Siam Piwat pioneers AI innovation to shape the future of intelligent, customer-centric experiences at global destinations

Bangkok, 22 May 2025 – Siam Piwat, leading real estate and retail developer, the owner and operator of world-renowned projects such as Siam Paragon, Siam Center, Siam Discovery, and co-owner of ICONSIAM and Siam Premium Outlets Bangkok, takes a major step forward by fully integrating AI technology into its business operations. It is the first shopping mall group to pilot the installation of AI Customer Service Kiosks to enhance customer convenience and provide immediate, multilingual support. At the same time, the Company has strengthened its digital and AI teams to achieve operational excellence, as part of a drive to adapt to the evolving landscape of the future retail industry.

Over the past year, the Siam Piwat Group has strategically and successfully embedded Generative AI technology to enhance the efficiency of its integrated digital ecosystem. This sophisticated integration covers key areas, including Customer Experience (CX), Data Management, Process automation, IT Infrastructure, software development, and digital innovation in mobile applications.

Axel Winter, CEO of Xponential Co., Ltd., a joint venture for innovation between Siam Piwat and Pivot Digital Co., Ltd., and Chief Digital Officer of Siam Piwat Co., Ltd., stated: “Our key objective in developing our AI strategy is to deliver hyper-personalized customer experiences and operational excellence. We are leveraging AI to power more intuitive product search and recommendations, as well as to introduce convenient AI-powered features, such as image analysis for streamlined rewards and parking, alongside tools for a deeper understanding of customer feedback. This strategy also includes sophisticated data analytics to manage advertising effectively, both within our applications and across our shopping centers, as well as the adoption of advanced AI automation systems to analyze customer insights more comprehensively and in real time.

Furthermore, we have established a dedicated team of AI experts who are not only working on these new features but also providing crucial AI training for our business users. Alongside this, we have formed strategic alliances with Google Cloud and agile startups to continuously drive AI innovation, thereby setting a new standard for the retail business in Thailand.”

Panthep Nilasinthop, Chief Customer Officer, Customer Experience at Siam Piwat Co., Ltd., stated: “We focus on creating a 'WOW experience' for our customers through enhanced convenience and personalized interactions that drive engagement. Such innovations require a deep understanding of our customer behavior and needs, enabling us to deliver digital experiences that impressed customers at every touchpoint. This includes upgrading features in the ONESIAM SuperApp, such as 'Snap & Collect,' where customers can get rewards and collect spending to maintain member status with one snap of the receipt from the app, or 'E-parking Stamp,' where customers can auto-validate parking ticket through a snap of the receipt without having to visit service counter. For these features AI helps verified authenticity of the receipts and auto-process to reduce wait time and save effort for our customers. We also enhance search and recommendation capabilities in our ONESIAM SuperApp using AI which help increase accuracy and personalization for benefits and product selections.”

To elevate the customer experience to the next level, Siam Piwat, in collaboration with Amity, has installed AI Customer Service Kiosks—intelligent kiosks equipped with digital customer service staff at Siam Paragon and ICONSIAM. These kiosks assist customers in locating stores and accessing basic information. In the initial phase, the system supports multiple languages, including Thai, English, and Chinese. Given its well-received feedback from customers, we also plan to expand features, support more languages, and roll out to wider areas. This includes the number of AI Customer Service Kiosks at Siam Paragon, Siam Center, Siam Discovery, and ICONSIAM within this year. In the next Phase of the AI Customer Service Kiosk rollout, support for four additional languages - Korean, Japanese, Russian, and Arabic - will be introduced to better serve our international visitors.

In addition, real-time AI-powered translation devices have been introduced to enhance customer service, helping to overcome language barriers and provide faster assistance.

Boonlerd Sinsombat, Senior Executive Vice President and Head of Information Technology at Siam Piwat Co., Ltd., stated: “The IT infrastructure is a crucial factor as
the backbone in driving the organization forward with stability and increasing operational efficiency. Providing basic AI knowledge is essential for upskilling employees. Siam Piwat has implemented AI tools such as Microsoft CoPilot, a Generative AI chatbot integrated with Microsoft Office, across the organization. This allows all employees easy access and use, boosting productivity in every team. Furthermore, we provide training on how to effectively use CoPilot, so employees can fully leverage the benefits of this technology. This company-wide adoption is key to fostering an innovative, AI-empowered culture across Siam Piwat.”

To further streamline finance and accounting operations, AI has been integrated into the accounts payable process. The system automatically matches purchase orders with invoices and generates payment transaction in the SAP system.

Waiyot Piyakulvoravat, Executive Vice President, Business IT Group Head- Customer & Business Solution at Siam Piwat Co., Ltd., stated: “We have integrated the AI technology to analyze the in-mall customer journey, using deep learning to transform data into valuable insights (Surveillance to Intelligence). This enables precise analysis of customer behavior, allowing the delivery of personalized offers and promotions at the right time, and elevating the shopping experience to better match individual needs. The use of AI not only enhances customer engagement but also improves operational efficiency, reinforcing Siam Piwat’s position as a leader in developing premier destinations in Thailand and the region.”

Surasak Wattanayakorn, Group Head, Business Data Strategy & Intelligence at Siam Piwat Co., Ltd., stated: “We have upgraded our data platform to ensure a modern, high-performance database system with improved processing capabilities. This allows us to manage and utilize data more effectively, as data is a powerful asset that enhances competitiveness and deepens our understanding of customers, retail tenants, and business partners. With AI, we can analyze various types of data much faster, enabling us to turn insights into actionable business opportunities.”

Siam Piwat's comprehensive approach to artificial intelligence underscores its commitment to not only leading Thailand's retail sector but also shaping the future of intelligent, customer-centric destination experiences globally.