True Corporation Outlines AI Operating Model to Accelerate Enterprise Transformation Beyond Technological Pace

Brickinfo News Agency – Sigve Brekke, Group Chief Executive Officer of True Corporation Plc, stated that modern enterprises must transform operating models faster than the rate of technological advancement to remain viable in the rapidly evolving artificial intelligence landscape.

Rapid progress in generative artificial intelligence, evidenced by advanced models capable of autonomous computer use, coding, and scientific research, has compressed the timeframe between experimental development and commercial viability. Brekke noted that traditional, linear corporate transformation models spanning multiple years are no longer practical, requiring organizations to convert strategic plans into operational execution before technological shifts alter baseline capabilities.

Shifting consumer patterns driven by AI advisory systems further accelerate this dynamic. Citing data from Boston Consulting Group’s Consumer for the Future 2026 report, Brekke highlighted that approximately 70% of consumers finalize purchasing choices based on algorithmic recommendations. Because predictive AI systems interpret intent, evaluate alternatives, and filter selections in real time, technology increasingly operates directly between consumers and brands, necessitating a pivot from broad market segmentation toward hyper-personalized consumer engagement.

To address structural shifts rather than superficial task automation, True Corporation implemented an end-to-end AI operating model. In 2025, the telecommunications company appointed a Chief Data and AI Officer to centralize accountability, established an AI Center of Excellence, unified its core data infrastructure, and instituted a centralized Value Realization framework to benchmark AI deployments against measurable business outputs while maintaining practical responsible AI standards.

Organizational transformation also involves operational decentralization across domestic operations. True Corporation structured its service reach into roughly 6,000 localized operational units supported by frontline leaders designated to direct local market interventions. Brekke emphasized that while centralized automated systems detect macro patterns across complex data, frontline personnel provide necessary localized context, human judgment, and execution capability to sustain commercial agility.