Why Thai retailers should harness AI for personalisation, efficiency

Industry leaders also cited the importance of adopting omnichannel strategies.

Thai retailers must leverage AI and data analytics as consumers now demand personalised experiences and seamless shopping journeys, experts said.

At the Retail Asia Summit 2025, held at the Renaissance Bangkok Ratchaprasong Hotel on 20 February, industry leaders gathered to explore the transformative impact of AI, data analytics, and omnichannel strategies on the country’s retail sector.

Chortip Varutbangkul, head of consumer & retail at KPMG Thailand, kicked off the summit with a keynote, calling AI “the biggest technology disruption since the internet.” She highlighted its potential to revolutionise personalised recommendations, dynamic pricing, and supply chain management.

During a panel session, industry leaders discussed key trends and opportunities shaping Thailand’s retail landscape. The panel featured Shaun Wong, Chief Strategy and Planning Officer at CP Axtra Public Company Limited; Jc Chen, Chief Commercial Officer at Konvy International Co., Ltd; Yeeran Davies, CMO of Thammachart Seafood Retail Co.; and Dr. Ausanee Mahagitsiri Leonio, President of KFU Co., Ltd.

Meeting consumer expectations

Panthep Nilasinthop, chief customer officer at Siam Piwat Co., Ltd., discussed the future of shopping malls in Thailand, stating that malls are not dying but evolving. “Shopping malls, despite the name, are not all about shopping,” Nilasinthop said, stressing the importance of unique experiences to attract consumers.

This shift toward experiences over products aligns with broader consumer trends, as highlighted by Gayatri Soares, senior client officer at Ipsos. “Consumers are looking for more meaningful, more memorable experiences, rather than products,” she said.

“This will have a great impact in the way retailers will bring their product development or their market's marketing strategies to see how to give shoppers more experience versus the products," she added.

Reinventing retail spaces

Tony William Kongsombat, vice president of marketing, innovation & data intelligence at The Mall, and Anand Khaniyomdee, general manager of omnichannel & marketing innovation at The Mall, discussed how malls are reinventing themselves to meet the demands of the digital age. They also cited the importance of collecting and updating user data to improve customer experiences and brand relationships.

Tze Siung Lai, chief logistics officer at Pomelo Fashion Thailand and Pavadee Katimuneetorn, head of media for Homecare Thailand and head of media for Unilever Cambodia and Laos, highlighted the importance of digital-first strategies and seamless integration between online and offline customer experiences. Similarly, Leona Tan, manager of consumer industries & retail at Kearney, stressed the need for connected stores to bridge the digital gap, noting that future retail spaces must seamlessly blend physical and digital experiences. “It’s important to balance short-term and long-term priorities,” she added.

Meanwhile, Karin Shenkar, deals strategy partner at PwC APAC, discussed how AI is transforming retail by enabling smarter inventory management, targeted marketing, and automation.“AI allows retailers to be the most profitable, most productive version of their business.”

As the e-commerce sector continues to boom in Thailand, Thanawat Malabuppha, CEO & co-founder of Priceza and Honorary President, Thai E-Commerce Association provided valuable insights into emerging trends and opportunities in the digital space.

Napatorn Dasananjali Termglinchan, partner at Baker McKenzie, urged businesses to be mindful of Thailand’s strict consumer protection laws, particularly in e-commerce, to avoid legal and financial risks.

Monchaya Koolawong, business consulting partner at EY, highlighted top 10 challenges retailers face in their transformation journey, including customer expectations and experience, AI and automation adoption, and employee resistance to change.

Jamon Chartsatienpong, head of data analytics at The 1, Central Group, and Jiradej Ekthumrong, data analytics principal at The 1, Central Group, discussed how unlocking insights from customer data can help retailers make better decisions, optimise marketing strategies, and improve customer engagement.

The summit concluded with a panel focusing on how AI can enhance consumer experiences and strengthen retail brands. Panelists Tao Thongkong, chief people officer at Decathlon Thailand; David Llamas, group chief digital officer at Central Retail Corporation; and Arak Bhokanandh, chief customer growth officer at Central & Robinson Department Stores, shared insights into how AI is reshaping the way retailers interact with customers and build brand loyalty.