True chief sets out plans to create AI tech powerhouse

True Corporation's chief executive Sigve Brekke has outlined an ambitious plan to transform the company into an AI-first technology powerhouse, three years after the landmark merger of CP Group's True and Telenor's dtac reshaped Thailand's telecom industry.

Speaking to the Bangkok Post, Mr Brekke identified three major challenges facing modern telecom companies. The first is moving beyond the legacy model of selling basic connectivity. He described this older approach as similar to simply selling electricity, with nothing added on top. True's stated ambition is to capture a share of the broader digital economy by offering layered, integrated services across True Mobile, True Online, True Money, and True Visions, with a focus on winning entire households rather than individual customers.

The second challenge is organisational transformation. With around 10,000 employees, Mr Brekke acknowledged the difficulty of shifting a traditionally structured company to operate with the mindset of an AI-born startup. He stated that True is entering a new phase as an AI-first organisation, with plans to embed intelligence across its networks, services, and digital platforms to enable more predictive and autonomous operations.

Central to this shift is a company-wide AI upskilling programme. Mr Brekke was direct in his expectations, stating that it will be impossible to work at True if employees do not know the basics of AI within a year.

He also outlined a broader vision for Thailand to take a leadership role in the AI era.

For businesses and investors operating in Thailand, developments of this scale within the country's major technology and telecommunications sector can have real implications for digital infrastructure, service delivery, and the broader investment landscape. Understanding how the legal and regulatory environment evolves alongside these changes is something worth monitoring closely.

If you are an expat, business owner, or investor in Thailand and want to understand how shifts in the digital and technology landscape may affect your operations or investments, SLF Legal is here to provide clear, reliable guidance. Our team in Koh Samui is experienced in supporting clients across a wide range of legal and commercial matters in Thailand.

Reach out to SLF Legal today to speak with one of our advisors.