Thailand Bot Market Size, Share & Trends Analysis Report By Offering (Solution, Services), By Technology (AI-powered Bots, Rule-based Bots), By Deployment, By Enterprise Size, By Sales Channel, By Vertical, And Segment Forecasts, 2025 - 2030

Thailand Bot Market Size & Trends

The Thailand bot market size was valued at USD 125.5 million in 2024 and is projected to grow at a CAGR of 23.6% from 2025 to 2030. This growth is influenced by factors such as the increasing adoption of digital technologies and the growing demand for AI-powered solutions. The integration of AI technologies in various sectors, including customer service and support functions, is contributing to the growth of Thailand's bot industry. Additionally, the use of chatbots in platforms such as LINE, a popular messaging app in Thailand, further supports this growth by enabling businesses to engage with customers more effectively through personalized and automated interactions.

Government initiatives and investments in research and development have significantly influenced the market. For instance, the Thai government is proactively implementing policies to foster a favorable investment environment and stimulate domestic consumption. The Thailand Board of Investment (BOI) plays a crucial role by offering a range of incentives to investors, including tax benefits and targeted support for specific sectors. Moreover, the rapid advancements in AI technologies, including machine learning and natural language processing, are enhancing the efficiency and performance of chatbots. This technological progress is expected to boost the adoption of AI-powered chatbots and virtual assistants across various sectors.

Furthermore, this growth is supported by the broader economic trends in Thailand, including the recovery of key sectors such as tourism and private consumption. As the economy continues to grow, driven by fiscal stimulus measures and technological advancements, the demand for AI-powered solutions is likely to increase. This trend aligns with the overall digital transformation and innovation strategies being implemented across various industries in Thailand. In addition, initiatives like Thailand's 4.0 strategy and the National AI Strategy are fostering a conducive environment for AI adoption by enhancing data governance, infrastructure development, and human resource capacity, further bolstering the integration of AI technologies across the country.

Offering Insights

The solution segment dominated the market with a 62.2% revenue share in 2024. The growth of this segment is fueled by the increasing demand for automation and the need for continuous customer engagement. Chatbots and voice bots have become widely adopted in customer service roles, offering instant responses that improve user satisfaction while reducing operational costs. Virtual assistants are revolutionizing both consumer-facing and enterprise applications by enhancing user experiences and operational workflows. AI chatbot platforms, powered by machine learning and natural language processing, are enabling businesses to deliver more intelligent and context-aware interactions, further driving customer satisfaction.

The services segment is expected to grow at the highest CAGR over the forecast period. The services segment plays a pivotal role in helping organizations realize the full potential of bots by providing essential support such as consulting, integration, training, onboarding, and maintenance. These services are critical for businesses aiming to implement bots effectively, ensuring seamless integration into existing workflows while equipping employees with the skills needed to operate these tools. Additionally, they facilitate continuous optimization post-deployment, which is vital for maintaining efficiency and relevance in dynamic business environments.

Technology Insights

AI-powered bots dominated the market with the highest revenue share in 2024. AI-powered bots, driven by AI, ML, and NLP, have revolutionized customer interactions by enabling dynamic and human-like engagements. Unlike traditional rule-based bots, these advanced systems can learn from interactions, adapt to user behavior, and continuously enhance their performance. This capability allows businesses to deliver personalized, efficient, and accurate responses, significantly improving the overall user experience.

The hybrid bot segment is anticipated to grow at a significant CAGR over the forecast period. Hybrid bots represent a transformative approach to automation, combining rule-based logic with AI-driven capabilities to deliver a balanced and efficient solution for customer interactions. These bots excel by handling structured tasks through predefined rules while leveraging artificial intelligence to manage nuanced and complex conversations. This dual functionality ensures both reliability and adaptability, making hybrid bots a versatile tool within the Thailand bot industry.

Deployment Insights

The cloud segment dominated the market with the highest revenue share in 2024. The rapid growth of cloud deployment is largely fueled by the increasing adoption of cloud computing and the demand for flexible, scalable solutions that align with evolving business needs. Cloud-hosted bots provide organizations with reduced operational costs by eliminating the need for dedicated IT infrastructure while offering the ability to update and maintain bots with minimal downtime. Moreover, the pay-as-you-go model of cloud services allows businesses to scale their bot usage in response to fluctuating demands, optimizing return on investment. Advanced features such as global accessibility and real-time updates further enhance the efficiency and reliability of cloud-based bots.

The on-premises segment is expected to grow at a significant CAGR over the forecast period. The growth of on-premises bot deployment is largely driven by rising concerns over data privacy and the need for tailored solutions. Organizations handling sensitive information, such as financial records or personal customer data, often prefer this model to maintain strict control over their systems and comply with regulatory standards. Unlike cloud-based solutions, on-premises bots provide enhanced security by keeping all data within the organization’s network, reducing vulnerabilities to external breaches. Additionally, these bots allow businesses to customize features, integrate with existing workflows, and optimize performance based on their unique infrastructure.

Enterprise Size Insights

The Small and Medium Enterprises (SMEs) segment dominated the market with the highest revenue share in 2024, driven by the increasing availability of user-friendly chatbot development platforms that enable businesses with limited technical expertise to implement bot solutions effectively. This accessibility allows SMEs to automate customer service without requiring extensive IT resources. Additionally, the cost-effectiveness of bots compared to maintaining large customer service teams appeals to SMEs aiming to reduce operational expenses. Lastly, the scalability of cloud-based bot services allows these enterprises to adjust their bot capabilities in line with business growth, ensuring that the technology continues to meet evolving needs.

The large enterprises segment is expected to grow at a significant CAGR over the forecast period. The adoption of bots in large enterprises is primarily driven by the need to maintain competitiveness and operational excellence. Bots facilitate faster handling of customer queries, significantly reducing wait times and enhancing satisfaction levels. In internal operations, they assist with employee inquiries, onboarding processes, and IT troubleshooting, thereby boosting productivity. Additionally, bots generate valuable data by analyzing interactions, offering insights into customer behavior and operational inefficiencies. These insights enable enterprises to make informed strategic decisions and refine their services.

Sales Channel Insights

The B2C (Business-to-Consumer) segment dominated the market with the highest revenue share in 2024. In the B2C domain, bots are enhancing customer experiences across various industries, including customer service, e-commerce, healthcare, travel and hospitality, education, and entertainment. Customer service bots provide instant support, resolving common issues and answering FAQs. In e-commerce, bots assist shoppers with product recommendations and order tracking. Healthcare bots offer appointment scheduling and preliminary medical advice. In travel and hospitality, bots manage bookings and provide travel information. Educational bots deliver learning materials and answer student queries. Entertainment bots engage users with interactive content and personalized recommendations.

The B2B (Business-to-Business) segment is expected to grow at a significant CAGR over the forecast period. The rapid adoption of bots in B2B is driven by the demand for operational efficiency, cost reduction, and enhanced client relationships. Bots ensure consistent and instant responses, significantly improving customer satisfaction. By automating repetitive tasks, employees can focus on strategic objectives, boosting productivity. Additionally, bots’ ability to collect and analyze data provides actionable insights into customer preferences and operational performance, enabling informed business strategies.

Vertical Insights

The retail and e-commerce segment dominated the market with the highest revenue share in 2024. Bots are transforming the retail and e-commerce sectors by redefining customer engagement and operational efficiency. In these industries, chatbots provide instant support, personalized recommendations, and seamless shopping experiences, thereby enhancing customer satisfaction and driving sales. By automating tasks such as handling inquiries, assisting in product searches, and facilitating transactions, bots not only streamline the shopping process but also gather valuable consumer data. This data enables businesses to refine their offerings and marketing strategies, ensuring a more tailored approach to customer needs.

The BFSI segment is expected to grow at the highest CAGR over the forecast period. The Banking, Financial Services, and Insurance (BFSI) sector is increasingly leveraging bot technologies to enhance customer service, streamline operations, and ensure regulatory compliance. Chatbots have become integral in assisting customers with account inquiries, transaction processing, loan applications, and financial advice. By providing instant support and personalized services, these bots improve customer satisfaction and engagement. Furthermore, they play a crucial role in fraud detection by monitoring transactions for unusual patterns and alerting customers to potential threats. Internally, bots are utilized to automate processes such as employee onboarding and training, significantly enhancing operational efficiency.

Key Thailand Bot Company Insights

The Thailand bot market features several companies. Amazon Web Services, Inc. provides cloud infrastructure that supports AI and bot development, offering a wide range of services that can be leveraged by bot developers. Botnoi Group specializes in AI technologies, including chatbots, speech recognition, and text-to-speech systems, focusing on enhancing business operations through localized AI solutions. ConvoLab is another player in this space, though specific details about its offerings are not widely available. Meanwhile, Cloudee Thailand is involved in cloud services, which can be crucial for hosting and supporting bot applications. These companies play a significant role in shaping the Thailand bot industry.

• ConvoLab is a Thailand-based enterprise chat management platform specializing in AI-powered chatbots. It offers an end-to-end scalable solution that helps organizations optimize AI for customer engagement across various platforms, including Facebook Messenger, LINE, and WhatsApp. ConvoLab's platform supports bespoke bot creation and integrates with enterprise systems, enhancing customer experience through content management, chat marketing, and audience segmentation. As part of the Thailand bot industry, ConvoLab plays a significant role in shaping how businesses interact with customers digitally. It is now part of Amity, a parent company that aims to further develop its AI capabilities.

• BOTNOI Group is a Thai company dedicated to developing and applying AI technologies across diverse businesses. Beyond chatbots, BOTNOI specializes in speech recognition, text-to-speech, computer vision, and data science. The company focuses on creating AI systems that understand and respond to human language effectively, particularly in customer service and technical support. Its goal is to enhance business operations and contribute to societal success through innovative AI technologies. By contributing to the Thailand bot industry, BOTNOI Group helps drive innovation and adoption of AI solutions across various sectors.

Recent Development

• In January 2025, Amazon Web Services (AWS) announced the general availability of its new Asia Pacific (Thailand) Region, marking its first infrastructure region in Thailand and fourteenth in the Asia Pacific. The region consists of three Availability Zones and is named ap-southeast-7. This expansion supports Thailand's digital transformation and growing demand for cloud services.

• In December 2024, Central Food Retail Company Limited, Thailand’s retail sector, partnered with Google Cloud to launch Tops Chef Bot, the country’s first generative AI-powered shopping assistant. This innovative solution combines Google Cloud's advanced data analytics, generative AI, and enterprise search capabilities with Central Food Retail’s Personal Shopper service to deliver a seamless and personalized shopping experience.

• In December 2024, BOTNOI launched BOTNOI Voice, a text-to-speech and speech-to-text AI platform built on Amazon Web Services (AWS). This innovative platform supports over 20 languages with up to 95% accuracy, enabling organizations to enhance customer service across Southeast Asia. BOTNOI Voice features more than 200 near-human voices and is tailored to regional languages and cultural norms.

Thailand Bot Market Report Scope

Thailand Bot Market Report Segmentation

This report forecasts revenue growth at the country level and provides an analysis of the latest industry trends in each of the sub-segments from 2017 to 2030. For this study, Grand View Research has segmented the Thailand bot market report based on offerings, technology, deployment, enterprise size, sales channel, and vertical.

• Offerings Outlook (Revenue, USD Million, 2017 - 2030)

  • Solution

    • Chatbots

    • Voice Bots

    • Virtual Assistants

    • AI Chatbot Platforms

    • Omnichannel Bots

    • Others

  • Services

    • Integration Services

    • Consulting Services

    • Training and Onboarding Services

    • Support and Maintenance Services

    • Others

• Technology Outlook (Revenue, USD Million, 2017 - 2030)

  • AI-powered Bots

  • Rule-based Bots

  • Hybrid Bots

• Deployment Outlook (Revenue, USD Million, 2017 - 2030)

  • Cloud

  • On-premises

  • Distributed Recipient Deployments

• Enterprise Size Outlook (Revenue, USD Million, 2017 - 2030)

  • Small and Medium Enterprises (SMEs)

  • Large Enterprises

• Sales Channel Outlook (Revenue, USD Million, 2017 - 2030)

  • B2B (Business-to-Business)

    • Customer Support

    • Sales Enablement

    • IT Support

    • HR Automation

    • Training Assistance

    • E-commerce Support

    • Others

  • B2C (Business-to-Consumer)

    • Customer Service

    • E-commerce

    • Healthcare

    • Travel and Hospitality

    • Education

    • Entertainment

    • Others

• Vertical Outlook (Revenue, USD Million, 2017 - 2030)

  • Retail & E-commerce

  • BFSI

  • IT & Telecommunication

  • Healthcare

  • Education

  • Travel & Tourism

  • Media & Entertainment

  • Transportation & Logistics

  • Other