Tech giant True Corporation announces restructuring, installs new leadership, and designates inaugural Chief Data and AI Officer
True Corporation, a leading digital service provider in Thailand, is undergoing a significant transformation to become an AI-First Company. This shift is spearheaded by the appointment of a new Chief Data and AI Officer (CDAO), who plays a pivotal role in the company's restructuring and transformation strategy.
The CDAO's primary responsibility is to integrate artificial intelligence (AI) across all facets of True's operations, systems, planning, and knowledge management. This integration aims to support agile customer services, rapid adaptability, and enhanced competitive advantage.
In line with this, True Corporation is eliminating outdated legacy systems, automating organizational processes, and creating a seamless omni-channel customer journey that unifies customer data from online, offline, app, and call center channels. This strategy enhances efficiency, accuracy, and customer value creation during the transformation.
The AI-first strategy also promotes the use of cloud infrastructure for scalable and efficient business operations, a move known as the Cloud First strategy. This approach supports the company's goals to provide all customers with the ability to complete service transactions through applications across all platforms. Since the beginning of 2025, 19 percent of customer transactions have shifted to digital channels.
True offers a full suite of digital lifestyle products and services in one place, including smart home innovations, solutions, entertainment, and broadband, under the banner of 'Win the Home'. The new organizational structure aims to meet current customer expectations and prepare for future evolving customer and technological trends.
The AI-first strategy will enable agile customer services, rapid adaptability to changes, and stronger long-term competitive advantages. True Corporation's organizational structure and leadership are guided by the design principle to build capabilities to access, understand, and respond quickly to customer needs and market changes.
In addition to the CDAO, True Corporation has made several new executive appointments. Manat Manavutiveth is appointed as Chief Customer Experience and Retail Officer, Sharad Mehrotra as Chief Consumer Business Officer, Khurrum Ashfaque as Chief Network Officer, Tanaphon Manavutiveth as Chief Home Connectivity Officer, Dr. Teeradet Dumrongbhalasitr as Chief Business Officer, and the company appoints its first Chief Data and AI Officer and an executive responsible for enterprise IT systems.
True Corporation, under the leadership of Group Chief Executive Officer Mr. Sigve Brekke, is committed to delivering seamless service across all customer touchpoints, allowing customers to begin a transaction in one channel and continue in another. The new organizational structure, effective from September 1, 2025, is designed to simplify operations, reduce decision-making layers, and speed up market responses.
The company is also making strides in network infrastructure. True will complete the nationwide One Network project by September, refarm the 2600 MHz spectrum using Dynamic Spectrum Sharing (DSS) to enable flexible usage between 5G and 4G, and utilize the full 90 MHz bandwidth for 5G. The recently acquired 2300 MHz spectrum will deliver a 17 percent performance boost and support future 5G expansion.
True Corporation's transformation into an AI-First Company reflects its strong commitment to leveraging AI as a core business enabler. This move positions the company to accelerate B2B digital transformation, empower the future with AI, and become a customer champion, meeting the needs of its customers and the market swiftly and effectively.
- True Corporation's new Chief Data and AI Officer aims to integrate artificial intelligence across the company's operations, systems, planning, and knowledge management to enhance agile customer services and support rapid adaptability.
- With the AI-first strategy, True Corporation is adopting the Cloud First approach for scalable and efficient business operations, and have made significant progress with 19 percent of customer transactions shifting to digital channels in 2025.
- The company's new organizational structure, effective from September 1, 2025, is designed to simplify operations, reduce decision-making layers, and speed up market responses, following the appointment of several new executive officers.
- True Corporation is focusing on network infrastructure, planning to complete the nationwide One Network project and utilizing technologies like Dynamic Spectrum Sharing (DSS) and the newly acquired 2300 MHz spectrum, to position itself as a customer champion in the B2B digital transformation space.
