Philstar.com
September 8, 2025 | 12:01am
MANILA, Philippines — Synthetic intelligence is greater than only a highly effective software — it calls for a shift in how leaders suppose and organizations function.
That is in keeping with Globe President and CEO Carl Cruz, who joined fellow executives in a high-level panel on the Amazon Net Providers (AWS) Cloud Day Philippines 2025.
There, the panelists mentioned the prospect of navigating the GenAI revolution, with Cruz emphasizing that AI isn’t merely about automating duties or chopping prices.
“Generative AI has moved us previous automation and into a brand new age of augmented intelligence,” he stated. “It’s not about doing issues sooner; it’s about unlocking creativity and creating relevance at scale.”
Cruz shared how Globe is embedding AI throughout its operations to drive effectivity, elevate buyer expertise, and allow innovation at each degree. He stated the corporate’s Web Promoter Rating of 49 — nicely above the trade benchmark — displays its success in delivering hyper-personalized companies via clever techniques.
“We’re utilizing AI to anticipate wants and join with folks extra meaningfully,” he stated.
Cruz pointed to Globe’s inner AI Enablement Program, which empowers staff to construct their very own AI instruments with out a coding background. He cited one crew created a bot that expanded dialog audits from 5% to 100%, chopping prices dramatically and bettering high quality assurance. This, in keeping with Cruz, is proof that innovation doesn’t all the time have to return from the highest.
Cruz additionally careworn the significance of accountable improvement. For example, he stated his firm continues to advertise the moral use of AI via its AI Advocacy Guild, a neighborhood of apply centered on advancing accountable innovation throughout the group, constructing on its information privateness and cybersecurity strengths. Strategic alliances with GSMA, OpenAI and Singtel’s International Telco AI Alliance reinforce this dedication to world finest practices.
Globe’s strategy, which Cruz calls the “AI Kitchen,” prioritizes core capabilities and scalable foundations earlier than rolling out particular person AI use instances.
“We assess each like a enterprise case,” he stated. “We don’t construct for the sake of it, we construct for influence.”
He acknowledged the challenges that include AI adoption, from legacy techniques to regulatory constraints, however stated Globe is addressing these via devoted readiness packages centered on integration and information maturity.
Because the panel concluded, Cruz urged fellow leaders to embrace curiosity, empower groups, and commerce certainty for adaptability.
“GenAI isn’t only a know-how shift, it’s a mindset shift,” he stated. “We’re constructing a future the place each Filipino is a digital Filipino who is supplied to thrive in an AI-powered world.”
