Google Cloud launches PanyaThAI to accelerate enterprise AI adoption in Thailand

Google Cloud has taken a major step toward strengthening Thailand’s digital economy with the launch of PanyaThAI, a new programme designed to help organisations move from experimental AI projects to large-scale, enterprise deployments. The initiative brings together 15 charter members from fast-growing firms like Bitazza to academic leaders such as Chulalongkorn University—signalling a shared commitment to responsible and locally relevant AI innovation.

The name PanyaThAI draws on the Thai word for “wisdom,” underscoring the initiative’s intent to blend local know-how with Google Cloud’s AI capabilities. The programme arrives at a moment when Thailand is widely seen as being on the brink of sizeable economic gains from AI. A study by Public First estimates that smarter, more consistent use of AI could add around THB 730 billion (US$21 billion) to the economy by 2030. But despite the opportunity, many organisations still find it difficult to move forward—often because their data isn’t yet ready for AI, decision-making frameworks are still evolving, or teams simply lack the skills needed to work confidently with new technologies.

Annop Siritikul, Country Director for Google Cloud Thailand, noted that companies already investing in AI are seeing strong returns, with some reporting a 727% three-year ROI. PanyaThAI, he said, aims to give organisations a clear blueprint, spanning strategy, governance, workforce upskilling and technology deployment—to help them achieve similar results.

The programme offers end-to-end support built on Google’s AI models, including Gemini and Vertex AI, alongside partnerships with Accenture, Deloitte and NTT DATA. NTT DATA plans to certify 300 local Google Cloud specialists, strengthening Thailand’s AI talent pipeline.

Charter members demonstrated several early outcomes at the launch. Education provider SE-Education showcased a generative AI-powered search agent that has improved user engagement and boosted conversion rates. Thai Wacoal highlighted its use of generative media tools to produce rapid product visuals, helping the brand speed up launches and better respond to market trends.

As more organisations join PanyaThAI, the programme is expected to play a defining role in shaping Thailand’s next phase of AI-driven growth, linking local innovation with global technology to unlock new economic and business value.