True Positions Responsible Data Privacy as a Core Governance Mechanism for AI-Era Business, Reinforcing the Return of Data Value to Its Owners

"Respect" = the First Button of Brand Trust and Sustainability

At a time when customers have more choices than ever, "trust" has become a critical decision-making cost, no less important than price or quality. Mr. Montri noted that elevating data privacy from a legal requirement to a brand promise must begin with getting the very first step right, the "first button" which is respect for customer data. This goes beyond data security alone. It means handling data with care and intent, using it strictly in line with the purposes communicated and promised to customers throughout the entire data lifecycle. Trust, he emphasized, is built when organizations do what they say and say what they do, anchored in law, but guided equally by ethics to keep pace with increasingly complex business and technology environments. "Today, data privacy is no longer a back-office function,"

Mr. Montri said "It is embedded in every product, every service, and every customer experience. True brand differentiation comes from attention to detail, a human-centric mindset, and the level of care customers can genuinely feel, forming the foundation of brand trust and long-term sustainable growth."

The CEO Challenge: Turning Paper Policies into Practice, Embedding Data Privacy into Organizational Culture

When asked about the core data privacy challenge for CEOs today, he said it goes far beyond having PDPA-compliant policies or legally sound data governance frameworks. The real task lies in bringing those policies to life, turning them into everyday behaviors across the organization. Mr. Montri explained that "Although almost every organization has similar policies, what truly makes the difference is the ability to translate those policies from corporate compliance into operational policies and day-to-day execution. The role of the CEO is therefore not merely to check whether employees comply, but to go deeper and ask: What are we doing this for? and Why does Data Privacy matter to the organization? This must be linked to KPIs and organizational performance as a key mechanism for business sustainability, because in the long run, the cost of non-compliance can be higher than the cost of compliance. And when leaders see Data Privacy as a specialized issue, the entire organization is likely to view it as the responsibility of IT or legal teams alone."

Secured data is at the heart of organizational responsibility and everyone has a role to play. Data exists across every department, every role, and every context, from customer data to employee data, all of which must be handled under the same standards and accountability. As the technology landscape evolves rapidly and AI plays a growing role, the concept of responsibility becomes even more critical. "AI is only a tool but whether it is used responsibly depends on how data is applied." No matter how advanced technology becomes, organizations must keep responsible business practices at their core. Today, this has evolved into Responsible AI, built on the same foundation, using data within the framework of Data Privacy with respect, understanding, careful judgment, and organizational accountability."

Future Trend 2026: Governance ? Trust ? Technology - The Formula for Sustainable Business Growth

As we move into 2026, the data and AI landscape is evolving at unprecedented speed. From Mr. Montri's perspective, beyond operating within legal frameworks such as the Personal Data Protection Act (PDPA), organizations must build strong Data Governance. "The first step is not technology.", he emphasized, "But understanding the context of the data in our hands and the commitments we have made to our customers." He noted that the service mechanisms and contractual agreements an organization has with its customers form the starting point for responsible data usage. While the law may not prohibit certain uses of data and not using data at all may seem like a missed opportunity, data must only be used with a clear purpose, demonstrated necessity, and proportionality. Most importantly, "the benefits must always return first to the data owners.", not merely to systems or organizations.

"AI is not merely a new technology, but an extension of organizational responsibility in the digital era, one that takes a 360-degree approach, encompassing security, ethics, and respect for human rights. All of these ultimately lead to a single outcome "trust". When we build a strong foundation within our own country, with clear data governance in place, it enables us to connect internationally, opening new doors to the global stage for collaboration, investment attraction, and sustainable business growth.," Mr. Montri concluded.

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