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Thai Conglomerate Saha Group Forms AI Alliance with TrueBusiness, EGG Digital and SoftBank to Drive Digital Transformation
Saha Group’s digital investment arm, Digital Thai Holding Public Company Limited (EDTH), announced on 26 June 2026 that it has signed a memorandum of understanding with TrueBusiness, EGG Digital and Japan’s SoftBank Corp. The agreement aims to accelerate the adoption of artificial intelligence (AI), big‑data analytics and digital infrastructure across the conglomerate’s diverse businesses.
The alliance is intended to create a common digital platform that will allow Saha Group companies to deploy AI solutions more efficiently. EDTH will coordinate the initiative, lead proof‑of‑concept projects and pilot programmes, and oversee the development of the platform. The partnership is expected to improve operational efficiency, customer engagement and supply‑chain management for the group.
EDTH’s director, Surat Wongrattanapassorn, said the partnership represents a step toward positioning technology and innovation at the centre of Saha Group’s long‑term 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 four parties bring complementary strengths. TrueBusiness, a unit of Thailand’s True Corporation, will provide the telecom backbone, nationwide cloud infrastructure, AI capabilities and a data‑intelligence platform. EGG Digital will contribute AI‑driven data analytics, consumer‑intelligence tools and integrated marketing technologies designed to turn customer data into actionable insights. SoftBank will offer strategic advisory services and operational expertise drawn from its global technology portfolio.
TrueBusiness’s chief business officer, Teeradet Dumrongbhalasitr, highlighted the role of connectivity, data intelligence and AI in helping Saha Group companies innovate faster and operate more efficiently. “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,” he said.
SoftBank’s vice‑president and head of global business, Kimimasa Kudo, emphasized that the alliance goes 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.
The partnership reflects a broader trend among Thailand’s leading conglomerates to embed AI into core business operations. Companies are racing to improve productivity, enhance customer experiences and remain competitive in an increasingly data‑driven economy.
Unlike conventional technology partnerships that focus primarily on infrastructure, the alliance is designed to span the entire digital value chain. It covers connectivity, cloud computing, AI applications, customer analytics, omni‑channel marketing, enterprise collaboration and digital commerce.
Saha Group’s businesses span consumer goods, retail, manufacturing and distribution. The alliance signals a strategic shift toward 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.
The agreement does not yet specify a timetable for the launch of the digital platform or the rollout of specific AI solutions. However, the parties have indicated that proof‑of‑concept projects will begin shortly after the signing, with the goal of demonstrating practical applications of emerging technologies across the group.
The collaboration also positions Saha Group to expand opportunities into global markets. By leveraging the combined expertise of a Thai telecom operator, a data‑analytics specialist and a global technology investor, the group aims to strengthen its competitive position in both domestic and international markets.
The alliance is part of a wave of technology partnerships in Thailand that include similar collaborations between Thai conglomerates and international technology firms. These partnerships are expected to accelerate the adoption of AI and digital solutions across the Thai economy.
In summary, the AI alliance between EDTH, TrueBusiness, EGG Digital and SoftBank is a structured effort to embed AI across Saha Group’s operations. The partnership will create a shared digital platform, provide telecom and cloud infrastructure, deliver AI‑driven analytics and marketing tools, and offer strategic advisory support. The initiative is expected to improve operational efficiency, customer engagement and supply‑chain management, and to position Saha Group for future growth in Thailand and abroad.
The alliance is intended to create a common digital platform that will allow Saha Group companies to deploy AI solutions more efficiently. EDTH will coordinate the initiative, lead proof‑of‑concept projects and pilot programmes, and oversee the development of the platform. The partnership is expected to improve operational efficiency, customer engagement and supply‑chain management for the group.
EDTH’s director, Surat Wongrattanapassorn, said the partnership represents a step toward positioning technology and innovation at the centre of Saha Group’s long‑term 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 four parties bring complementary strengths. TrueBusiness, a unit of Thailand’s True Corporation, will provide the telecom backbone, nationwide cloud infrastructure, AI capabilities and a data‑intelligence platform. EGG Digital will contribute AI‑driven data analytics, consumer‑intelligence tools and integrated marketing technologies designed to turn customer data into actionable insights. SoftBank will offer strategic advisory services and operational expertise drawn from its global technology portfolio.
TrueBusiness’s chief business officer, Teeradet Dumrongbhalasitr, highlighted the role of connectivity, data intelligence and AI in helping Saha Group companies innovate faster and operate more efficiently. “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,” he said.
SoftBank’s vice‑president and head of global business, Kimimasa Kudo, emphasized that the alliance goes 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.
The partnership reflects a broader trend among Thailand’s leading conglomerates to embed AI into core business operations. Companies are racing to improve productivity, enhance customer experiences and remain competitive in an increasingly data‑driven economy.
Unlike conventional technology partnerships that focus primarily on infrastructure, the alliance is designed to span the entire digital value chain. It covers connectivity, cloud computing, AI applications, customer analytics, omni‑channel marketing, enterprise collaboration and digital commerce.
Saha Group’s businesses span consumer goods, retail, manufacturing and distribution. The alliance signals a strategic shift toward 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.
The agreement does not yet specify a timetable for the launch of the digital platform or the rollout of specific AI solutions. However, the parties have indicated that proof‑of‑concept projects will begin shortly after the signing, with the goal of demonstrating practical applications of emerging technologies across the group.
The collaboration also positions Saha Group to expand opportunities into global markets. By leveraging the combined expertise of a Thai telecom operator, a data‑analytics specialist and a global technology investor, the group aims to strengthen its competitive position in both domestic and international markets.
The alliance is part of a wave of technology partnerships in Thailand that include similar collaborations between Thai conglomerates and international technology firms. These partnerships are expected to accelerate the adoption of AI and digital solutions across the Thai economy.
In summary, the AI alliance between EDTH, TrueBusiness, EGG Digital and SoftBank is a structured effort to embed AI across Saha Group’s operations. The partnership will create a shared digital platform, provide telecom and cloud infrastructure, deliver AI‑driven analytics and marketing tools, and offer strategic advisory support. The initiative is expected to improve operational efficiency, customer engagement and supply‑chain management, and to position Saha Group for future growth in Thailand and abroad.
