True Corporation Plc plans to expand its use of artificial intelligence across network operations, customer service and business sales as it seeks to sustain growth into 2027 amid continued economic pressure in Thailand.
The telecom operator is developing a digital replica of its network to help anticipate service disruptions, while equipping frontline employees with AI tools to make local business decisions. It is also revamping its business-to-business sales process to expand services beyond connectivity, including cloud, cybersecurity and digital solutions.
The plans follow what True described as record third-quarter results in 2026, although the company provided no financial figures in the announcement.
Group chief executive Sigve Brekke said the next phase would focus on translating AI adoption into measurable business results, building on the company’s transformation efforts.
“For us, AI is about reinventing our business, not simply implementing technology or pursuing isolated use cases,” he said. “Since starting our AI transformation journey, we have begun to see tangible business impact and value for customers. We aim to scale this capability as we move into 2027.”
Network operations are a priority. True is developing a system called Network Twin, a digital representation of its physical infrastructure covering network sites, fibre, power systems and data centres. The system is designed to help teams identify potential failures before they affect services, diagnose disruptions, improve energy efficiency and plan network upgrades.
The company aims to use AI to anticipate network problems and support operational decisions, with the intended benefits of fewer service interruptions and faster recovery.
True is also applying AI to its local market operations through a model that divides the country into more than 6,000 small market areas, some measuring 600 by 600 metres. About 1,100 frontline employees, designated as “Mini-CEOs”, are responsible for identifying opportunities and responding to local demand.
These employees can access AI-generated business insights on mobile devices, combining company data with their knowledge of local markets. True said the approach was intended to coordinate decisions across mobile, home broadband and enterprise services around customer needs.
Business customers represent another growth opportunity as True seeks to broaden its revenue base beyond connectivity. The company cited a GSMA Intelligence study of 11 leading global telecom operators, which found that B2B services accounted for about 30% of their total revenue on average.
True is redesigning its B2B sales process around unified customer data and AI tools to help sales teams identify business opportunities, assess customer challenges and recommend relevant services. The company said the additional capabilities would enable each client representative to manage between 200 and 600 accounts effectively.
Brekke said Thailand’s economic challenges were making growth more difficult for small and medium-sized businesses, increasing the need for digital tools that could improve their day-to-day operations.
“We must make AI and digital capabilities useful in their everyday work, so they can compete and grow to help Thailand move beyond its economic trap,” he said.
The AI programme forms part of a broader strategy covering customer experience, growth, AI and employees. Priorities include mobile and broadband services, B2B expansion, services beyond connectivity, collaboration within the CP Group and ARISE ecosystems, and workforce development.
To implement the programme, True is combining a central AI team with teams embedded in individual business units, supported by responsible AI and governance standards. The company said employee skills and changes in working practices would be essential to delivering results.
“AI transformation is ultimately about people, not technology alone,” Brekke said. “Its real value lies in helping people make better decisions, serve customers better, execute faster and discover abilities they did not know they had.”
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