Google Thailand Unveils AI-Focused Strategy
Strategic Vision for Thailand’s Digital Future
Google Thailand has introduced a comprehensive strategy aimed at leveraging artificial intelligence (AI), strengthening digital infrastructure, and fostering the growth of small and medium-sized enterprises (SMEs). This initiative is part of a broader effort to support Thailand's digital economy, which is projected to expand significantly in the coming years.
Rafael Scislowski, the new country manager of Google Thailand, emphasized the potential of the market. He highlighted that Thailand boasts the second-largest digital economy in Southeast Asia, with a rapidly growing video landscape and strong government support for digital infrastructure. Prior to his current role, Scislowski served as Industry Sales Lead at Google Vietnam, bringing valuable experience to his new position.
Google’s focus remains on supporting growth across various sectors, including clients, enterprises, and infrastructure. A key priority is upskilling, with an ambitious goal of training 150,000 Thais by 2026. Additionally, the company is investing $1 billion in cloud development, including new data centers, regional expansion, and subsea cable projects to strengthen the digital backbone.
Supporting SMEs and Global Expansion
One of the main objectives of Google’s strategy is to empower SMEs to become global exporters. The company recognizes that navigating international markets can be complex, and it aims to provide education, tools, and AI-driven solutions to help these businesses thrive. By enabling SMEs to create multilingual websites and content, Google is opening doors to global trade and reducing barriers to entry.
Scislowski noted that Google teams across Southeast Asia are dedicated to educating sellers about foreign markets, guiding them through the export setup process, and leveraging AI to enhance their capabilities. This approach not only supports local growth but also helps SMEs expand internationally.
AI as a Catalyst for Transformation
AI is at the heart of Google’s future plans. The company is continuously rolling out updates to its products, such as Search and YouTube, to make them more powerful and user-friendly. Specifically, the introduction of AI Search Mode and the integration of Gemini, Google’s AI assistant, is expected to drive significant improvements.
According to Scislowski, AI is not replacing traditional search but enhancing it, leading to higher quality results and a surge in user queries globally. The evolution of search methods, such as Google Lens, has opened up new opportunities for users across different demographics, from older consumers to Gen Z.
Impact on Digital Agencies and Industry Evolution
Digital agencies are also adapting to the AI-driven landscape. They are integrating AI into their internal reporting and analysis frameworks to improve efficiency and save time. More importantly, they are educating clients on how AI, specifically Gemini and other large language models (LLMs), can help brands stay competitive in the future.
Agencies play a crucial role in interpreting new technologies and helping clients navigate this evolving environment. Scislowski emphasized that Google is making significant investments into Gemini, with rapid updates and continuous improvements. Recent third-party surveys indicate that Gemini 3 is ahead of the competition, and Google is committed to maintaining this advantage.
Future Outlook and Commitment
While monetization strategies for AI are still being explored, Google’s immediate focus is on providing access to its tools, especially for students and enterprises. With 5 trillion searches every year, Google is uniquely positioned to succeed in the new era of AI.
The company’s long-term vision includes integrating Thailand into the global large language model ecosystem and advancing fields like agriculture. These efforts are expected to further accelerate the transformation of Thailand’s digital economy.
By focusing on innovation, education, and infrastructure, Google is playing a pivotal role in shaping Thailand’s digital future. The company’s commitment to AI and upskilling ensures that it will continue to support the growth of businesses, consumers, and the broader ecosystem.
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