MANILA, Philippines—Globe President and CEO Carl Cruz showcased the telecommunication company’s artificial intelligence (AI)-driven transformation and its digital inclusion policy as it aims to make connectivity an enabler for progress in the Philippines.
Cruz highlighted how AI serves as a strong catalyst for transformation within Globe at The Great Indoors Podcast, hosted by Matthew Roberts, Customer Marketing Head of Amdocs, during the Mobile World Congress (MWC) 2026 in Barcelona, Spain.
With the Philippines being an archipelagic nation of over 7,600 islands, serving 65 million customers has both challenges and opportunities, Cruz said.
“This is where our recent Starlink partnership announcement on direct‑to‑device satellite technology becomes transformative,” he said.
“By complementing mobile and fiber with satellite, we can now reach the remaining 4 percent of the population living in mountainous and remote areas, bringing our coverage closer to 100 percent,” he stressed. “This breakthrough ensures that even the most underserved communities can finally participate in the digital world, access government services online, and be fully connected.”
The top Globe executive emphasized that the company is redefining customer centricity in the digital‑first era by investing in AI‑driven care, self‑service platforms, and proactive network monitoring to resolve issues before they disrupt lives.
“Central to this commitment is the GlobeOne App, which empowers subscribers to manage accounts, track usage, pay bills, and access hyper‑personalized offers seamlessly, placing control and convenience directly in the hands of every customer,” Cruz said.
The Great Indoors, which is now in its 12th season, explores how storytelling drives technological innovation and bridges the gap between complex advancements like AI and the human experience. Cruz’s participation highlighted Globe’s evolving role from a telco to a trusted lifestyle partner, enabling education, livelihood, healthcare, and digital inclusion across the country.
Globe has been committed to ‘customer-centricity, sustainability and partnerships’ that expand universal access, said Cruz as he described his first year as CEO to be both humbling and energizing.
“Being truly customer‑centric means ensuring that our subscribers are safe in the digital space. We operate in a world where connectivity is essential, but protection is equally critical,” he explained.
Cruz underscored how initiatives such as AI‑driven personalization, disaster response, and collaborations with global partners like Starlink and Amdocs are shaping a more inclusive digital future for Filipinos.
Citing Globe’s proactive stance against online risks, he noted that the company was among the first operators globally to stop sending SMS messages containing links as early as five years ago. This pioneering move was designed to shield subscribers from potential scams and malicious content.
The initiative reflects Globe’s broader mission to go beyond providing connectivity by educating and informing subscribers on digital safety, Cruz said. “We have successfully prevented more than 12 billion spam and scam messages from reaching our customers. It’s second nature to us because safeguarding our subscribers is part of our responsibility as a trusted network,” he said.
Cruz reiterated Globe’s commitment to diversity and inclusion, describing it as a business philosophy. “By ensuring its workforce reflects the diversity of the Filipino population, Globe strengthens its customer‑centric culture and ability to serve varied needs across the nation,” he said.
