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Saha Group Unit Signs AI Partnership with SoftBank, True Unit

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Saha Group's digital unit E-commerce Digital Thai signed a strategic partnership with SoftBank Group (TYO:9984), True (BKK:TRUE) unit TrueBusiness, and EGG Digital for artificial intelligence and digital transformation initiatives.

The collaboration will focus on applying AI, big data and digital technologies to strengthen Saha Group's technology infrastructure, improve marketing, communications, customer services and internal operations, while supporting expansion into Thailand and overseas markets.

The partnership will leverage True's network infrastructure, data intelligence, digital ecosystem and AI capabilities to deliver integrated digital solutions across Saha Group companies.

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