Driving the Intention Economy through Empirical x AI-Driven Learning, While Redefining Behavioral Economics
As the new generation represents the driving force of the future, developing talent today requires strong synergy between academia and the private sector, moving beyond traditional learning toward shaping new ways of thinking powered by data, technology, and deep human understanding. With this shared vision, True Corporation, led by Khun Oliver Kittipong Veerataecha, Chief Brand Officer, together with Khun Ekaraj Panjavinin, Head of Research and Innovation, True Corporation Plc., has joined forces with 15 leading universities in Thailand, representing 20 top faculties in innovation creativity, to launch "BFF2026: Brand Future Force - Build Flourishing Future". This initiative aims to foster academic dialogue, exchange knowledge, and co-create new approaches to elevate Thailand's education system in alignment with the rapidly evolving global landscape. The collaboration was held at True Digital Park, the largest tech and startup hub in ASEAN.
Unlocking Opportunities and Equipping New-Gen Talent with Digital Skills, Powering Thailand Toward a Global Technology Hub
Khun Oliver Kittipong Veerataecha, Chief Brand Officer of True Corporation Plc. said that "True Corporation firmly believes in the power of the new generation, and that the opportunity to take action is the starting point of unlocking their true potential and value. Through our collaboration with leading universities under the "BFF2026: Brand Future Force - Build Flourishing Future" initiative, we aim to create a platform of opportunities where students can learn from real business environments, whether through internships in brand and communications, developing impactful campaigns, or participating in strategic projects with hands-on experience. We encourage them to learn boldly, including learning from failure. Beyond this, we are advancing several key initiatives. These include the Real-TRUE Case Challenge (Learn & Earn), which allows students to solve real business problems while creating income opportunities during their studies, as well as Collaborative Innovation, where we co-develop innovations with universities and transform knowledge into practical solutions that deliver value to over 50 million True customers. At the same time, True provides strategic support through True Partnership, leveraging our intelligent network, global partner ecosystem, research funding, and integrated media ecosystem to scale innovations and create broader impact. Together, we aim to set new standards and elevate Thailand's capabilities, positioning the country as a global technology hub in a sustainable way."
Building on this academic collaboration, True Corporation aims to leverage its end-to-end digital technology competences and the expertise of its people to empower the new generation through Empirical-Based Learning, an approach grounded in data, experimentation, and real-world validation. At the same time, the initiative introduces forward-thinking concepts to reshape learning, including the Human-AI Hybrid paradigm, where human capabilities and AI are seamlessly integrated to function as one team; Community-Led Growth, which harnesses the collective power of communities to drive progress; and the Generative Engine, where AI evolves from a search tool into a creator of answers. Together, these elements are designed to build a learning ecosystem that not only fosters creativity but also translates ideas into real-world applications. More importantly, this collaboration goes beyond bridging academia and industry. It lays the foundation for future-ready talent, equipped to navigate the challenges of an era defined by Algorithmic Branding and the Intention Economy, where AI increasingly shapes decision-making and fundamentally redefines behavioral economics.
Decoding True Innovation Strategy: When AI is the Brain and Data is the Heart of Sustainable Innovation
Meanwhile, Khun Ekaraj Panjavinin, Head of Research and Innovation, True Corporation Plc., shared his perspective on True Innovation, stating that "True is driven by a strong belief that "innovation" is a critical tool for solving problems and creating tangible impact, with technology serving as the backbone. This is built upon three key pillars: Embedding AI across all dimensions, leveraging data analytics to deeply understand customer needs, and developing a fully integrated platform ecosystem. True advances both incremental innovation and market transformation in parallel. At the same time, our Innovation Lab is focused on preparing for future technology trends that will shape every aspect of life from advanced healthcare technologies, AI capable of performing complex tasks in place of humans, and robotics operating in public spaces, to next-generation structural materials with exceptional strength, as well as environmental technologies, including small modular nuclear reactors for residential energy, and quantum computing. All of this is built upon a new architecture of data, talent, and ecosystems, akin to a technological anatomy, with AI as the brain orchestrating operations. The ultimate goal is 'Hyper Convergence', the seamless integration of skills, technologies, partners, and data to create practical innovations that can be truly implemented, while elevating the capabilities of Thai people to grow and compete on a global stage."
Welcoming 15 Leading Universities at True Digital Park
On this occasion, faculty members from leading higher education institutions including Thammasat University, Mahidol University, Srinakharinwirot University, Silpakorn University, Suan Dusit University, Thai-Nichi Institute of Technology, Bangkok University, Assumption University, Dhurakij Pundit University, and Panyapiwat Institute of Management (PIM), as well as Khon Kaen University, Naresuan University, and Walailak University were welcomed to True Digital Park. They were invited to explore the Center of Excellence (CoE), an "innovation ecosystem" that seamlessly integrates the physical, digital, and data worlds. The visit also included the True IDC Experience Center, offering insights into data center operations and advanced technologies, as well as TNN Channel 16, featuring a state-of-the-art virtual studio. In addition, guests experienced the Glass Sanctuary (Viharn Kaew), a space designed for relaxation, inspiration, and creativity, where nature and innovation are thoughtfully brought together.