Globe took the global stage at Mobile World Congress (MWC) Shanghai 2026 as Carl Cruz, president and CEO of Globe, delivered the keynote during the opening plenary alongside executives from leading global telecommunications companies. The discussion explored how artificial intelligence is reshaping connectivity and the future of the telecommunications industry.
Joining Cruz on the panel were executives from Vodafone Group, China Mobile, China Telecom, Huawei, and the GSMA. During his keynote, Cruz emphasized that AI should be measured not by the sophistication of the technology itself but by its ability to improve the lives of 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,” Cruz said.
Building AI Around People
Cruz said the Philippines is well positioned to benefit from AI because of its strong digital adoption. The country has nearly 97.5 million internet users, 142 million mobile connections, and 90.8 million social media user identities, creating an environment where digital technologies are already part of everyday life.
For Globe, AI supports the company’s broader mission of improving lives through technology. It sees artificial intelligence as a tool that can help people become more productive, develop new skills, grow their businesses, and access more relevant digital experiences.
Scaling AI Responsibly
To support its AI transformation, Globe established a dedicated AI Group in 2024 and appointed Anton Bonifacio, chief intelligence and trust officer, as its first Chief AI Officer. The structure brings together AI, data, cybersecurity, and data privacy under a unified leadership framework to strengthen innovation while maintaining trust and accountability.
The company continues to strengthen key capabilities that support enterprise-wide AI adoption, including data readiness, technology modernization, process transformation, AI fluency, and security.
Globe has also focused on making AI more accessible across the organization by giving employees access to AI tools, training, and opportunities to experiment in controlled environments. These initiatives have produced more than 260 AI use cases, ranging from deployed solutions to projects still under development.
To support continued innovation, Globe uses a hub-and-spoke model that combines centralized governance and technical expertise with business-led innovation across different teams.
Four Strategic Priorities
As Globe expands its AI capabilities, the company is concentrating on four strategic priorities:
- Hyper-personalization
- Customer experience
- Intelligent networks
- New products and services
According to Globe, these focus areas are intended to deliver more relevant customer experiences, improve operational efficiency, strengthen network performance, and create new opportunities for business 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.”
In Summary
At Mobile World Congress Shanghai 2026, Globe president and CEO Carl Cruz presented the company’s vision for responsible AI, emphasizing people, trust, and purpose over technology alone. Globe’s strategy combines governance, employee empowerment, and enterprise-wide AI adoption to improve customer experience, strengthen network operations, and support future growth.