Globe took the global stage at Mobile World Congress (MWC) Shanghai 2026, where President and CEO Carl Cruz did the keynote speech during the opening plenary. He joined Vivek Badrinath of Vodafone Group, Chen Zhongyue of China Mobile, Zhang Zhiyong of China Telecom, Wang Tao of Huawei, and John Hoffman of the GSMA to discuss how artificial intelligence is reshaping the future of connectivity and the telecommunications industry.
During the keynote, he shared Globe’s vision for becoming an AI-powered organization, emphasizing that AI’s true value lies not in the technology itself but in how it improves lives and creates meaningful outcomes for customers, employees, businesses, and communities. “The conversation is no longer about whether organizations should adopt AI. The challenge is how we scale it responsibly and ensure that the benefits extend beyond business outcomes to the people we serve,” said Cruz.
Cruz noted that the Philippines is well positioned to benefit from AI, given the country’s high level of digital engagement. With nearly 97.5 million internet users, 142 million mobile connections, and 90.8 million social media user identities, Filipinos are already deeply connected and increasingly comfortable using digital technologies in everyday life.
For Globe, AI is an extension of its mission to improve lives through technology. The company sees AI as a tool that can help people become more productive, learn new skills, grow their businesses, and access more relevant digital experiences.
Building on this vision, Globe established a dedicated AI Group in 2024 and appointed its first Chief AI Officer, Anton Bonifacio, who now serves as Chief Intelligence and Trust Officer. The move brought together AI, data, cybersecurity, and data privacy under a unified leadership structure, reinforcing Globe’s commitment to advancing innovation while maintaining trust and accountability. To scale AI responsibly across the enterprise, Globe continues to strengthen core drivers including data readiness, technology modernization, process transformation, AI fluency, and security and trust.
The company also focused on democratizing AI within the organization by providing employees access to tools, training, and safe environments to experiment. These efforts have resulted in more than 260 AI use cases, from live solutions to initiatives still being developed. Together, these use cases help foster a culture where innovation can emerge from teams closest to customers and day-to-day operations. To scale that momentum, Globe is using a hub-and-spoke model that combines centralized expertise, governance, and reusable capabilities with business-led innovation closer to the edge.
As Globe continues to scale its AI capabilities, it is concentrating on four strategic areas: hyper-personalization, customer experience, intelligent networks, and new products and services. These priorities are designed to help the company deliver more relevant customer experiences, improve operational performance, strengthen network responsiveness, and unlock new sources of growth.
“AI is not an end in itself. It is a means to serve customers better, make smarter decisions, strengthen our competitiveness, and unlock new opportunities for growth,” Cruz said. “As a technology and telecommunications company, we believe we are only beginning to scratch the surface of what is possible. The possibilities are immense, and we are just getting started.”
