Accenture says Thai businesses utilising benefits of agentic AI

Amid rising economic pressure, Thai businesses are turning to agentic artificial intelligence (AI) to enhance efficiency, agility and competitiveness.

- SUCHIT LEESA-NGUANSUK

These businesses are leveraging agentic AI to transform operations and move beyond reactive cost-cutting to proactive value creation, according to global consultancy Accenture Thailand.

"Agentic AI represents the next big leap — not just an evolution of generative AI [GenAI], but a re-imagination of how business gets done," Patama Chantaruck, country managing director of Accenture Thailand, told the Bangkok Post.

The term agentic AI refers to an AI system with enhanced autonomy, decision-making capabilities and adaptability.

While GenAI enhances specific tasks, agentic AI enables systems that can reason, make decisions, and act independently within defined parameters, said Ms Patama.

The key triggers in Thailand to adopt agentic AI are the pace of technological advancement and the rising economic pressure demanding higher efficiency and agility.

Agentic AI gives Thai businesses a path to rewire their operations, from product development to customer service, with AI that learns, adapts, and collaborates like a team member, she said.

"A foundational enabler is what we call the 'cognitive digital brain' — a dynamic AI layer integrating data, automation, and decision intelligence," said Ms Patama.

Pre-trained agents, customised to reflect an organisation's unique data and goals, unlock new value at speed and scale, she said.

"In our own marketing function, for example, agentic AI has reduced manual steps by up to 35%, improved time-to-market by 50%, and significantly lowered costs," said Ms Patama.

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