Thailand-based consumer goods company Osotspa has implemented two enterprise AI systems. One is OsotSphere, a Thai generative AI assistant, and the other is an AI-driven marketing mix modeling engine that integrates over 700 business signals to optimize marketing investments.
Both leverage generative AI and machine learning on Amazon Web Services. These were introduced to reinvent the way Osospa employees make decisions.
For over 135 years, Osotspa has built Thailand’s most recognized consumer brands and a diverse portfolio of beverages, personal care and food products. Now, the company is leveraging AI on AWS to transform the way it makes decisions, from marketing investments to employees’ daily workflows.
OsotSphere, Osotspa’s in-house enterprise AI platform, gives employees across the organization access to generated AI.
The platform enables employees to query complex business knowledge such as internal policies, approval frameworks, and operational procedures using the natural language of Thai, including the company’s statement of authority (SoA) approval matrix and policy content. OsotSphere returns accurate and contextual responses, including citations, reducing reliance on manual reports and repeated inquiries about approval privileges.
The platform has demonstrated strong logical reasoning capabilities in Thai, which will be a differentiator and enable Osotspa’s employees to interact natively with AI.
OsotSphere solves 1,450 queries every month and transforms the way employees access organizational knowledge. Questions that once required going through multiple teams to be answered are now answered instantly in Thai with cited sources, turning bottlenecks into self-service and empowering teams to take action without waiting.
Osotspa also built an AI-powered marketing mix modeling (MMM) platform on AWS. The platform uses multiple machine learning techniques with explanatory capabilities to help marketing teams understand exactly what drives growth and reallocate investments with confidence rather than intuition. This is the equivalent of surveying a panel of AI experts with different areas of expertise, rather than relying on the opinion of a single analyst.
Since implementing the platform, Osotspa’s marketing team has used AI-generated insights to optimize trade facilitation, reallocate media investments, and identify new growth drivers across Thailand and Cambodia, Laos, Myanmar, and Vietnam.
In February 2026, nine business groups gathered in a cross-functional workshop to define where AI can solve our toughest problems.
The results are already visible. Chatbots handle customer engagement, optical character recognition automates document processing, and machine learning drives whitelisting and order recommendations throughout the supply chain.
