Conversational commerce is no longer just about chatbots. In Thailand, where social media and messaging apps like LINE dominate digital communication, AI-driven conversational tools are transforming how businesses sell, serve, and scale.
From AI-powered sales assistants to voice commerce and emotional AI, Thai brands are embracing conversational technologies not just for automation—but to create more human-like, responsive, and profitable customer experiences.
Thailand’s top messaging platform, LINE, has evolved far beyond simple communication. With LINE Official Accounts (LINE OA), brands can integrate AI chatbots, automate workflows, and even drive sales directly through chat.
Tools like Zwiz.ai, Kaojao, and Botio are helping Thai businesses deploy conversational sales assistants that :
TikTok Shop is also emerging as a new hub for “conversational live selling,” where sellers use AI-powered scripts and real-time viewer data to engage users during live broadcasts
Thai consumers now expect instant answers not call queues. This has led to a significant shift away from traditional call centers toward AI-powered conversational support.
Many businesses use LINE-integrated bots as their first line of customer service. These systems
In sectors like banking and insurance, conversational AI helps reduce costs while improving response time and customer satisfaction.
While text-based chat dominates now, voice is the next frontier. Startups and retail giants are piloting AI-powered voice bots that allow customers to :
With the Thai language’s tonal nature, training AI voice systems is complex—but not impossible. Companies like Amity and local tech startups are investing in localized NLP (Natural Language Processing) to power this new wave of hands-free commerce.
Thailand’s cultural emphasis on “nam jai” (empathy and kindness) means that tone matters in customer interactions. That’s where emotional AI enters.
Brands are beginning to use AI models that :
For example, if a user sounds angry during a LINE chat, the system may switch from automation to a live agent, improving resolution and preserving brand trust.
Zaapi: A commerce platform used by SMEs in Thailand that integrates AI chatbots into LINE to automate product inquiries and upselling.
Srichand Cosmetics: Combines conversational AI with gamified loyalty campaigns on LINE, leading to a 40% increase in repeat engagement.
AIS (Advanced Info Service): Uses AI-driven voice bots to handle bill payments and service queries for over 1 million users monthly.
These brands prove that conversational commerce is not just hype it’s a growth strategy.
Thailand is setting a new standard for conversational commerce in Southeast Asia. With AI integration across LINE, TikTok, and voice platforms, Thai businesses are going beyond basic bots and building intelligent, empathetic, and revenue-driving customer experiences.
For foreign brands looking to enter Thailand, success will depend on adapting to local platforms and cultural communication norms and investing in the right conversational MarTech.
References
Thailand’s MarTech Report. (2025). Final MarTech Report 2025. Retrieved from [contentshifu.com]
LINE for Business. (2024). Conversational Commerce Strategies in Thailand. Retrieved from [linebiz.com/th]
Zwiz.ai. (2024). AI Solutions for Thai SMEs. Retrieved from [zwiz.ai]
Amity Solutions. (2024). Local NLP and AI Chat Solutions.
KResearch. (2024). Trends in Thai Consumer Communication. Retrieved from [kasikornresearch.com]
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