Google Cloud has launched a strategic initiative, PanyaThAI, aimed at propelling leading Thai organizations into a new era of economic growth by facilitating the rapid adoption and scaling of advanced Agentic AI solutions, promising measurable returns.
The program’s name, PanyaThAI, combines “wisdom” (Panya) and “Thai,” reflecting a vision to integrate Thai intellect and creativity with AI technology for global innovation and value creation across industries, society, and the economy.
Fifteen founding member organizations, spanning key economic sectors, are participating. These include Bitazza, Chulalongkorn University, Thipya Group Holdings, Finnomena, Ocean Life Insurance, SE-Education, Shop Global E-commerce Co., Siam Piwat, Sansiri, Skooldio, the Stock Exchange of Thailand (SET), Thai Wacoal, Tisco Financial Group, Tops, and True Digital Group.
Annop Siritikul, Managing Director of Google Cloud Thailand, highlighted the economic impact of enterprise AI. He stated that a global executive survey showed more than half of organizations reported a 6-10% revenue increase from deploying enterprise AI solutions.
These organizations are allocating at least half of their AI budget to comprehensive Agentic platforms, viewing them as central to redesigning operations and strengthening market leadership.
Siristikul added that companies actively utilizing Google Cloud AI overcome “Pilot Purgatory,” achieving an average return on investment of 727% within three years, with payback periods as short as eight months. This demonstrates that not all AI technology providers or transformation approaches yield comparable results through initiatives like PanyaThAI.
The PanyaThAI program leverages Google’s full-stack approach to AI development. This ranges from reliable, purpose-built AI infrastructure and advanced research from Google DeepMind to cutting-edge foundation models within Google’s extensive portfolio, such as Veo 3.1, Gemini 3, Gemini 3 Pro Image (also known as Nano Banana Pro), and Gemini 2.5 Computer Use.
The program also incorporates comprehensive platforms like Vertex AI and Gemini Enterprise, alongside ready-to-use applications such as Customer Engagement Suite and Google Workspace. Google Cloud’s data science and AI experts, along with ecosystem partners, support organizations in maximizing these technologies for diverse Agentic AI solutions focused on efficiency, speed, cost, and security.
Consulting and implementation partners supporting PanyaThAI include Accenture, Deloitte, Digithun Worldwide, HoriXonT8, MFEC, NTT DATA, Skooldio, and Tridorian. NTT DATA has committed to expanding its Google Cloud technical specialists in Thailand by 300, covering data analytics, AI, cybersecurity, and application modernization.
The initiative guides member organizations through a proven transformation methodology. This includes developing tailored AI roadmaps aligned with core business strategies and prioritizing AI use cases based on potential value and feasibility.
It also emphasizes creating open, interoperable AI solutions for each use case, establishing central governance with Responsible AI principles and the Secure AI Framework (SAIF), and grounding AI solutions with “Enterprise Truth” for accuracy. Clear key performance indicators are defined to track AI solution performance and ROI, alongside upskilling programs for personnel from developers to executives.
Several member organizations demonstrated AI solutions developed through the program, showcasing the practical application of Agentic AI.
SE-Education, a leader in the education sector, introduced a “Smart Librarian.” This Semantic Search Agent, powered by Generative AI on the Google Cloud AI Stack, shifts from keyword-based searches to understanding user intent. It accurately recommends knowledge content from over 150,000 items, increasing the customer conversion rate from 12% to 27%.
In the fashion industry, Thai Wacoal integrated a Creative AI Agent, developed by Tridorian using Generative Media on Google’s Vertex AI. This solution addresses the “Photoshoot Predicament” – the significant time and cost involved in photographing new products in every color. The agent acts as a “digital dye house” and “virtual design studio,” rapidly generating realistic product images and 360-degree videos from a single physical product image, accelerating market launches and enabling made-to-order production.
Thipya Group Holdings (TIPH), in finance and insurance, partnered with HoriXonT8 for “AI for Insurance Transformation.” Their TIP Smart Car Inspection system uses AI (Gemini technology) for pre-insurance car inspections via LINE OA, allowing customers to self-inspect and analyze damage in real-time. This boosts transparency, accuracy, and reduces customer costs by over 70%. Additionally, TIP AI, an internal Generative AI Chat Assistant, enhances employee efficiency in a secure private environment.
These successes underscore that AI is transforming from a back-office support function into a primary business driver, delivering measurable innovation and elevating service standards across various industries in Thailand.