How True Corporation Built a Three-Pillar AI Strategy Around People, Operations, and Growth

Thailand’s True Corporation has built its path to becoming an AI-native organization around three distinct pillars — and according to its Chief Data and AI Officer, the one advantage competitors can’t easily copy is people.

Speaking at the AI Revolution Shift 2026 seminar in Bangkok, Joao Pedro Azevedo Oliviera outlined how True structured its AI transformation to work at every level of the business.

The Three Pillars

1. AI for All

This pillar focuses on preparing every employee for the AI era — through training, tools, and support systems. But it also extends outward: True is working to widen public access to AI and ensure customers can use it safely and reliably.

2. AI Powered Operations

True is using AI to transform how its telecom network runs. A key example is "Genie" — an AI-powered system that has evolved from a basic agent into a full Agentic AI capable of real-time action. Genie can reroute traffic automatically when problems arise and has self-healing capabilities, allowing the network to recover without human intervention. The result: improved network stability and significantly lower operating costs.

3. AI Growth Engine

The third pillar uses AI to generate new revenue. True has invested in hyper-personalization to improve customer targeting and message timing. It also deployed "Mali" — a GenAI voice and chat assistant — which handles customer questions and requests directly, reducing call center dependency and improving satisfaction.

The Human Advantage

Oliviera was direct about competitive differentiation: "The real difference does not lie in technology alone, but in the human capital and teams the company has built over time." True’s years of investment in data analytics and machine learning before the AI era gave it a team that now serves as the backbone of its AI operations.

His closing point: in the AI economy, the one thing that must never stop is learning.

Read the full article on The Nation Thailand