Google Cloud has launched PanyaThAI, a digital transformation initiative designed to help organizations in Thailand adopt enterprise-grade agent-based artificial intelligence (AI) applications.
At launch, the initiative will support 15 licensed entities from key economic sectors, including Chulalongkorn University, Stock Exchange of Thailand, Sansiri, Siam Piwat, TISCO Financial Group and True Digital Group.
AI could contribute around 730 billion baht (US$21 billion) to Thailand’s economy by 2030, according to a study by public first, a policy, research and strategy consultancy. However, the study notes that barriers such as data readiness, skills shortages, and concerns about AI reliability are preventing organizations from taking full advantage of AI.
PanyaThAI (a portmanteau of Panya (wisdom) and Thai) aims to fill this gap by providing a blueprint that includes Google’s full-stack AI infrastructure, consulting expertise, and employee training.
The program also provides access to Google’s latest foundational models, such as Veo 3.1 and Gemini 3, and is supported by partners such as Accenture, Deloitte, and NTT Data, who are committed to certifying 300 additional local professionals to support the initiative.
Anop Siritikul, country director of Google Cloud Thailand, said companies that have adopted Google Cloud’s AI have gone beyond “pilot purgatory” and achieved an average return on investment (ROI) of 727% over three years with a payback period of just eight months.
“Our goal is to help them develop a ‘bilingual’ workforce in their disciplines and AI, accelerating their ability to solve complex challenges and drive consistent ROI from AI,” he added.
Charter members shared early successes at launch and highlighted how agent AI (systems that can act autonomously to achieve goals) is already reshaping operations.
SE-Education, which publishes and sells educational content, demonstrated how it transformed its e-marketplace platform by incorporating a semantic search agent powered by generative AI that understands conceptual queries from users, not just keywords.
For example, questions such as “How do cells divide to make more cells?” There are now biology textbooks, targeted study guides, and engaging science comics. Search phrases like “coping with work pressure” will bring up a curated list of titles on topics like managing negative thought patterns, achieving work-life balance, and strategies for success at work.
Pasupnee Mahayos, head of digital business at SE-Education, said the company’s AI search agent leverages the same AI components that power Google Search to help users of electronic marketplaces discover relevant resources faster and more accurately.
“This enhanced experience has proven that faster discovery leads directly to purchase. We significantly increased organic conversion rates from 12% to 27%, while simultaneously reducing bounce rates to 10% and cart abandonment to just 6%,” she added.
In the manufacturing sector, lingerie brand Thai Wacoal is deploying a creative agency that leverages generative media models to solve its “photography quandary.” This is an expensive and time-consuming process where each new color variation of a single item requires its own custom-produced physical sample, shipment to the studio, and full model shoot.
The creative agency, which will function as a digital dyeing company, will be ready by the first quarter of 2026 and will enable the company to generate photorealistic images and videos of apparel in a variety of colors from a single basic photo.
Supranee Awiyasatian, vice president of digital business at Thaiwacoal, said the use of this agency will also help the company move towards a high-mix, low-volume or build-to-order manufacturing model, where production can be directly tied to actual customer engagement and demand.
Google has been operating in Thailand for over 10 years. In 2024, the company announced it will invest $1 billion to build cloud and data center infrastructure in the country to meet the growing demand for cloud services.
