Mr Oliver said brands should develop personalised experiences that encourage consumer participation.
True Corporation is urging businesses to look beyond artificial intelligence as a standalone technology and instead combine AI with data-driven human insights to better understand increasingly complex consumer behaviour and strengthen their competitiveness in the digital economy.Speaking at the company's recent "Human Insights in the AI Era" forum, Oliver Kittipong Veeratacha, True's chief brand officer, said businesses are entering an environment where customer journeys are becoming more fragmented as AI becomes embedded across every stage of consumer decision-making.
"The challenge is no longer having access to data or AI technology, but translating data into meaningful insights that create value for both businesses and consumers," he said.
Mr Oliver said brands should develop personalised experiences that encourage consumer participation while addressing growing expectations surrounding digital safety and privacy.
Research presented by market intelligence firm NIQ found that consumers across Asia-Pacific are increasingly incorporating AI into everyday activities, including information searches, education, work and content creation.
