AWS Thailand It revealed its business direction and key strategies prepared for 2026 amid Thailand's digital economy expected to grow three times faster than GDP, reaching a value of 5.6 trillion baht. This makes the year a pivotal moment for Thailand's cloud market, especially for AWS Thailand, which has announced a full-scale offensive reaffirming its commitment after launching “AWS Asia Pacific (Thailand) Region” officially last year.
Watson Thirapattapong, Country Manager of AWS Thailand, disclosed that following the major investment announcement of over 5 billion U.S. dollars (approximately 190 billion baht) in Thailand over 15 years—expected to create up to 10,000 jobs annually—AWS Thailand Region is now officially available with 3 fully operational Availability Zones from day one.
Notably, there are signs of growth from large enterprise customers gradually migrating their systems back to local data centers. The main supporting factors are threefold: domestic availability provides huge benefits including data residency within the country, latency reduction by 4-6 times enabling faster system response, and importantly, service costs that are 10% cheaper than using overseas regions, addressing organizations’ current need for cost optimization.
Currently, AWS offers over 120 services to customers in Thailand and is rapidly introducing specialized services to cover 80-90% of customer needs.
Watson said that last year Thai organizations showed significant and positive advancements in AI adoption at the enterprise level.
Survey data indicates that the proportion of Thai organizations seriously using AI for business purposes rose from 24% in 2024 to 32% in 2025, a growth rate of 33%. This statistic means that every three minutes, one company in Thailand integrates AI into its systems or uses it seriously.
Furthermore, Thai organizations are increasingly ready to apply deeper AI technologies, moving beyond Proof of Concept (POC) or basic chatbot trials to embedding AI into workflows for real business impact. This shift is driven by executives’ demand for tangible business results and return on investment rather than paying for licenses without benefits.
Differences based on organization size show that large and medium-sized enterprises have broader and deeper AI visions, applying it to complex problem solving such as Agentic AI for code migration, asset evaluation, or high-accuracy document reading (OCR).
Meanwhile, small enterprises (SMEs/Startups) mostly remain in early AI application stages, using basic, less complex AI compared to larger organizations. Notable case studies include:
• Krungsri Bank uses AI to analyze transactions for detecting mule accounts in collaboration with the government and employs Computer Vision to appraise assets, reducing processing time from days to minutes. AI-assisted code migration halves time and costs.
• Sansiri developed the “San X” AI Agent platform for employees to search knowledge from over 500 projects to better serve customers, and uses AI for invoice document reading (OCR), achieving accuracy increases to 80-90% and cost savings.
• SPRC migrated its developer environment from .NET on Windows to open-source cloud systems, saving 76% in costs and improving developer productivity by 13 times.
Additionally, new innovations unveiled at AWS re:Invent 2025 will support developers and organizations in creating and expanding Generative AI capabilities, led by advanced Frontier Agents such as:
Updates to Amazon Bedrock platform include adding 18 new models, offering more flexible options, including models from Mistral AI (Mistral Large 3 and Mistral 3), Gemma 3 from Google, Nemotron from NVIDIA, and GPT OSS Safeguard from OpenAI.
AWS introduced the Amazon Nova 2 Model Family with four models (Lite, Pro, Sonic, Omni) highlighting reasoning, multimodal, and agentic workflows. This includes Nova Forge for training custom enterprise models with access to pre-trained checkpoints, and Nova Act for automating UI workflows via natural language with 90% accuracy.
Regarding new infrastructure, AWS launched Trainium3 UltraServers that are 4.4 times faster and cost half as much, along with AWS AI Factories—specialized infrastructure integrating NVIDIA GPUs, Trainium chips, AWS networking, and services like Bedrock and SageMaker within enterprise data centers to comply with data governance requirements.
For 2026, Watson outlined four key business directions aligned with market demands:
1. Accelerate AWS Thailand Region development Support Thai organizations migrating workloads to the domestic cloud, maximize benefits from major infrastructure projects, and ensure AI readiness.
2 Elevate Agentic AI as a core organizational platform AWS sees Agentic AI as the next wave transforming all organizations’ work by 2026, evolving AI from mere assistants (Generative AI/Assistant) or foundation models creating content or analyzing data to AI Agents that autonomously think, plan, and act in place of humans, solving complex organizational problems deeply.
3. Focus deeply on three key industries (Industry Horizon) AWS will deliver more specialized solutions rather than broad cloud offerings, concentrating on financial services (FSI), retail, and manufacturing sectors. It will build comprehensive 360-degree collaborations from infrastructure to industry-specific solutions.
Examples include supporting backend systems for branchless (virtual) banks needing low-cost platforms and meeting the Bank of Thailand’s development deadlines, including core banking modernization.
4. Expand AI capabilities through partners Develop partners with deep AI expertise in data, platforms, and applications, enabling them to grow and effectively advise customers amid rapid expansion of Agentic AI and GenAI.
Beyond technology investment, Watson added that AWS Thailand prioritizes upgrading the Thai workforce to address a digital skills shortage. Approximately 70% of organizations struggle to fill AI-related positions, so AWS is accelerating collaboration with government and educational institutions to resolve this.
Since 2017, AWS has trained over 100,000 Thais in advanced cloud skills through national initiatives like Tech for Digital Future and Skills to Job, building sustainable talent pipelines for the tech industry.
While economic volatility may affect market demand—posing challenges requiring increased efforts from AWS sales and service teams to accelerate technology adoption—AWS confirms economic factors will not slow its 15-year infrastructure investment plan in Thailand, Watson said.
In summary, 2026 will be a year where AWS Thailand moves beyond "cloud" to become a comprehensive infrastructure platform for AI Agents, covering models, chips, frameworks, and specialized data centers, enabling Thai businesses to access new tools and expert support more fully.