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Chat commerce gains ground
Bangkok Post
|March 12, 2026
Artificial intelligence (AI)-powered conversational commerce is intensifying in Thailand as major platforms such as Meta and Line step up efforts to support local small and medium-sized enterprises (SMEs).
By enabling businesses to respond to customers and convert sales more naturally through a chat tool, these major platforms aim to help merchants expand online revenue streams amid a sluggish economy.
Meta recently introduced Business Al on Messenger in Thailand, an AI agent that helps businesses engage with customers and build stronger relationships.
Thailand ranks among the top 10 countries globally for business conversations on Messenger, reflecting the country’s strong adoption of chat-based commerce. Business AI is aimed to become its new revenue source, apart from online ads.
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