As AI increasingly takes on a role in making decisions on behalf of humans, the key question is no longer simply what AI can do, but who must be accountable for the outcomes it produces.
Every year on January 28th, the world observes Data Privacy Day, a moment to reflect on who is using our personal data today and how responsibly it is being used. In an era where AI plays a growing role in analysis and decision making, questions of ethics and organizational accountability become more critical than ever.
True Corporation, as a telecommunications and technology organization serving a large customer base, places strong emphasis on Responsible AI not merely as a matter of regulatory compliance, but as the foundation of customer trust. Montri Stapornkul, Head of Data Protection at True Corporation Plc., describes this approach as “meticulousness” in the use of data, meaning that data must be used strictly in line with the purposes to which customers have explicitly given consent. This principle must be embedded at every stage, from system design through to actual service delivery.
AI First must go hand in hand with Ethics First
“Becoming an AI-first organization for True Corporation does not mean simply adopting advanced technologies as quickly as possible for business use. Rather, it means moving forward alongside Responsible AI (RAI) policies, grounded in respect for privacy and the protection of customer data security,” said Montri. He added that True’s approach to Responsible AI is not a newly introduced concept separated from its operations, but an extension of its Responsible Business philosophy, one that becomes even more rigorous in the context of AI”
True has adopted the framework of the GSMA, the global association representing mobile network operators worldwide, as a core operational standard. This reflects the company’s commitment that every product and service involving AI must strictly adhere to a Responsible AI Framework.
Four Dimensions of Meticulousness Where AI Must Begin with Responsibility
From True’s perspective, Responsible AI does not begin with the question of what AI can do. Instead, it starts with the principles that must be rigorously upheld, what True calls “meticulousness,” to responsibly create products and services. These principles are reflected in four key dimensions.
• Transparency: Every use of data must be clear, with AI processes and decision-making fully explainable.
• Human-centric Design: Prioritizing safety and considering the full impact on users, including the language and tone used by AI.
• Human Oversight: AI is a decision-support tool, not a decision-maker that replaces humans.
• Accountability: Every system must be logged, reviewed, and able to be immediately suspended if risks arise.
Humans Are the Final Decision Makers
True’s use of AI begins with clearly defined objectives, relies only on data that is necessary in line with the principle of data minimization, and most importantly, strictly follows the purposes for which customers have given consent. Customer data is never processed beyond what customers would reasonably expect.
“We do not allow AI to think or operate independently without oversight,” Montri says. “Every AI system must be designed to prevent bias in decision making. Prompts must also be carefully controlled to avoid hallucinations. If the system is not confident in its response, it must honestly inform the customer that it has no information rather than guessing.”
True also applies to human oversight in a concrete and operational way. If AI outcomes begin to pose risks to customer rights, humans have the authority to immediately suspend the system or initiate a review. In addition, regular audits are conducted every 90 to 180 days to ensure that technology continues to operate within ethical boundaries.
“Humans must remain the final decision-makers, because AI is merely a tool. Those who are ultimately responsible for the outcomes affecting customers must always be human,” Montri emphasized.
From Seamless to Customer Choice, Empowering Customers to Make Their Own Decisions
True’s approach to privacy in the AI era has led to a significant shift. The company has moved away from a model focused solely on seamless experiences, where systems manage everything automatically, toward a Customer Choice approach built on meticulousness.
“We want customers to truly feel that they own their data. For example, in the True app, customers can choose for themselves which data the system is allowed to access and display. While this may seem like an additional step, it is a form of ‘meticulousness’ designed to ensure that customers remain the decision-makers and the true owners of their data. This is what creates peace of mind and trust among customers, and it forms a crucial foundation for sustainable growth as a technology organization. In an era where AI will be embedded in every service, customer trust will not come from the most advanced technology, but from the organization that uses technology in the most responsible way,” Montri concludes.