Thailand’s largest mobile operator is turning network momentum into broader AI-led recovery.
In Q3 2026, True reported its strongest service revenue since merging with dtac. Mobile revenue rose 3.1% year-on-year, excluding domestic roaming. The operator also added 1.8 million mobile subscribers.
Broadband also moved higher during the quarter. Revenue increased 1.1% year-on-year, with 125,000 new subscribers added. This growth suggests the merger is starting to deliver scale benefits.
However, the story is not only about network growth. True now frames AI as a core business tool. The company wants AI to support sales, customer care, software work, and internal simplification.
That approach has already changed daily operations. True has trained 50% of its workforce in AI basics. It has also developed more than 130 advanced AI builders. AI coding agents now support 35% of software development.
Customer service shows another clear shift. AI agents now perform work equal to around 135 full-time employees. This can reduce operating costs and speed up responses. Yet it also raises questions about workforce planning and service quality.
True’s customer-facing AI is gaining traction through its mobile app. Monthly active users of the True App increased 24%. App transactions rose 33%. The Mari AI assistant now resolves 98% of customer questions submitted through the app.
As a result, call-center traffic fell 17% year-on-year. This reduces pressure on human teams and physical service channels. Still, customers may resist automation when issues become complex or sensitive.
True is also using AI to simplify its commercial structure. Since Q1, it reduced its product portfolio by 70%. The company aims to reach a 90% reduction. Simpler offers can help customers choose services faster.
The operator is extending AI into enterprise sales as well. A four-month B2B pilot generated 60% more sales opportunities. It also lifted win rates by 7.1 percentage points. Contract value increased 42% during the trial.
Personalization represents another major focus. True works with QuantumBlack, McKinsey’s AI arm, under a three-year partnership. The model rewards the partner only when measurable value appears.
This system uses customer, network, and transaction data. It then recommends the next best offer for each user. True said the initiative generated THB 590 million in incremental value.
Even so, not every business line is moving at the same pace. True acknowledged weaker performance in B2B and pay-TV. Management expects improvement in coming quarters.
For telecom operators, True’s update offers a useful signal. Network investment and AI transformation are now tightly linked. The challenge is execution, trust, and measurable impact at scale.
