New Research Reveals
Thailand C-suite’s Generative AI Business Priorities
Most Thai C-suite Executives View Generative AI as a Top Priority, but Data Challenges and Privacy Concerns Hinder Its Full Potential
Bangkok — 15 October 2024 — New Salesforce research reveals generative AI is among the top three business priorities for 84 percent of Thailand C-suite executives.
According to the survey of 225 leaders from large businesses across Thailand, 58 percent said their organization currently had a clear and defined generative AI strategy, while a further 38 percent said they had started working on a generative AI strategy for their business.
Why it matters: Today, every company wants to be an AI company.
Research suggests companies that haven’t already implemented AI risk losing significant ground to competitors, and this will happen more quickly than anticipated, as we move from chatbots to copilots to autonomous AI agents. This next great leap forward of agentic systems, which can be thought of as trusted digital colleagues as opposed to digital assistants, is now here.
Thai C-suite executives said the key motivations driving generative AI adoption were:
- Customer expectations for faster/ more personalized experiences (44%)
- Employee demand to introduce generative AI tools (44%)
- Bring innovative customer and/or employee experiences to market (41%)
Amidst the rise of autonomous AI, C-suite executives also expressed confidence in trusting AI to handle tasks autonomously. All (100%) C-suites said they would have confidence and trust in delegating at least one of the surveyed tasks to AI alone (without human oversight) in the next three years.
Go deeper: Thailand C-suite executives are bullish on generative AI integration and are taking decisive action to ensure its success. The CEO is seen as being the most responsible for ensuring generative AI is successfully integrated (30%) and teams enabled, followed by the CIO/CTO (28%), and department heads (24%).
When asked where generative AI would have the biggest positive business impact, C-suite executives identified information technology (44%) as the top function, with operations (30%) as another key area. Only one in four C-suite executives see the greatest positive impact of AI in customer-facing functions such as customer service (26%) and sales (23%).
Despite being widely used, however, 96 percent of C-suite executives said they believed there were still barriers to adoption of generative AI in their business today.
Data factors were high on the list of barriers, including:
- Accessibility and inclusivity (41%)
- Generative AI producing inaccurate outputs (29%)
- Lack of skill-building or training opportunities (29%)
- The use of incomplete customer/company data to train AI models (28%)
- Lack of data privacy and security (28%)
The Salesforce perspective: The race is on to embrace generative AI and do it well, and that is nowhere more clearly felt than among business leaders.
That’s why we’re delivering the generative AI that gives customers the higher productivity, valued customer relationships and margins they expect. Salesforce recently introduced Agentforce, a groundbreaking suite of autonomous AI agents that augment employees and handle tasks in service, sales, marketing, and commerce, driving unprecedented efficiency and customer satisfaction.
Agentforce enables companies to scale their workforces on demand with a few clicks. Agentforce’s limitless digital workforce of AI agents can analyze data, make decisions, and take action on tasks like answering customer service inquiries, qualifying sales leads, and optimizing marketing campaigns. With Agentforce, any organization can easily build, customize, and deploy their own agents for any use case across any industry. The Salesforce Platform, with Data Cloud at its center, enables Agentforce and every Salesforce app to deliver seamless, AI-powered experiences across every touchpoint. Data Cloud unifies and harmonizes all customer data and metadata across systems in real time, enabling Agentforce to operate with complete context and precision.
Customers need the confidence that their data is secure and trustworthy. That’s why we developed the Einstein Trust Layer which lets customers get the benefit of generative AI without compromising their data security and privacy controls.
“As CEOs in Thailand look at AI to deliver measurable value and remain competitive, their first step should be unifying their data. Every conversation I have with business leaders about implementing AI inevitably comes back to data and overcoming silos to increase the impact and accuracy of AI. Without building a cohesive view of the customer, generative AI initiatives will fall short,” said Thitirat Tongtavorn, Country Leader, Salesforce Thailand. “The good news is that it’s possible to bring your data together, efficiently, without actually moving it, through innovations like zero copy. Innovations like this will differentiate each organization’s ecosystem of autonomous agents, humans and AI and how well they drive customer success together at scale.”
Thitirat Tongtavorn, Country Leader, Salesforce Thailand
Methodology: Salesforce commissioned YouGov to conduct a double-anonymous online survey of C-suite leaders of large businesses in Thailand. The research was conducted from 22nd-24th July 2024 and yielded responses from 225 C-suite executives across a variety of departments at companies with 250 or more employees.
More information:
- Learn more about Agentforce
- Say hello to Salesforce Data Cloud
- Explore Data Cloud use cases
For the Media:
- Find the full ‘C-suite perspectives on generative AI’ Thailand report here
– END –
About Salesforce
Salesforce helps organizations of any size reimagine their business for the world of AI. With Agentforce, Salesforce’s trusted platform, organizations can bring humans together with agents to drive customer success—powered by AI, data, and action. Visit www.salesforce.com for more information.
Media Contacts
Pharatah Senapan
TQPR (Thailand) Co., Ltd
+66 2260 5820 ext. 121
vera@tqpr.com