Google Cloud has initiated PanyaThAI, a digital transformation program aimed at assisting Thai organisations in deploying enterprise-grade agentic artificial intelligence (AI) applications. Launched recently, the initiative will initially support 15 charter organisations across various economic sectors, including Chulalongkorn University, the Stock Exchange of Thailand, Sansiri, Siam Piwat, TISCO Financial Group, and True Digital Group.
According to a study conducted by Public First, a policy, research, and strategy consultancy, AI could potentially contribute about 730 billion baht (approximately US$21 billion) to Thailand’s economy by 2030. Despite this potential, the research identified several barriers—including data preparedness, skills shortages, and concerns regarding AI trustworthiness—that have hindered organisations from fully harnessing AI’s capabilities.
PanyaThAI, a combination of the Thai word “Panya” meaning wisdom and “Thai,” aims to bridge these obstacles by offering a comprehensive blueprint that incorporates Google’s full-stack AI infrastructure, consulting expertise, and workforce training. The program will provide access to Google’s latest foundation models, including Veo 3.1 and Gemini 3, and is supported by partners such as Accenture, Deloitte, and NTT Data, which has pledged to certify an additional 300 local experts to bolster the initiative.
Annop Siritikul, country director for Google Cloud Thailand, noted that companies adopting AI solutions from Google Cloud have emerged from “pilot purgatory,” achieving an impressive average return on investment (ROI) of 727% within three years and a payback period of just eight months. He added, “Our ambition is to help them foster a workforce that’s ‘bilingual’ in their domain and AI, accelerating their ability to solve complex challenges and drive consistent ROI from AI.”
During the launch, charter members showcased early achievements, demonstrating how agentic AI—systems capable of making autonomous decisions—has begun to transform operations. For instance, SE-Education, a publisher and distributor of educational content, revealed its progress in enhancing its e-marketplace platform through a generative AI-powered semantic search agent. This technology enables the understanding of conceptual queries, moving beyond mere keyword searches. As a result, a question like “how do cells divide to make more cells?” now yields relevant biology textbooks, targeted study guides, and engaging science comics.
Passpunnee Mahayos, head of digital business at SE-Education, explained that by leveraging the same AI components that support Google Search, the company’s AI search agent allows e-marketplace users to find highly pertinent resources more efficiently. She stated, “This enhanced experience has proven that faster discovery leads directly to purchases—driving organic conversion rates from 12% to an impressive 27%, while successfully reducing bounce rates to 10% and cart abandonment to just 6%.”
In the manufacturing sector, lingerie brand Thai Wacoal is employing a creative agent powered by generative media models to address the “photoshoot predicament,” a costly and time-consuming process where each new colour variation for a single item requires its own custom-produced physical sample and model shoot. This digital dye house, expected to be ready by the first quarter of 2026, will enable the company to generate photorealistic images and videos of apparel in various colours from a single base photo.
Supranee Auiyasathian, deputy director of digital business for Wacoal, emphasized that the use of this agent will allow the company to transition to a high-mix, low-volume or made-to-order manufacturing model, directly linking production to actual customer engagement and demand.
Having operated in Thailand for over a decade, Google announced in 2024 its commitment to investing $1 billion to develop its cloud and datacentre infrastructure in the country, addressing the increasing demand for cloud services. As PanyaThAI unfolds, the initiative promises to significantly bolster AI integration within various sectors, fostering a more robust technological landscape in Thailand.
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