Google Cloud unveils PanyaThAI to accelerate agentic AI adoption in Thailand

Why a Thailand focused AI push matters now

Google Cloud has launched PanyaThAI, a flagship program intended to speed the adoption of agentic artificial intelligence across Thailand. The initiative brings together leading Thai corporations, universities, and consulting partners to move AI from pilots to production in finance, retail, education, manufacturing, media, and real estate. Independent research from Public First estimates that effective use of AI could add about 730 billion baht, or around 21 billion US dollars, to Thailand’s economy by 2030. PanyaThAI is designed to capture that opportunity and to help position Thailand as a regional leader in practical AI.

The timing aligns with a major buildout of local infrastructure. Google Cloud is investing one billion US dollars in a data center and a new cloud region in Thailand. The company is also supporting TalayLink, a new subsea cable that connects Australia and Thailand. Together, local compute and fresh international routes aim to lower latency, raise reliability, and make it easier for Thai organizations to run demanding AI workloads while serving users across Southeast Asia with faster responses.

People skills are a core plank. More than 50,000 people in Thailand have completed Google supported AI training, and 3,000 free online AI classes are available to broaden access. The program emphasizes building a workforce that can speak both the language of a specific industry and the language of AI, then apply that mix to measurable use cases.

What PanyaThAI is and how agentic AI works

At its core, PanyaThAI is a transformation blueprint with hands on support. Participants co develop AI roadmaps, select high value use cases, and build open, interoperable solutions on Google Cloud. The approach puts strong focus on responsible AI, security, and clear performance metrics so leaders can track results and decide where to scale.

What is agentic AI

Agentic AI refers to systems that can plan steps, call tools, and take actions to reach a goal, rather than only answering a prompt. A sales agent could search a product catalog, write a summary, draft an email, update the CRM, and schedule a follow up. An operations agent might reconcile documents, check inventory, and initiate a purchase order. These systems rely on guardrails and governance so activity follows company policy and teams can trace how outcomes were produced.

Tools and models in the program

PanyaThAI members gain access to Google Cloud’s full stack. That includes Vertex AI to build and run models, Gemini for multimodal reasoning, Gemini 2.5 Computer Use for tool calling, Gemini 3 and Gemini 3 Pro Image for image and text tasks, and Veo 3.1 for advanced media generation. Google Workspace and Customer Engagement Suite help teams embed AI into everyday collaboration and customer touchpoints. The stack is built so agents can read company documents, connect to enterprise apps, and produce outputs grounded in verified data from the business.

Who is involved at launch

The launch cohort features 15 organizations that represent core parts of the Thai economy, supported by a bench of consulting and implementation partners. Accenture, Deloitte, Digithun Worldwide, HoriXonT8, MFEC, NTT DATA, Skooldio, and Tridorian will guide delivery and upskilling. NTT DATA plans to certify 300 more Thai professionals in data analytics, AI, cybersecurity, and application modernization to expand local capacity.

• Bitazza
• Chulalongkorn University
• Dhipaya Group Holdings
• Finnomena
• Ocean Life Insurance
• SE Education
• Shop Global E Commerce
• Siam Piwat
• Sansiri
• Skooldio
• The Stock Exchange of Thailand
• Thai Wacoal
• TISCO Financial Group
• TOPS
• True Digital Group

Early results from retail and manufacturing

Retailer SE Education has rebuilt product discovery on its e marketplace with a generative AI powered semantic search agent developed with Digithun Worldwide. The agent understands intent, not just keywords, and matches that to a deep library of books and study materials. The solution uses Gemini Embeddings and Gemini 2.5 Flash to interpret conceptual queries and return relevant results. Early metrics are strong: conversion rates rose from 12 percent to 27 percent, while bounce rates and cart abandonment decreased. The experience now acts like an AI librarian that guides shoppers to the right content faster.

In manufacturing, Thai Wacoal is rolling out a creative agent that generates photorealistic images and 360 degree videos of apparel in many colorways using a single base shoot. Built with Google Cloud generative media models and developed with Tridorian, the agent grounds outputs in the company’s color standards for accuracy. The shift reduces the need for repeated photoshoots, speeds online product launches, and supports a move toward made to order production. The capability is planned to go live in the first quarter of 2026.

Tackling trust, data quality, and skills

Thailand’s AI opportunity is significant, yet three obstacles recur in most organizations. Leaders want AI that produces factual and trustworthy responses. Many companies still lack AI ready data sources that are clean, structured, and accessible. There is also a shortage of workers with the right data and AI skills. PanyaThAI addresses these by pairing technology with governance and training.

On the technology side, the program emphasizes grounding model outputs in verified company data, strict access controls, and full traceability. In practice, that means agents retrieve the latest facts from corporate systems, cite sources, and follow business rules before drafting an answer or taking an action. Aligning AI with an organization’s own records reduces hallucinations, builds confidence in responses, and makes audits easier.

On the people side, the initiative invests in broad upskilling. Beyond the 3,000 free classes already on offer, partners will deliver hands on courses through platforms such as Google Skills and ChaiyoGCP. Consulting teams help IT and business units co design processes so models, data pipelines, and policies fit how the company operates. The goal is a workforce that is bilingual in domain knowledge and AI, supported by a growing local ecosystem of certified experts.

What organizations can expect on ROI and productivity

Google Cloud says companies using its AI stack have achieved an average return on investment of 727 percent over three years, with an average payback period of eight months. Separate surveys show many executives reporting 6 to 10 percent revenue growth from enterprise AI deployments. Budgets are concentrating on unified agentic platforms that can orchestrate many use cases rather than isolated pilots.

Productivity gains can be large when AI is embedded across the process, not just at a single task. Research from Accenture Thailand finds organizations can unlock 3 to 77 percent productivity improvement with AI, but the higher end requires rethinking workflows end to end, including supply chain and vendor management. That means mapping how agents hand off work to people and to other systems, then measuring the downstream impact on quality, speed, and cost.

Leadership commitment is a practical success factor. True Corporation’s data driven strategy emphasizes fast, evidence based decisions. MFEC’s leadership stresses empowering organizations to harness AI, not be driven by it. TISCO Financial Group has deployed AI coaches to help staff improve sales performance, a small but telling example of how targeted agents can support daily work and lift outcomes.

Infrastructure that makes AI practical in Thailand

Local compute capacity matters for AI because training and inference both benefit from low latency and high bandwidth. A Thai cloud region can shorten response times for tools like AI search and generative media, improve availability for critical systems, and enable data residency controls that some regulators and boards expect.

Connectivity is also expanding. The TalayLink subsea cable will establish a new path between Australia and Thailand via the Indian Ocean. New connectivity hubs in Western Australia and South Thailand will plug into Google’s global network. These routes are designed to improve resilience and capacity for cross border data flows that power many AI services.

How Thailand’s AI landscape is evolving

Thailand’s digital strategy is pushing toward stronger cloud adoption and AI ready public services. Universities and research centers are training the next generation of practitioners, and major enterprises are setting the pace with early production systems in commerce, finance, and manufacturing. The participation of Chulalongkorn University and the Stock Exchange of Thailand in PanyaThAI signals interest from both academia and capital markets.

As infrastructure expands and skills grow, small and medium sized businesses are positioned to benefit from ready made solutions that can be tailored to their needs. Responsible AI practices, robust data governance, and clear measurement will remain essential so teams can scale what works and course correct where needed.

What to watch next

The next 12 to 18 months will show which agentic use cases move fastest from pilot to production in Thailand. Thai Wacoal’s creative agent is set to go live in the first quarter of 2026, and more retail, banking, and insurance projects are likely to follow. Look for expanded certification programs from partners like NTT DATA, growing adoption among the 15 charter members, and a steady shift from single use agents to enterprise platforms that coordinate many tasks across departments.

Key Points

• PanyaThAI launched to speed agentic AI adoption across Thai industry
• Public First estimates AI can add about 730 billion baht to Thailand’s economy by 2030
• Google is investing one billion US dollars in a Thai data center and cloud region, plus the TalayLink subsea cable
• Fifteen charter members span finance, retail, education, manufacturing, media, and real estate
• Partners include Accenture, Deloitte, MFEC, NTT DATA, Skooldio, and others, with 300 new local certifications planned by NTT DATA
• Early results: SE Education conversion rate up from 12 percent to 27 percent with AI powered semantic search
• Thai Wacoal is using generative media to create product images and 360 degree videos, moving toward made to order manufacturing, with go live targeted for early 2026
• Top barriers are trust, data readiness, and skills; the program emphasizes governance, grounding, and training
• ROI claims include an average 727 percent over three years and an eight month payback; productivity gains of 3 to 77 percent are possible with process redesign
• Google supported training has reached over 50,000 people in Thailand with 3,000 free AI classes available