This was the result of automated workflows and enhanced sales support, reductions of manual tasks and improvements in case resolution outcomes.

A significant digital transformation effort, aimed at improving customer experience and operational efficiency through AI and automation technologies, Globe Business, the enterprise arm of Globe Telecom Inc. in the Philippines, was announced on 2 October 2025.

Previously challenged by high volumes of manual customer service tasks and duplicated support tickets, the firm had sought to streamline its workflows and deliver faster, more personalized service to customers. To address these challenges, Globe Business implemented a unified platform integrating multiple AI-powered solutions focused on customer service automation and sales support.

Key technical approaches included:

  • Automated triage and classification of incoming customer emails using AI models, enabling routing to appropriate resolution teams
  • Generative AI capabilities assisting customer service agents in drafting responses and gathering additional case information to improve accuracy
  • Reduction of duplicate support cases via data cleansing and AI detection, leading to a 28% decrease in customer support ticket volume
  • Intent classification achieving 80% accuracy in identifying customer needs, accelerating case handling and resolution
  • Deployment of an agentic AI assistant for sales teams, providing instant access to relevant customer data to facilitate understanding, anticipation, and personalized engagement in the field
  • Automation of routine customer service workflows, freeing employees to focus on complex issues and enhancing operational productivity by 34%

KD Dizon, Head of Globe Business, noted: “The technology has enabled our teams to move beyond manual tasks and focus on truly understanding and connecting with our customers. Transparency about our AI use and feedback-seeking remain important to how we operate.”

According to Abraham Cuevas, Regional Vice President and Country Manager (Philippines), Salesforce, the vendor involved in the project: “Customer expectations in the telecommunications industry have never been higher, especially in the areas of speed and service quality,” adding that his firm is committed to helping such firms “shape the future of customer and business innovation.”