Bangkok, Thailand – Siam Piwat Group, a major real estate and retail developer in Thailand, together with its digital and innovation subsidiary Xponential, has broadened its digital transformation efforts through an expanded collaboration with Google Cloud.
The initiative follows the successful migration of the ONESIAM SuperApp to a proprietary SaaS platform and marks the next phase of the Group’s enterprise-wide AI strategy under Google Cloud’s PanyaThAI programme.
Siam Piwat is among the inaugural participants in PanyaThAI, a transformation initiative designed to support organisations in developing and implementing enterprise-grade, agent-based AI solutions.
The programme applies Google Cloud’s end-to-end AI capabilities to commercially focused use cases, with an initial cohort of 15 organisations representing key sectors of the Thai economy and an emphasis on measurable business outcomes.
“Thanks to our strong partnership with Google Cloud, we are doubling down on intelligence. Access to the PanyaThAI program and Google’s world-class AI stack, including its Gemini 3 models, has enabled us to achieve significant adoption of AI across our ecosystem,” Axel Winter, CEO of Xponential Co., Ltd., and chief digital officer of Siam Piwat Co., Ltd., stated.
He added, “We are moving beyond experimentation to scale enterprise-grade solutions that drive real business value for our customers, tenants, and staff.”
Xponential has developed and rolled out a consolidated digital environment on Google Cloud, reducing reliance on disparate legacy software providers. With this platform now fully operational, the strengthened partnership with Google Cloud is intended to accelerate the Group’s progression from foundational AI use to more advanced, large-scale deployment across its operations.
As part of this collaboration, several AI-enabled capabilities are already live within the ONESIAM SuperApp. These include enhanced product discovery powered by semantic search technology, which supports more personalised recommendations, and an AI-enabled campaign management system built on a centralised data layer.
The latter analyses customer behaviour in near real time to enable predictive segmentation and more relevant communications across multiple digital channels, alongside built-in text generation and translation functions for internal users.
Additional applications include automated loyalty processing through image recognition technology, allowing shopping receipts to be identified instantly for rewards and digital stamping. These functions are supported by AI-optimised computing and analytics infrastructure to improve efficiency and user experience.
“Siam Piwat and Xponential exemplify the transformative potential of AI to not only modernise their operations but to deliver customer value and hyper-personalised experiences at scale,” Annop Siritikul, country director of Thailand at Google Cloud, commented.
“We are excited to support their AI roadmap as they advance rapidly from data-driven operations to autonomous AI agents.”
Looking ahead, Xponential plans to expand its use of agent-based AI over the coming months. This phase is expected to introduce configurable tools that allow business users to deploy AI for workflow automation and personalisation without extensive technical input.
The partnership positions Siam Piwat and Xponential to further integrate AI across their digital ecosystem, with a focus on operational efficiency, data-driven decision-making, and scalable customer engagement within Thailand’s retail and destination development sector.
