The future of AI is agents: Salesforce shares top AI trends to watch in Thailand for 2025

The future of AI is agents: 

Salesforce shares top AI trends to watch in Thailand for 2025

This year will see businesses transition from AI experimentation to full-scale implementation, as they work towards a future where humans and agents drive customer success together with AI, data and action.

BANGKOK — January 21, 2025 – Salesforce, the world’s #1 AI CRM, today shared top AI trends that will shape the dynamic business landscape in Thailand in 2025.

In 2024, we entered the third wave of AI with autonomous AI agents that can make decisions and take action without human intervention – just as AI was meant to be. This year, it’s about delivering on that promise, as purpose-driven AI agents are designed to address specific workflow needs and deliver results that will help organizations move beyond the experimentation stage.

“AI agents are a step change in capability for business, the means to boost productivity, deliver personalized customer experiences and drive growth” said David Mould, Country CTO and Solutions Director, Salesforce Thailand and Vietnam. “2025 is set to be a pivotal moment in the evolution of autonomous AI, as more global and Thai businesses invest in AI agents and start to receive the tangible and measurable benefits this technology offers.”

Top Trends For 2025

#1 Autonomous Agents Provide Opportunity for Topline Growth

In the past two years, businesses have focused on cost-cutting measures in response to global economic uncertainties and slowing growth. The availability of autonomous agents today has created more opportunities for businesses to drive top line growth as they now have the ability to bring together structured and unstructured data from across the organization. This opens up avenues to foster deeper and more compelling customer relationships that can generate new revenue streams.

Autonomous agents can significantly impact a company’s growth trajectory. Take a bank that works with thousands of business clients as an example. An initial analysis of spend may lead the bank to think that most of their customers are SMEs with small spends. However, a deeper look reveals that these businesses are spreading their spend across banks. It’s extremely difficult to turn the workforce around to deepen engagements with all customers but it can be made significantly easier if they implement autonomous agents to maintain consistent customer engagement without constant human oversight. And, agents operate 24/7 – providing unprecedented coverage across customers. The bank ultimately increases its revenue base which might otherwise be lost to competitors.

AI agents also allow sales teams to automatically pre-qualify leads before handing them to human agents. This way, human agents don’t waste time on unresponsive prospects, basic enquiries, or low-engagement leads, which can significantly improve productivity and bottom line.

#2 Out-of-the-Box AI/Agentic Solutions and Unified Data Will Underpin AI Success

In the race to operationalize AI, the winners will be those who forgo DIY solutions in favor of out-of-the-box solutions that offer superior speed, deployment, and accuracy. Businesses that adopt out-of-the-box solutions can focus on AI deployment and achieve immediate impact and value. In contrast, those who attempt to “DIY” their AI often face setbacks in the form of hidden costs and a slow realization of AI capabilities.

Having the right data foundation is also key to maximizing ROI from AI investments. Organizations need to consolidate structured data, such as customer transaction records, and unstructured data, like customer emails, product information, and corporate policies, to build a unified view of their customers. Without it, AI cannot deliver accurate, contextualized, and trusted outputs. In this regard, zero-copy capabilities will ensure companies maximize their existing assets while minimizing data preparation costs.

#3 For Thailand, By Thailand: An Organic AI Ecosystem Emerges 

AI is ushering in one of the biggest technological shifts of our generation, creating new services, roles, and industries. Just as the invention of smartphones and mobile applications created a thriving ecosystem of app developers, the growth of AI platforms is fostering a new generation of AI developers. This drives innovation and opens the pathway for local talent to develop AI tools tailored to meet Thailand’s unique needs – whether it’s Small Language Models (SLMs) that support Thai language, or advanced models that tackle specific business challenges for big industries like travel and tourism.

The growth of the AI industry in the region will not only attract more investments from established global tech giants but also catalyze the birth of home-grown startups. With that, we’ll see a migration of strategic roles typically available in the West to this part of the world, creating new opportunities for the future workforce.

#4 AI Agents Disrupt Traditional Service Models with Scalable Capacity, Intelligence and Personalized Experiences

In a country like Thailand with lower labor costs, businesses often hire additional service staff as a quick fix for improving customer experience. However, increasing headcount alone doesn’t necessarily improve problem resolution or overall customer satisfaction.

AI agents provide a fundamentally different approach by autonomously handling requests and enhancing customer interactions in ways that go beyond scaling capacity. This isn’t about efficiency alone but delivering high-quality customer service. AI agents leverage real-time data to provide context-aware support, making decisions and taking action as customer needs arise. Let’s take, for example, Heathrow airport in London. As one of the busiest airports in the world with an average of 1,300 flights a day to 230 destinations, Heathrow faces a massive influx of international travelers during peak holiday seasons. Using Agentforce, Heathrow will leverage real-time data from their knowledge base, and flight information APIs to respond to thousands of traveler questions instantly and simultaneously. Instead of scrolling through airport FAQs or waiting on hold, passengers will get immediate responses any time of day on flight status, wayfinding and airport amenities, freeing Heathrow’s human agents to focus on more complex travel issues. Agentforce is estimated to provide an incredible 95% response accuracy rate and lower stress levels for passengers traveling through the airport.

With AI agents such as these embedded directly into workflows, businesses can reimagine customer service, delivering faster and more accurate responses without increasing complexity or requiring extensive training. AI agents enable organizations in Thailand to move beyond traditional service models, creating a personal and frictionless experience while providing lasting value through smarter, real-time support.

#5 Agents Building Agents, Agents Talking to Agents Become Commonplace 

Just as organizations have employees specialized in specific functions, AI agents will soon be assigned unique roles within a network. These agents will work alongside human employees, communicate with other agents, and create new agents as business needs evolve. Each agent will have a defined function, allowing the network to handle a wide range of tasks efficiently.

In this agent network, meta-agents will be crucial, coordinating actions across other agents to keep workflows seamless. For instance, a concierge agent might interact with users, guiding them on tasks it can assist with and providing updates on task progress. An orchestration agent would assess user needs and route requests to the appropriate agent, ensuring tasks are managed effectively. This setup enables collaboration on platforms like Slack, where human employees and AI agents can interact as a unified team, enhancing responsiveness and coordination.

This new era of agents will redefine collaboration, creating a blended environment where humans and agents work side by side to enhance productivity, improve customer experiences, and support business growth through streamlined operations.

More information

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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 customers success— powered by AI, data, and action. Visit www.salesforce.com for more information.

 

Media Contacts

Pharatah Senapan (Vera)

TQPR (Thailand) Co., Ltd

+66 2260 5820 ext. 121

vera@tqpr.com

 

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