows employees to spend less time on repetitive tasks and focus more on work requiring judgment and collaboration, Globe said.
The company did not characterize the combined P1.2-billion figure as net profit, with its benefits spanning additional revenue, cost avoidance and productivity gains.
Meanwhile, AI adoption across Globe reached 90 percent of the organization in August, while its community of AI builders expanded to more than 450 employees.
The growing pool of employee developers has enabled teams beyond dedicated technology units to create AI solutions for specific business needs, the company said.
With AI already widely used across its operations, Globe said it would focus on improving how it measures and tracks the business value of its investments, aiming to make results more precise and accountable as the technology becomes further integrated into daily operations.
