PLDT Inc. (PLDT) and its wireless unit, Smart Communications, Inc. (Smart), are turning to artificial intelligence (AI) to wrest back control of personal data from the hands of big tech. 

The Pangilinan-led firms said Wednesday they have tapped OneTrust, an AI-ready governance platform, to power their unified consent program, giving customers greater control over how their information is used while setting a new benchmark for privacy in the region.

OneTrust’s Universal Consent and Preference Management (UCPM) solution will be rolled out across the group’s network, covering more than 59 million Smart wireless subscribers and 3 million PLDT Home fixed-line customers. 

“Our commitment to privacy by design is reinforced through UCPM. It empowers our customers by giving them control over their data while positioning us to enable responsible data monetization in the future,” PLDT and Smart chief data privacy officer Leah Jimenez said. 

Meanwhile, Ojas Rege, SVP & General Manager at OneTrust, said the rollout “sets a new standard for consent management.”

“Consent drives personalization and, therefore, value for customers, enabling long-term connection and loyalty. This shows companies can prioritize customer trust and ensure responsible data use while accelerating innovation,” Rege said.

The platform is designed to simplify compliance with consent regulations while making direct marketing more efficient and precise.

At the same time, the solution provides insights into customer behavior to enable the telcos to deliver more relevant content and personalized services—all while maintaining strict privacy standards.