Sigve Brekke, Chairman of the Executive Committee of True Corporation Public Company Limited, or TRUE, disclosed that the organisation is developing an end-to-end AI business operating model and establishing an AI Center of Excellence to connect business, technology, and execution, as well as appointing a Chief Data and AI Officer to set leadership and serve as the primary owner driving the organisation. All of True's AI projects operate under a centralised Value Realization framework to select, prioritise, and track outcomes against measurable business value, alongside building a Single Data Foundation. True has also begun an end-to-end domain transformation, aiming to redesign how entire systems work rather than improving work piece by piece, while integrating a Responsible AI Practical Framework. On operating model reform, True has divided the market into approximately 6,000 nano clusters and is developing personnel in Mini-CEO roles so they can better manage and take responsibility for their own market areas, citing the Boston Consulting Group's Consumer for the Future 2026 report, which states that 70% of consumers are likely to decide to buy products or services based on AI recommendations.
True Corporation Public Company LimitedTRUE is building an end-to-end AI business operating model and establishing an AI Center of Excellence, a company-specific technology/R&D initiative.
