Singhatong S.Suengkamolpisut W.Racela O.C.Mahidol University2025-10-302025-10-302025-01-01Asian Case Research Journal (2025)02189275https://repository.li.mahidol.ac.th/handle/123456789/112813This case study takes the reader through the journey of cultural transformation and strategic HR-led change at Advanced Info Service (AIS), a major telecommunications company in Thailand. Kantima Lerlertyuttitham, the Group Chief Human Resources Officer (G-CHRO), looks into potential Diversity, Equity, Inclusion and Belonging (DEIB) practices to reduce inequality in the company while navigating the 13,000 employees through transitions towards becoming a Cognitive Technology Company, or Cognitive Tech-Co., through a Fit Fun Fair organizational culture. One of the challenges faced during the transformation is the gap in technological skills, particularly among the older generation of employees, who are facing more difficulties adopting the new technology. With the adoption of more advanced technology in the workplace, Lerlertyuttitham is considering initiatives to close this technological gap among the long-tenure and older employees. The case positions DEIB as a complementary enabler to the broader HRM transformation, aligned with AISs national values and ESG commitments.Business, Management and AccountingArticleSCOPUS10.1142/S02189275255001172-s2.0-10501960511917936772