Bangkok, April 23, 2024 – True Corporation revealed artificial intelligence (AI) solutions to transform customer service and uplift Thailand’s productivity. In an event titled “AI Gets Real,” the company demonstrated virtual service agents, smart retail solutions and AI-powered content. True Corporation aims for 100% automation of its repetitive processes by 2027, making AI a critical success factor for the organization. Moreover, the company ambitions to enable Thai businesses to adopt smart solutions, with True Digital Group are now offering services that allow businesses to leapfrog to AI. This is set to increase the share of AI-driven revenue in digital services to 30% over the next three years.
Ekaraj Panjavinin, Chief Digital Officer, True Corporation Plc. said, “Artificial intelligence is radically transforming the customer experience throughout all of True Digital Group’s services, emphasizing our mission of “Empowering Digital Equity”. 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. Our approach to AI rests on a uniquely robust foundation with a data pool from various sources, robust ethical AI principles, and advanced security measures. Building on this, we are able to bring data to life rapidly and safely with an AI engine that can create positive impact across a wide range of use cases. This is how True Digital Group can go beyond systems or solutions integration to be a full-fledged data-AI integrator with the ability to help businesses leap very quickly into the AI-First Era.”
AI Now: Real Results from Smart Solutions
Mr. Ekaraj said, “True Digital Group is ideally positioned to help businesses leapfrog into AI now. 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. 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.”
Virtual Service and Virtual Colleagues
Piyapan Nakayothin, Head of Customer Services, True Corporation Plc. revealed how artificial intelligence will transform the customer experience. True’s virtual customer service agent, Mari, can be reached via chat or by voice, with the latter using a proprietary AI engine, True Voice.
Mr. Piyapan said, “We’re very careful about ensuring a superlative experience for our customers, with the same tone and quality in virtual service agents that they are used to with human agents. Currently, Mari’s voice service is available to a small group of customers, and the service will grow as Mari learns from her interactions with them. She’s the only telco service agent in Thailand that converses with customers using natural language. And she can already assist customers with price plan comparisons, for example.”
Bandith Pangpong, Head of IT and Security, True Corporation Plc. shared how AI is being used by True Corporation’s teams to develop solutions more rapidly: “By using artificial intelligence, we can do in a few hours what used to take days or weeks. Our AI models are developed securely in-house to ensure the confidentiality of our data. And our developers can use them to quickly roll out new solutions to customers to improve their experience. AI can act as a kind of clone or co-pilot, augmenting the work of humans. For customers, the result is our Mari chatbot, which can compare devices or even help resolve technical issues using natural language.”
From AI-Ready to AI-First
Sarinra Wongsuppaluk, Chief Human Resources Officer, True Corporation Plc. shared how organizations must transform their culture to go from simply being digital to being truly AI-driven. True Corporation is aiming for 5,000 digital citizens within its ranks by 2025, and Ms. Sarinra stressed that reskilling is not limited to operations or IT.
Ms. Sarinra said, “A lot of organizations in Thailand are potentially ‘AI-ready,’ meaning they do have some proprietary data and digital initiatives in place. 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. If we look at the teams working on Mari, our AI-powered virtual agent, they are set up as agile squads that cut across IT, analytics, customer experience, customer service—and even robotics in the case of our new Mari humanoid. To fully enable this, change must first happen at the top. AI-first organizations need a C-Suite that understands this new technology and is entrepreneurial enough to adopt it.”
The new AI solutions presented by True Corporation embody the business direction the company presented in March 2024. The company had shared how AI would be critical to realizing its ambitions for a modernized and superior network, omnichannel and hyper-personalized services and sustainable growth. The tangible AI products that True showcased at “AI Gets Real” cement the company’s position as a telecom-tech leader developing solutions that benefit consumers and Thai society.
