Globe CEO Outlines AI Vision at MWC Shanghai 2026

Globe President and CEO Carl Cruz took the global stage at Mobile World Congress (MWC) Shanghai 2026, delivering a keynote during the opening plenary alongside industry leaders from Vodafone Group, China Mobile, China Telecom, Huawei, and the GSMA to discuss how artificial intelligence is transforming connectivity and the telecommunications industry.

Joining Vivek Badrinath of Vodafone Group, Chen Zhongyue of China Mobile, Zhang Zhiyong of China Telecom, Wang Tao of Huawei, and GSMA CEO John Hoffman, Cruz outlined Globe’s vision of becoming an AI-powered organization anchored on responsible innovation, trust, and human impact.

“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,” Cruz said.

Rather than viewing AI as simply another technology, Cruz emphasized that its real value lies in improving lives and creating meaningful outcomes for customers, employees, businesses, and communities.

He noted that the Philippines is well-positioned to capitalize on AI, citing the country’s strong digital adoption. With nearly 97.5 million internet users, 142 million mobile connections, and 90.8 million social media user identities, Filipinos are increasingly embracing digital technologies in their everyday lives.

For Globe, AI is an extension of its mission to improve lives through technology. The company sees AI as an enabler that helps people become more productive, acquire new skills, grow their businesses, and enjoy more relevant digital experiences.

To accelerate 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 role brings together AI, data, cybersecurity, and data privacy under a unified leadership structure, reinforcing the company’s commitment to innovation while safeguarding trust and accountability.

Globe continues to strengthen the foundations needed to scale AI responsibly across the enterprise, focusing on data readiness, technology modernization, process transformation, AI fluency, and security.

The company has also prioritized democratizing AI across its workforce by giving employees access to AI tools, training, and secure environments for experimentation. These initiatives have already generated more than 260 AI use cases, ranging from deployed solutions to projects currently under development.

According to Globe, these efforts are helping cultivate a culture where innovation can emerge from teams closest to customers and day-to-day operations. Supporting this approach is a hub-and-spoke operating model that combines centralized AI governance and expertise with business-led innovation across the organization.

Looking ahead, Globe is concentrating its AI investments on four strategic priorities: hyper-personalization, customer experience, intelligent networks, and the development of new products and services. These focus areas aim to deliver more personalized customer experiences, improve operational efficiency, enhance network performance, and create new growth opportunities.

“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.”