The Philippines’ two largest telecom companies, PLDT Inc. and Globe Telecom, are embracing artificial intelligence (AI) to improve operations and customer service, reflecting a broader national trend toward adopting new technology.
The Department of Information and Communications Technology (DICT) says AI can be highly beneficial to sectors such as healthcare, agriculture, transportation and finance. The DICT also noted that AI has the potential to boost global gross domestic product (GDP) by up to 7 percent by 2030, with the Philippines specifically poised to unlock $79.3 billion in productive capacity.
The Philippines leads the world in interest for generative AI, with 5,288 searches per 100,000 people for generative AI tools and 5,236 searches per 100,000 for text-generation AI, according to the DICT.
Globe Telecom
Globe is using AI to speed up automation and improve decision-making, said president and chief executive Carl Cruz. “Innovation only matters if it creates real impact,” he said.
One of the most significant changes is in the company’s human resources department, which has fully integrated AI into its recruitment process using HireVue, an AI-powered platform that combines video interviews with skills assessments. This shift has cut the overall hiring cycle from weeks to just a few days.
In its network group, Globe uses AI for tasks ranging from coding and data forecasting to anomaly detection and repair diagnostics. The company has also implemented AI-assisted solutions through the EdgeWise platform to optimize energy consumption, which supports both cost control and sustainability goals.
AI is also being used by the marketing team to accelerate content creation and streamline workflows. Tools like Gemini and ChatGPT are used for drafting memos and reports, while Canva Magic Studio helps with visual content.
Cruz said AI is being applied across all functions to serve customers better and faster, from expanding chatbots for efficiency to using large language models for sentiment analysis.
PLDT
PLDT is preparing its workforce for “intelligent connectivity” by investing in AI bootcamps and upskilling programs. “If our people don’t embrace AI, there’s no way we can lead with it,” said Menardo Jimenez Jr., PLDT chief operating officer and chief technology officer.
Jimenez said the combination of 5G and AI is driving PLDT’s evolution from a traditional provider into a key player in developing next-generation solutions. “It is the power of both 5G and AI that will deliver the magic. Not just one or the other,” he said.
PLDT operates the Philippines’ largest data center network and is the only provider capable of offering GPU services essential for AI processing.
These assets position PLDT to meet the increasing demand from enterprises for scalable, high-performance AI solutions.
