Globe joined global industry leaders at the World Broadband Association (WBBA) Broadband Development Conference 2025 in Shanghai to explore the convergence of broadband infrastructure and artificial intelligence (AI). The panel discussion, held on June 19 at the Kerry Hotel, featured the session “When AI Meets Broadband: Opportunities & Challenges.”
Representing Globe was Chief Commercial Officer and WBBA board member Darius Delgado, who shared how the company is leveraging AI not just to modernize operations, but to redefine the broadband customer experience in real, measurable ways.
“Essentially we start with our proposition in the market. We differentiate beyond price and speed, because that’s plain vanilla to the customer, especially in the Philippines, in terms of broadband.”
Globe’s AI-led approach spans the entire broadband value chain, from infrastructure planning to in-home experience. AI helps Globe quickly spot where there’s room to grow, whether in new areas or places where it already has service, so the company can expand more efficiently. In operations, AI has improved fault detection accuracy by 90% and reduced mean time to restore by 70%, resulting in faster, more reliable service restoration. AI is also integrated into the in-home network experience through automated band steering, ensuring customers always receive the best speed possible based on location and usage.
“We have deployed AI to proactively manage the value chain, starting from the network. In terms of demand management and demand identification, knowing where the greenfield and brownfield areas are, we are able to identify more effectively and faster through AI,” Delgado explained.
“On top of this, we are improving customer experience with automated band steering. This allows for customers to be at the best speed within their vicinity at any given point in time.”
Beyond the significant efficiencies in network operations, the excitement for AI is in its ability to support Globe’s promise to level up the delivery of customer experience, particularly through hyper-personalization.
“Our goal is to be proactively personalized,” says Delgado. “Even before the customer asks, we are able to give what they need. We are doing many initiatives to make our customers’ lives better today.”
Delgado also stressed the need to view AI as a foundational skill, and not just a corporate tool, “It has to be embedded in our educational curriculum, in our educational systems, in the way we study.”
The role of AI can be foundational to learning and expected to be “among the requisite skills because it is really so fundamental.”
Globe continues to contribute practical insights to WBBA working groups, particularly in operational AI deployment and policy development for emerging markets.
Globe’s WBBA membership enables collaboration with global industry leaders, fostering mutual learning, sharing, and innovation to enhance broadband experiences for everyone.
The company’s approach blends commercial innovation with societal responsibility—ensuring AI enables smarter infrastructure, protects users, and empowers employees.
“If AI enables us humans to have that level of productivity, it will open all of our eyes to more opportunities we normally don’t see today,” Delgado concluded.
To learn more about Globe, visit https://www.globe.com.ph/.
