AI and Omni-Channel Integration in Thai Retail Development: A Comparative Study of Global and Local Practices
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Abstract
This study aims to explore and analyze the integration between Artificial Intelligence (AI) technology and Omni-Channel retail systems in developing Thailand's retail industry by comparing it with global best practices. The rationale for this study stems from the rapid transformation of AI technology that is revolutionizing the retail industry worldwide, including the necessity for Thailand to adapt to keep pace with these changes, particularly in the context where consumers have increasingly high expectations for personalized and seamless shopping experiences across all channels.
The study employs a Systematic Literature Review methodology, collecting data from diverse sources including academic articles from online databases, research reports from leading research institutions, case studies from global retail companies, and industry reports from consulting firms. The data selection criteria were established to include publications within the past 5 years (2020-2024) related to AI, Omni-Channel, or retail technology, with supporting case studies or empirical evidence demonstrating the application of AI integrated with omni-channel retail systems and modern retail innovations that can enhance operational efficiency, create new shopping experiences, and generate value for both retailers and consumers.
The study identifies six key factors driving the retail industry: Smart Store Experience, Inventory Intelligence, Seamless Commerce Journey, Hyper-Personalization, Supply Chain Revolution, and Data-Driven Store Operations. The research found that Thailand demonstrates high readiness for AI technology adoption, with 92% of the workforce using AI in their work, but still faces challenges in personnel skill development, high investment costs, and data privacy concerns.
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