As AI adoption accelerates across Thailand, the biggest question for business leaders isn’t whether to use AI,  it’s what to automate, and what to keep human. In 2025, AI tools can handle far more than just chatbot replies or automated emails. But throwing automation at everything can backfire. 

Instead, Thai businesses should take a strategic approach, automating the tasks that are repetitive, time-consuming, or data-heavy, while preserving the roles that require creativity, empathy, and real-world judgement.

Here’s a breakdown of what Thai companies should automate today, based on use cases proven both globally and locally:

✅ Customer Service (First-line Inquiries)

Automate:

• FAQs, order tracking, and store hours

• Routine troubleshooting (e.g. "How do I reset my password?")

• Appointment confirmations and reminders

• Chatbot handoffs on LINE or WhatsApp

Why: In Thailand, customers increasingly expect 24/7 service, but most SMEs can't staff a full contact centre. AI chatbots fill this gap, handling up to 80% of common queries instantly. Platforms like LINE OA, Facebook Messenger, and WhatsApp Business API support AI chatbot integration, and Thai-language NLP has improved dramatically in the past year.

Useful Tip: Pair your chatbot with a clear escalation system. When the question is emotional, sensitive, or unique, hand it off to a human agent. Customers don’t mind talking to bots, as long as they know they can reach a person if needed.

✅ Lead Generation and Sales Qualification

Automate:

• Capturing leads via a chatbot or web form

• Pre-qualifying leads with automated questions

• Following up with leads via WhatsApp, email, or SMS

• Booking demos or meetings

Why: Many Thai businesses lose potential customers because they don’t respond fast enough. AI doesn’t sleep, and it doesn’t forget. Chatbots and autonomous sales agents can respond to inquiries instantly, ask pre-set qualification questions (budget, timeline, product fit), and schedule calls with your team.

Useful Tip: Use AI scoring models or your CRM to prioritise hot leads. For example, if a customer has interacted with your website five times, clicked your promotion, and messaged on LINE, AI can flag them as high-priority, saving your sales team hours of guesswork.

Turn leads into sales today. Book a call with Thaiger AI.

✅ Marketing Automation

Automate:

• Email and SMS campaigns

• Personalised product recommendations

• A/B testing of ads, landing pages, and headlines

• Posting to social media

Why: Marketing requires both scale and timing. AI can send hyper-personalised campaigns at the right time, to the right customer, improving conversion rates. Thai e-commerce platforms, especially those selling via Facebook Shops, Lazada, or Shopee, can plug into AI tools to recommend items and trigger cart abandonment messages.

Useful Tip: Use AI to create draft content, but always review for tone and cultural relevance. Thai customers value respectful, localised communication, something AI doesn’t always get right. Think of AI as your assistant, not your brand voice.

Client Success: One standout use case is automated lead follow-up via WhatsApp bots. By combining Facebook ad campaigns with real-time chatbot flows, businesses can turn cold leads into warm, qualified prospects, often without human intervention.

“Thaiger took our Facebook marketing to the next level with their WhatsApp chatbot integration. We were able to actually generate booked viewings for our clients instead of just a name and phone number to call. And all without any humans being involved!” — Adam Sutcliffe, Director, Dot Property

✅ Internal Admin and Operations

Automate:

• Expense tracking and approvals

• Payroll and attendance processing

• Data syncing between systems (e.g. form → CRM → invoice)

• Daily reporting

Why: This is where Thai SMEs can win big. Manual admin work slows teams down and creates errors. Many tools or Thai-specific ERP plugins are available to automate paperwork, sync invoices, and even notify teams via LINE when a task is complete. In sectors like logistics or hospitality, this reduces workload and improves speed.

Useful Tip: Start small, automate one annoying admin process (like sending receipts or compiling shift schedules), track the time saved, then expand. This builds confidence and internal support for broader automation.

❌ What Not to Automate (Yet)

Avoid automating:

• Emotional customer conversations (complaints, sensitive issues)

• Strategic planning or creative brainstorming

• High-value B2B sales calls or deal negotiations

• Cultural communication without review

Why: AI still lacks human judgment, nuance, and empathy. Customers expect polite, personal communication, especially when resolving a problem. For example, if a chatbot gives a cold or irrelevant response during a refund request, it can hurt brand trust.

Final Advice: Start With What Hurts the Most

Even one good automation, like a WhatsApp bot that qualifies leads or an AI voice assistant that follows up with customers, can save dozens of hours per month. It doesn’t just reduce cost; it frees your human team to do the work that moves your business forward. 

When choosing what to automate, ask yourself 3 important questions:

• What tasks eat up your team’s time every day?

• What gets delayed when you're short-staffed?

• What do customers complain about (slow replies, missed follow-ups)?

That’s your shortlist. To get started, book a call with us today!