The first is AI rose in priority as service teams look for gains in speed, cost and customer satisfaction. DIGITAL LABOUR FORCEThe shift has already started, as Thai service teams estimate 25% of cases are handled by AI. Beyond resolving more cases, teams are betting on AI agents to amplify their impact, from cutting service costs to improving customer satisfaction. Most importantly, service reps with AI feel good about where they're headed, with agentic AI users being the most optimistic about their career prospects. While service reps agree AI is a lever for growth and opportunity, AI implementation comes with challenges.

Source: Bangkok Post February 04, 2026 16:21 UTC