E-commerce Digital Thai Holding Plc (EDTH), the digital investment arm of Saha Group, has forged an artificial intelligence (AI) alliance with TrueBusiness, EGG Digital and Japan's SoftBank Corp to accelerate the adoption of AI, big data and digital technologies across one of Thailand's largest industrial conglomerates.
The four companies recently signed a memorandum of understanding to jointly develop AI-driven business solutions, modernise digital infrastructure and create new digital platforms, aimed at improving operational efficiency, customer engagement and supply chain management throughout the Saha Group businesses.
Surat Wongrattanapassorn, director of EDTH, said the partnership represents another step in positioning technology and innovation at the centre of Saha Group's long-term business strategy.
"Innovation has become a key competitive differentiator. Through this alliance, we are connecting our companies with world-class technology partners and enabling them to adopt AI and digital innovation in practical ways that generate sustainable business value," he said.
The partnership brings together complementary strengths from each organisation: EDTH's role as the group's digital transformation driver, TrueBusiness's telecom and enterprise technology capabilities, EGG Digital's expertise in AI-powered analytics and digital marketing, and SoftBank's global experience in AI, enterprise solutions and digital innovation.
The collaboration reflects a growing trend among Thailand's leading conglomerates to embed AI into core business operations as companies race to improve productivity, enhance customer experiences and remain competitive in an increasingly data-driven economy, Mr Surat said.
Unlike conventional technology partnerships that focus primarily on infrastructure deployment, the alliance is designed to span the entire digital value chain, from connectivity, cloud computing and AI applications to customer analytics, omni-channel marketing, enterprise collaboration and digital commerce.
Under the agreement, EDTH acts as the strategic coordinator, overseeing the development of a common digital platform that allows companies within Saha Group to adopt AI solutions more efficiently.
The company will also lead proof-of-concept projects and pilot programmes to demonstrate practical applications of emerging technologies across the group's diverse businesses.
TrueBusiness is providing the digital backbone of the initiative through its nationwide telecom network, cloud infrastructure, AI capabilities and data intelligence platform. The company said the partnership will enable Saha Group companies to gain easier access to advanced enterprise technologies while improving business agility and long-term competitiveness.
EGG Digital is contributing AI-driven data analytics, consumer intelligence and integrated marketing technologies designed to transform customer data into actionable business insights. The company plans to deploy its solutions to help optimise media spending, personalise customer engagement and support measurable sales growth across multiple channels.
SoftBank is providing strategic advisory services and operational expertise drawn from its global technology portfolio. The Japanese firm plans to work with the alliance to explore the deployment of AI platforms.
Teeradet Dumrongbhalasitr, chief business officer of True Corporation, said that by combining connectivity, data intelligence and AI technologies, the company aims to help Saha Group companies innovate faster, operate more efficiently and compete successfully in the AI economy.
Kimimasa Kudo, vice-president and head of global business at SoftBank Corp, said the alliance extends beyond technology deployment.
"Our objective is to leverage AI and digital innovation to address broader societal challenges, strengthen Thailand's business system and contribute to sustainable economic growth," he said.
Mr Teeradet said the partnership highlights Thailand's increasing emphasis on AI-led digital transformation, as both domestic conglomerates and international technology companies deepen collaboration to accelerate innovation.
For Saha Group, whose businesses span consumer goods, retail, manufacturing and distribution, the alliance signals a strategic shift towards integrating AI into both front-end customer engagement and back-end business operations, laying the foundation for future growth at home and in overseas markets.
