In today's highly competitive world, using AI technology to develop business is not just an option but a key tool for gaining advantage in every arena — from cutting costs and boosting operational efficiency to increasing revenue. As a new-generation entrepreneur, O-Chantrach Pibulsawat is transforming his family's traditional OEM/ODM cosmetics factory into a fully AI-driven organization, leading Comets Intertrade Co., Ltd. and its affiliate ICT Manufacturing Co., Ltd. to leap forward, achieving sales exceeding one billion baht within just over a year.
“We don’t see AI as a new toy or just a cool tool; we regard AI as the organization’s new infrastructure, like electricity and the internet. When used properly, it lets the organization accelerate dramatically,” said the international business development manager of Comets Intertrade Co., Ltd. and its affiliate ICT Manufacturing Co., Ltd., describing the major business transformation driven by AI.
This is because the modern cosmetics factory competes not just on formulas but on speed. Investing in AI to enhance operational efficiency is therefore well worth it.
“Two years ago, I got the green light from my mother to overhaul the company’s back office with AI. Previously, employees had to manually key in data from dozens of purchase orders daily into Excel, requiring 5–6 people each day just to handle documents. Introducing AI to create labor-saving tools transformed everything into an automated system. Employees now upload PDF files to a web portal, and the system extracts all data into Excel files, which are then forwarded to other departments automatically. I use AI for marketing and sales, such as analyzing customer behavior and forecasting sales. AI can analyze historical data to predict product demand, enabling precise stock management. It even generates advertising content effectively. We also use AI in customer service via chatbots to answer queries automatically, reducing wait times and analyzing customer sentiment to promptly address issues. AI helps reduce repetitive tasks like document management, data entry, and quality checks, minimizing human errors. Importantly, AI can inspect product quality on the production line more accurately than random human checks, saving costs and boosting efficiency.”
However, O’s intelligence lies in not letting AI guess on its own but tightly controlling every detail personally.
“In packaging and cosmetics factories, small mistakes translate to real costs. So we don’t let AI operate freely but build systems with locked-in logic to ensure the most accurate results. I use AI to write Python scripts that precisely locate data fields, such as which column is the customer’s name and which is the product code, instead of letting models interpret everything by themselves.”
This reflects a modern mindset—not blindly infatuated with AI trends but understanding that good AI must integrate effectively with actual business systems. One of the most interesting ideas is turning conversations in LINE Group Chat into a vast organizational knowledge base.
“Previously, each department had admins saving chat messages, sorting files and folders, and archiving daily work conversations piece by piece. Now, employees simply copy entire conversations into a server window, where Local AI organizes the messages, converts them into readable files, categorizes, separates them, and automatically links data to relevant projects. Much organizational knowledge in Thai companies isn’t lost but scattered across LINE Group Chats and in people’s heads. We aim to extract this knowledge into a system everyone can access. If one day you want to check when a customer confirmed artwork, you no longer need to scroll through thousands of messages—just ask AI, and it will instantly retrieve the information.”
Given AI’s significant role in business development, many might think it requires huge investments. She revealed that initially, the whole company subscribed to only three ChatGPT Plus accounts. Currently, they have added four Claude AI subscriptions and developed their own Local AI to enhance data security and prevent leaks. The total investment is minimal compared to the substantial gains in speed and efficiency.
Currently, the company has 200 full-time employees, and about 600 including daily factory workers. Although AI is integrated nearly everywhere, she firmly denies any policy to reduce staff. On the contrary, employees who used to spend all day keying data now have time to develop other skills.
“We never saw AI as a replacement for people; it’s about returning time to them so they can focus on more valuable work. Those who keyed data all day actually knew the work details best. Once freed from repetitive tasks, they begin to see new business opportunities. My team and I use AI to make workflows more convenient, accurate, and secure. We also use AI to analyze market behavior, identify new demands and consumer pain points, and create innovations that truly meet needs.”
This energetic new-generation executive shared: “In the past, competition was about labor costs, but in the future, winners won’t be those who produce cheapest but those who adapt fastest. Many think adopting AI in business requires massive investment, but the most expensive thing is not money—it’s the mindset to dare change how we work. I’m confident in the future of Thai cosmetics businesses. Despite the global economic slowdown, consumers still trust Thai cosmetics. Beyond dominating the Southeast Asian market, Thai cosmetics are popular in the Middle East for their high quality and affordable price. In cosmetics, whoever spots trends and understands consumers first has the edge to win the market.”
Thairath Newspaper Reporting Team
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