AI-powered chatbots are changing the way businesses in Thailand connect with their customers. With rising demand for instant, 24/7 communication, companies are turning to automation to deliver faster, smarter, and more cost-effective support, especially across beloved platforms like LINE and Facebook Messenger.

Chatbots on the Rise in Thailand

Thailand’s chatbot market is booming. Grand View Research valued the industry at US$125.5 million in 2024, it’s growing fast with a projected  compound annual growth of 23.6% through 2030.

LINE, Thailand’s most-used messaging app, processed over 43 million chatbot messages daily in 2020, while Facebook Messenger hosts 300,000+ active bots. Clearly, chatbots aren’t a trend,  they’re becoming the norm.

This surge aligns with Thailand’s digital evolution. As sectors like tourism and retail recover and adapt post-pandemic, businesses are embracing tech to streamline operations and engage customers more effectively.

Thai Businesses Are Going All In

From small shops to big brands, Thai businesses are integrating chatbots to meet rising customer expectations. In fact, 100% of SMEs in Thailand have shifted online, and 99% plan to keep offering contactless services.

Why? Chatbots can:

• 💬 Respond 24/7

• ⚖️ Handle multiple inquiries at once

• ✅ Offer consistent service quality

• 🎯 Personalise interactions

• 💰 Lower customer service costs

That said, success depends on more than just installing a bot. According to Thammasat University research, understanding user attitudes and designing bots for specific service needs is key to long-term adoption.

Case Study: AI Bots for Property Management 

While chatbots dominate text-based customer support, voice AI offers a similar solution, and it's already proving its value in Thailand's real estate sector.

Challenge: A leading brokerage and property management company in Thailand faced a major operational bottleneck. Their small rental support team manually contacted thousands of landlords to confirm property availability — a time-consuming process that led to delays, rising labour costs, and outdated listings. 

Solution: Thaiger AI deployed a smart voice-calling system powered by conversational AI. The system:

• Automatically called landlords with tailored scripts.

• Captured structured responses in real-time.

• Synced availability data into FazWaz’s backend.

• Auto-redialed unanswered calls, ensuring no opportunity was missed.

Results:

• 📈 FazWaz hit a 97% landlord response rate.

• 💸 Saved 55,000 to 65,000 baht per month in staffing costs.

• ⚡ Enabled real-time property updates with minimal human input.

More Than Just Customer Service

Chatbots in Thailand aren’t just answering support tickets. They’re being used in:

• 📚 Education – To guide students and provide resources.

• 🏥 Healthcare – For mental health support and appointment booking.

• 🛒 E-commerce – To streamline sales and automate FAQs.

Thailand’s own version, OpenThaiGPT is already being used for document classification, translation, and information retrieval across sectors.

The Future Looks Bright (and Automated)

As digital transformation accelerates in Thailand, the chatbot boom is far from over. Advancements in machine learning and NLP are making bots more human-like and more useful.

For businesses, this means new opportunities, but also a responsibility to ensure trust, privacy, and user-centric design. The more tailored and thoughtful the implementation, the better the customer experience.

AI chatbots are more than just a tech upgrade, they’re reshaping how businesses in Thailand communicate. Whether you're an SME or an enterprise, now’s the time to explore how automation can elevate your customer service game.