Amazon Web Services announced on May 28 that Osotspa Public Company Limited, a leading consumer goods company in Thailand, is using generative AI and machine learning on AWS to change how its workforce makes decisions.
The company has implemented two main enterprise AI systems: OsotSphere, a Thai-language generative AI assistant powered by Amazon Bedrock, and an AI-driven Marketing Mix Modeling engine built on Amazon SageMaker. These tools integrate more than 700 business signals to help optimize marketing investments. OsotSphere allows employees to query complex business knowledge in Thai and receive contextual responses with citations, reducing manual reporting and repetitive inquiries. The platform resolves about 1,450 queries per month and enables self-service access to institutional knowledge.
Osotspa’s Marketing Mix Modeling platform uses machine learning methods with explainability features so marketing teams can see which factors drive growth. Since deploying the system, teams have used insights from the platform to adjust trade promotions, reallocate media spending, and identify new growth opportunities in Thailand as well as Cambodia, Laos, Myanmar, and Vietnam.
In February 2026, nine business groups at Osotspa participated in a workshop to determine where AI could address key challenges across finance, legal, compliance, marketing, and manufacturing. As a result of these efforts, chatbots now handle customer engagement; optical character recognition automates document processing; Amazon Quick supports knowledge management; and machine learning assists with supply chain recommendations. Each initiative began with identifying specific needs within business teams.
To support ongoing adoption of AI solutions throughout the organization of approximately 5,000 employees, Osotspa launched an internal “AI Skills Program 2.0” focused on responsible AI practices and practical training connected to daily-used systems such as OsotSphere and the marketing intelligence suite. Athikom Kanchanavibhu said, “We didn’t adopt AI to experiment. We adopted it to change how 5,000 people make decisions every day.” He added that their vision is for every executive at Osotspa “to have a dedicated AI agent for their function.”
Vatsun Thirapatarapong said, “Osotspa is proof of what happens when a heritage brand moves AI beyond a single team‘s remit to an operating standard across 5,000 employees… We’re proud to be the cloud and AI platform behind that ambition.”
Amazon operates in e-commerce and technology services while providing retail offerings such as online shopping as well as cloud computing through AWS services, according to its official website.