The PLDT group said it is leaning on artificial intelligence (AI), automation, and infrastructure development to drive its digital transformation, shaping the future of telecommunications.
This direction was noted in the recent P&A Grant Thornton Economic and Industry Forum, where Branden Dean, PLDT and Smart vice president for IT Intelligent Automation Technologies, discussed how AI is changing how telcos connect with customers and operate.
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Dean said that today’s connectivity goes beyond access, emphasizing that it is “about intelligence, agility, and personalization.”
Speaking before business leaders and subject-matter experts, Dean said the PLDT group uses AI to understand customer behavior, deliver hyper-personalized services and take proactive action—from predictive analytics that anticipate network issues to AI-powered virtual agents that improve customer service.
Internally, tools like robotic process automation (RPA) platforms are streamlining workflows, cutting costs and improving efficiency. Dean acknowledged that challenges remain, including legacy systems, cybersecurity threats and the need to strengthen digital adoption and upskill talent.
To support its AI ambitions, PLDT recently unveiled VITRO Santa Rosa (VSR), which it calls the country’s first AI-ready hyperscale data center built specifically for AI workloads.
Located in Laguna’s fast-growing technology corridor, VSR was built by VITRO Inc., a subsidiary of ePLDT and the data center arm of PLDT.
With 50 megawatts of power capacity, the facility now hosts live GPU servers powering ePLDT’s AI Stack solution. The new AI offering from ePLDT will allow enterprises to use powerful computing resources without needing their own advanced systems.
VSR is fully integrated into PLDT’s nationwide fiber footprint and global subsea cable systems, ensuring high availability, scalability and security.
As global AI adoption accelerates, VSR strengthens the Philippines’ bid to become a regional hub for digital innovation. It also supports the country’s ambitions to attract global investment, foster local technology development and drive economic growth.
Dean cited the importance of moving with urgency. “It’s not about whether we should transform—it’s about how bold, how quick, and how human-centric we can make it,” he said.
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