True Corporation highlights artificial intelligence as a new engine driving Thailand’s economy, centered on “AI: New Engine of the Thai Economy,” at the “AI Revolution SHIFT 2026” seminar, Shaking the Global Economy. The initiative marks a pivotal moment as Thailand transitions into a fully AI-powered economy.
True also outlined its direction to become an AI-First Telco-Tech company, driving AI adoption at a national scale while establishing a robust AI Governance framework. Central to this is the formation of an AI Council, serving as the core mechanism to support sustainable growth as the digital economy evolves into an AI-driven economy.
Mr. Joao Pedro Azevedo Oliveira, Chief Data and AI Officer at True Corporation Public Company Limited, said, “The world is entering a new era where AI is no longer an optional technology but a core driver of economic growth, productivity, and global competitiveness, comparable to the impact of electricity and the internet.
AI will not only enhance businesses but redefine how economies grow. For Thailand, the key question is not whether to adopt AI, but how quickly it can scale across all sectors of society.”
True Corporation is accelerating its transformation into an AI-First Telco-Tech company, focusing on two key pillars alongside a concrete AI Governance framework:
- AI-Powered Operations aims to transform how the organization operates by leveraging AI to predict and prevent network issues, automate repetitive tasks, and improve operational efficiency. This leads to higher service quality, faster response times, and enables employees to focus on higher-value work.
- AI as a Growth Engine positions AI as a driver of new business opportunities by enabling deeper customer insights, developing more relevant services, and supporting Thai SMEs to expand into global markets. The result is new business models, stronger customer relationships, and long-term competitive advantage, reinforcing the role of the private sector as a key foundation of national economic growth.
“Effective AI adoption requires infrastructure that can reach people at scale, whether networks, data, or customer base, and this is where telecom operators like True are uniquely positioned,” Mr. Oliveira added, highlighting real-world AI use cases.
True Corporation has developed and deployed AI use cases across two key areas:
- Genie in network operations, an Autonomous Network Operations system that predicts issues in advance, automatically reroutes traffic, and enables self-healing. This improves operational efficiency, enhances service quality, and reduces resolution time from hours to minutes.
- MARI, a virtual agent powered by hyper-personalization, learns customer behavior in real time to deliver relevant offers at the right moment while providing instant support. It addresses pain points such as irrelevant promotions and long wait times, resulting in higher customer satisfaction, increased revenue, and lower service costs.
“Alongside developing AI use cases, True Corporation has formally introduced a Responsible AI policy, reflecting that AI adoption is not a short-term initiative but a long-term structural transformation. The governance framework enables the organization to deploy Responsible AI with speed and confidence, grounded in strong principles of privacy and data security,” Mr. Oliveira added.
Importantly, what True believes to be the real competitive advantage is not technology alone, but people. The company places strong emphasis on continuously developing human capital, particularly by upskilling employees in AI across the organization, enabling everyone to apply AI effectively in their daily work. This is complemented by empowering individuals with the skills and opportunities to grow in the digital era, not only driving the organization forward but also ensuring employees are well equipped to adapt and thrive sustainably in an increasingly AI-driven world.
Establishing a Responsible AI Governance Framework
At the core of Responsible AI is the establishment of an AI Council, comprising cross-functional experts in technology, risk, legal, and compliance. The council oversees four key areas: AI Risk Oversight, AI Lifecycle Governance, Third Party AI Oversight, and AI Reporting and Escalation, covering the entire lifecycle from development to deployment.
This approach ensures consistent AI standards across the organization without slowing innovation, while building stakeholder trust in transparency, accountability, and regulatory readiness at both national and global levels.
“True Corporation is among the first companies in Southeast Asia to implement a comprehensive Responsible AI policy, covering both internal use and customer-facing services, based on Privacy by Design, Fairness and Inclusivity, and Transparency and Accountability. Supported by an AI Governance Charter, this ensures clarity of roles, regulatory readiness, and oversight across all AI use cases. For True, Responsible AI is not optional, but the foundation for sustainable growth,” Mr. Oliveira said.
