Manila, Philippines – Carl Cruz, president and CEO of Globe Telecom, said it forces artificial intelligence (AI) to rethink not only its business but also the kind of leadership needed to thrive in a rapidly changing digital world.
Speaking at Amazon Web Services (AWS) Cloud Day Philippines 2025, Cruz joined an industry executive panel on navigating the Generated AI Revolution. He argued that AI is no longer about automating and cost savings, but also about “unlocking creativity and creating relevance at scale.”
“Generated AI has moved past automation and into a new era of augmented intelligence,” Cruz said. “It's not about making things faster anymore. It's about doing things differently and meaningfully.”
Cruz highlighted how Globe embedding AI throughout its business, citing the industry-leading Net Promoter score of 49 as evidence of improved customer experience through hyper-personalized services. He pointed to the company's AI enablement program that allows employees to build tools without coding skills. One team developed a bot that expands conversational audits from 5% to 100%, reducing costs while increasing quality assurance.
He emphasized that Glove's innovation is not limited to top leadership. “This shows that groundbreaking ideas can come from anywhere within the organization,” he said.
Cruz also pointed to the company's commitment to ethical AI. Glove has established the AI Advocacy Guild to promote responsible development and is working with global partners such as GSMA, Openai and Singtel-led Global Telco Ai Alliance to meet international standards.
To guide that strategy, Glove uses what Cruise calls “AI Kitchen.” This builds the core functionality before deploying the use case.
“We don't build for that,” he said. “We build for impact.”
While acknowledging hurdles such as legacy systems and regulatory constraints, Cruz said Globe is investing in a preparation program for integration and data maturation to smoothly invest in adoption.
He urged business leaders to embrace curiosity and flexibility in the face of technological change.
“Genai is not just a technological change, it's a change in thinking,” Cruz said. “We are building a future where all Filipinos are digital Filipinos, where they are digital Filipinos, where they can thrive in an AI-powered world.”
