Globe mulls AI use in customer service

MANILA, Philippines — Ayala-led Globe Telecom Inc. is exploring the possibility of using artificial intelligence (AI) in a number of its routine tasks relating to customer service.

Globe president and CEO Ernest Cu said in a television interview that AI might soon be incorporated in the way the firm delivers customer service to cut costs and enhance efficiency.

“Given the fact that we are driving automation toward cost and operational efficiency, I think this (AI) is going to be a big contributor to our exercise,” Cu said.

According to Globe, AI could be maximized in improving customer experience based on use cases.

The digital solutions platform sees the potential of AI in customer care, data collection and outbound calls.

Cu said one of the most promising applications of AI is in the delivery of customer interactions entirely in Filipino.

He added that AI in this area managed to complete the tasks assigned to it similar to how a human would do it.

“I was truly amazed and impressed at how human the conversation was and how effective it will be given the fact that we are driving toward automation, toward cost-cutting and efficiency,” Cu said.

The Globe chief, however, said that this is not the first time that the telco would deploy AI in its operations, citing multiple cases in the past wherein it automated some of its functions.

Globe has introduced the Digital Usher for Disasters and Emergencies that acts as its health monitor used mainly for the delivery of programs companywide during the height of the COVID-19 pandemic.

It also developed Wanda, a recognition chatbot, which allows employees to pass on electronic cards to one another.

Globe also made an AI-powered chatbot called Employee Virtual Assistant that can answer frequently asked questions on human resources.

Cu said the use of chatbots within the organization helped Globe adopt a multi-faceted approach in collaborating and engaging with its employees.

Chatbots, he said, boosted the daily experience of workers especially at the peak of the pandemic.

The world has seen a rise in the use of generative AI, or programs that can create images, texts and videos based on available data.

Tech experts like Tesla CEO Elon Musk and Apple co-founder Steve Wozniak in March issued an open letter demanding the suspension of new AI development for six months to allow governments to catch up with the trend and develop regulations.