FRIDAY, March 29, 2024
nationthailand

  True Corp sharpens its edge with AI 

  True Corp sharpens its edge with AI 

TRUE CORP has deployed advanced technologies throughout its business processes to enhance the company’s competitive edge, co-president Kittinut Tikawan said.

“True embraced Big Data technology five years ago and remains committed to further growing our capabilities in this space,” he said. 
The telecom operator has also turned to Artificial Intelligence (AI) for its decision-making.
“AI is not limited to one specific area or project, we aspire to apply AI throughout our business processes. AI is for us the automation of decision-making.
“As such, we are developing applications in every area where we believe we can replace or improve a human decision with technology. Some examples include where should we invest to make the network even better? What offer should I make to a customer given his profile and preferences? Which price plan would work best? What would be the best location to launch a new store?” he added.
He said that True was currently working on using AI to radically personalise the user experience of its applications, thus customers would only see content that truly interests them.
“By applying AI, we are tailoring our interactions better and better to the specific needs of customers. As such, it improves the user experience substantially for all our clients. 
“Furthermore, AI helps us optimise the allocation of investment budgets, such as our ongoing investments in the network. As a result, the quality of our network is consistently the best in the country,” he added.
True Corp has set up a separate unit for data science and AI, staffed with hundreds of data scientists. 
This unit comes under True Digital Group, which manages innovative technologies used by the company, including IoT (Internet of Things), cybersecurity and blockchain, he said.
He added that the ultimate goal of adopting these technologies was to make the everyday life of customers and employees simpler, so that they could focus on activities that call for human creativity and interaction.
“To place any brand on the consumers’ perception, the most import thing is that those brands are supposed to genuinely understand customers’ needs. As a digital infrastructure developer and telecommunications service provider, True has so far focused primarily on our customers to ensure all of our products and services serve them well.
“We also see AI as a key mechanic that will enable us to further enhance True’s brand in the perception of consumers and to develop our businesses for future success,” Kittinut concluded. True Corp’s core businesses comprise mobile phone, pay-TV and broadband Internet services.
 

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