AI to account for 30% of True’s digital service revenues by 2027

AI to account for 30% of True’s digital service revenues by 2027
True chief digital officer Ekaraj Panjavinin

Thai telco True Corp has launched artificial intelligence (AI) solutions for local businesses as it seeks to increase the share of AI-driven revenue in its digital services business to 30% by 2027.

True says its AI solutions, which include virtual service agents, smart retail solutions and AI-powered content will enable businesses to leapfrog to AI.

“We aim to integrate digital services into consumer and business segments to bridge gaps, provide equal access to digital resources, and ensure technology is accessible, affordable and beneficial,” True’s chief digital officer Ekaraj Panjavinin said at a True event promoting its AI solutions this week.

True is also promoting its own internal adoption of AI as proof that its AI solutions deliver on their promise, with Ekaraj saying that the company aims to automate 100% of its repetitive processes using AI within the next three years.

“By leveraging the exceptional capabilities of AI, proficiency in processing, and analyzing extensive datasets, we are able to build AI-driven platforms which integrate data across various sources for deep analytics, providing actionable insights to expand businesses in various industries,” he said. “AI can thereby unlock new business models, increase competitiveness for sustainable business growth, and serve consumers’ needs in the digital era with hyper-personalized experiences, while also driving productivity enhancements and cost savings.”

Bandith Pangpong, True’s head of IT and Security, added that AI is being used by its teams to develop solutions more rapidly. “By using artificial intelligence, we can do in a few hours what used to take days or weeks.”

However, in order for its business customers to get the most out of True’s AI solutions, they’ll need serious reskilling to transform their culture to not just be digital-ready, but “AI-driven”, said True’s chief human resources officer Sarinra Wongsuppaluk.

“A lot of organizations in Thailand are potentially ‘AI-ready,’ meaning they do have some proprietary data and digital initiatives in place,” she said. “But to become ‘AI-first’ requires a change in culture from experience-based, leader-driven decision making to data-driven decision making at the front line.”

That change shouldn’t be limited to the IT department, but across the entire organizsation, she said, pointing to True’s AI-powered chatbot “Mari” as an example. Sarinra explained that the teams working on Mari are set up as agile squads across IT, analytics, customer experience, customer service and robotics.

All of this means change has to start at the top, Sarinra added. “AI-first organizations need a C-Suite that understands this new technology and is entrepreneurial enough to adopt it.”

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