BANGKOK — Siam Piwat Group, one of Thailand’s largest real estate and retail developers, has deepened its partnership with Google Cloud as it moves to deploy artificial intelligence across its business, the company said Tuesday.
The owner and operator of major shopping destinations including Siam Paragon and ICONSIAM said it is working with Google Cloud under the technology firm’s newly launched PanyaThAI program to develop enterprise-wide AI applications, following the successful migration of its ONESIAM SuperApp to an in-house software-as-a-service platform.
Siam Piwat, through Xponential, its digital and innovation unit, is a charter member of the PanyaThAI program, which aims to help organizations in Thailand adopt enterprise-grade “agentic AI” solutions using Google Cloud’s AI infrastructure. The program began with 15 charter members across key economic sectors.
The company said the move allows it to reduce reliance on multiple legacy software vendors while accelerating the use of AI to improve operations and customer engagement.
“We have built and deployed a robust in-house SaaS foundation that allows us to control our digital development while significantly lowering costs,” said Axel Winter, chief executive of Xponential and chief digital officer of Siam Piwat. “With Google Cloud, we are now scaling AI beyond experimentation to deliver tangible business value.”
Siam Piwat said AI tools are already operating within the ONESIAM SuperApp, replacing traditional rule-based systems. These include semantic search powered by Google Cloud’s Vertex AI to improve product discovery and personalization, AI-driven campaign management using BigQuery to analyze customer behavior in real time, and computer vision technology to automate loyalty rewards through receipt recognition.
The group said AI-powered text recommendations and translation tools are also embedded into its systems to support communication with both domestic and international customers.
Annop Siritikul, country director for Thailand at Google Cloud, said Siam Piwat’s approach demonstrates how companies can move from data-driven operations to more autonomous AI applications that enhance customer experience at scale.
Looking ahead, Siam Piwat said it plans to expand the use of “agentic AI” over the next six months, including predictive tools to anticipate customer preferences and generative AI to automate content creation and translation, particularly to support international visitors.
About Siam Piwat
Siam Piwat is a leading retail and real estate developer that owns Bangkok’s top destinations, including
Siam Paragon, Siam Center, Siam Discovery, ICONSIAM, and Siam Premium Outlets Bangkok. Siam Piwat has 50 subsidiaries across seven core businesses: real estate development, department stores, retail, food and beverage, venue management, digital platforms, and business support.
About Xponential
Founded in 2023, Xponential is the ONESIAM SuperApp Company and the innovation arm of Siam Piwat.
It delivers a proprietary SaaS Platform and enables co-innovation for the Siam Piwat Group, utilizing data and AI to drive the future of luxury retail.
About Google Cloud
Google Cloud is the new way to the cloud, providing AI, infrastructure, developer, data, security, and collaboration tools built for today and tomorrow. Google Cloud offers a powerful, fully integrated and optimized AI stack with its own planet-scale infrastructure, custom-built chips, generative AI models and development platform, as well as AI-powered applications, to help organizations transform. Customers in more than 200 countries and territories turn to Google Cloud as their trusted technology partner.
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