Global technology firm Salesforce has continued to expand its business in Thailand to capitalise on the nation's digital transformation market.
The company introduced a beta version of its Einstein GPT, the world's first generative artificial intelligence (AI) for customer relationship management (CRM) tasks.
Thailand is the second country where the firm decided to establish a permanent office within Asean, with the other being Singapore.
Thailand represents a high-growth market from accelerating its digital transformation, said Amit Suxena, vice-president for Asean at Salesforce.
The company set up a representative office in Thailand in July 2021 before upgrading it to a full office last month. It has increased the size of its workforce by five times since 2021.
"We designed the office to reflect sustainability and a working environment for collaboration and supporting customers to see our technology," said Mr Suxena.
Thailand's digital economy will reach US$57 billion by 2025 and will achieve $79.5 billion in economic value that will be created by digital transformation by 2030, he said.
Mr Suxena cited an IDC study titled Trailblazer Economy that predicted the company can create new business revenue worth $1.7 billion by 2026 in Thailand and 31,200 new jobs related to Salesforce.
In addition, the company will offer more localised support such as Tableau, its analytic platform that supports Thai language usage, said Mr Suxena.
Despite global economic headwinds, the company continues to see demand for investment in technology to increase efficiency and productivity, while the delivery of customer experiences are important for the business digital transformation journey, he said.
Robos Suvanmas, solution lead of Salesforce Thailand, said the company recently announced its next generation of Einstein GPT, the world's first generative AI CRM technology, which delivers AI-created content across sales, service, marketing, commerce, and IT interaction, at hyperscale.
With Einstein GPT, Salesforce will transform every customer experience with generative AI, he said.
Einstein GPT combines the predictive capability of the company's AI model with generative AI from an ecosystem of partners.
The Einstein GPT enables the customers to create personalised, AI-generated content to support their sales, services, and marketing. It helps create more productivity and automation, but will not replace workers.
For example, in sales, it can recommend potential customers from internal customer data. AI can also help recommend items that serve customers' needs while GPT can extract more public data and provide automated replies to their customers with up-selling content.
"This will be suitable more for businesses that have a massive amount of customer data and interact with customers for a faster automation process," said Mr Suxena.
Currently, the Einstein GPT is still in the beta version and is being piloted with 10 customers.
Moreover, Salesforce Ventures, the firm's global investment arm, launched a $250 million generative AI fund to invest in startups with high potential, bolster the startup ecosystem, and spark the development of responsible, trusted and generative AI.
