Nation Thailand
Don't Waste a Crisis: True Corporation's Sigve Brekke on Betting Big on AI
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The Norwegian CEO explains why artificial intelligence is less about cutting costs and more about reimagining the entire business — and why Thailand's digital moment may be closer than anyone thinks.
Key facts
- In a glass-walled meeting room at True Digital Park in Bangkok, Sigve Brekke pauses mid-conversation, turns to an AI assistant, and asks it to suggest talking points for the very interview he is giving
- Thailand’s VNL 2026 fate on the line as bottom-ranked team faces relegation and 2027 exclusion
- The company uses machine learning to predict network failures before they occur, deploys energy optimisation algorithms to cut power consumption during low-demand periods, and has mapped more than 1,000 internal processes — from HR
- True is using AI to profile each of its 40 million subscribers individually, analysing usage patterns, communication habits, and household characteristics to construct personalised offers.
Summary
In a glass-walled meeting room at True Digital Park in Bangkok, Sigve Brekke pauses mid-conversation, turns to an AI assistant, and asks it to suggest talking points for the very interview he is giving. Within seconds, three bullet points appear — accurate, contextually sharp, and unnervingly on the nose. He grins. "You don't need to be a professor in technology to use AI," he says. Point made.
Brekke, the Norwegian executive who steered the merger of True and DTAC to create Thailand's largest mobile operator, is one of the most vocal advocates for AI adoption in the region. But his pitch is different from the usual boardroom rhetoric. He is not talking about automation. He is talking about reinvention.