Thailand's artificial intelligence (AI) market is estimated to post annual growth of 32.3% and a market value of 233 billion baht by 2031, according to AI customer relationship management firm Salesforce.
Salesforce's "State of Service" study predicted once AI agents are fully deployed, Thai service professionals expect direct business benefits, including a 20% increase in up-sell revenue and a 20% jump in customer satisfaction scores.
Apisit Kuparatana, country leader and managing director at Salesforce Thailand, said AI is already fuelling Thailand's digital transformation.
Thailand has transformed rapidly from an economy dominated by agriculture to an industrialised and diverse economy, he said.
Government initiatives such as Thailand 4.0 played a pivotal role in this transformation, promoting innovation and digitalisation as economic drivers, said Mr Apisit.
Driving productivity growth and competitiveness across industries by using AI is an important lever for future economic growth, he said.
Thai businesses have the opportunity to not only adopt agentic AI, but also to leapfrog directly to becoming agentic enterprises, said Mr Apisit.
According to a Salesforce survey, 84% of executives in Thailand regard generative AI as one of their top priorities and critical to the success of their business.
"There is an opportunity to tap this positive perception and accelerate AI adoption in Thailand," he said.
Businesses unburdened by legacy infrastructure have the freedom to adopt agentic AI workflows to unlock an entirely new work model where AI agents and humans work alongside one another, said Mr Apisit.
Instead of a slow, traditional digital transformation, forward-thinking businesses that deploy autonomous AI agents grounded in trusted data will be able to unlock growth at a scale never seen before, he said.
To cash in on this transformation, Salesforce unveiled its Agentforce agentic AI platform in the Thai language.
Businesses can leverage the Agentforce platform in Thai to accelerate their digital transformation, deliver superior customer experience and enhance the efficiency of their business operations, said Mr Apisit.
Salesforce helps organisations become agentic enterprises where humans and AI agents work side by side, he said.
Mr Apisit said there are five trends and opportunities that Thai businesses can capitalise on in 2026 to create a resilient digital economy.
One is agentic AI to help spread innovation, allowing entrepreneurs to pursue ideas and launch new business models with minimal investment and at scale.
Another trend is using agentic AI to provide a growth avenue for enterprises in smaller cities.
According to a World Bank report, many of Thailand's smaller cities are already regional centres of economic activity with diverse industries. With the proper investments, these cities can enhance Thailand's productivity and economic growth.
He said Thai businesses must establish systems, procedures and infrastructure that allow them to seize the AI opportunity.