In the “Bytes to Billion: Unlocking Digital Fortune” course by AIS, Pochara Arayakarnkul, CEO of Bluebik Group, shared important topics on business development in a world entering the ‘Digital First’ era with AI as the core technology, and the main group that needs focus is the ‘Digital Natives’ or young people who grew up with the digital world—namely Gen Z and beyond—who are becoming the main customer group and main force in organizations. Therefore, understanding young people’s insights is extremely important. 

In this opportunity, Patcharaporn presented two main topics: how to invest to become a Digital First Company and the art of managing Gen Z, which is crucial for driving organizations. 

Let’s look at each topic one by one. 

10 Things Organizations Must Invest In to Become a Digital First Company 

As Bluebik works closely with many leading organizations, continuous Research and Development is necessary. This has revealed investment patterns showing what companies wanting to transform into Digital First enterprises invest in, resulting in these 10 conclusions: 

1. Hyper-personalized Omnichannel: The right offer, at the right time, through the right channel 

Organizations must be able to respond to the diverse needs of individual customers by segmenting into ‘Segment of One’ rather than groups. They must deeply understand customer behavior through ‘Micro Moment Personalization’ or data collection from the Internet of Things or CCTV footage to see the customer’s shopping journey. Importantly, AI plays a major role in planning and presenting products or services personalized to individuals. 

2. Hybrid Automation: Blended automation systems 

While some tasks can use technology 100%, others still require humans. Therefore, automation should be used alongside human work for interactions or managing complex tasks. 

3. Augmented Intelligence: Using AI to enhance human work capabilities 

Let AI serve as an ‘assistant,’ whether as Copilot or AI Agent, to support human work such as reducing work time or increasing productivity. Experienced workers can leverage AI even more effectively. 

4. Cloud Utilization: Using cloud services 

Using Cloud services helps reduce investment in servers that aren’t fully utilized, reducing cash flow burden and increasing flexibility to scale up or down immediately according to fluctuating business needs. 

5. DevSecOps: Development + Security + Operations 

Today’s market demands continuously developed products, requiring technology to increase deployment opportunities for functions, features, or new updates much faster—from months to days. 

6. Partnership API: Managing APIs to connect with partners 

Linking software systems or applications together to create new services and exchange data, such as connecting with partners on e-commerce platforms. 

7. Cyber Security: Cybersecurity 

Many leading organizations choose to invest in cybersecurity because increased digital dependence comes with risks. Statistics show Ransomware attacks or hacking for ransom occur every 2 seconds, with retail businesses often being primary targets. There are also Supply Chain Attacks through related partners or suppliers, such as email spoofing to change account numbers, including Social Engineering or attacks targeting humans as the system’s weak point directly. 

Therefore, organizations must seriously invest in cybersecurity, including using AI to detect threats and improve internal processes. 

8. Hyper-scalability Modernization: Upgrading existing systems for unlimited scalability (Hyper-scalability) 

Creating processes for organizations to improve and redesign existing IT systems and infrastructure to accommodate workload and user growth rapidly and unlimitedly (Hyper-scale) while maintaining performance and stability. 

9. Digital Trust: Building digital confidence 

Elevating stakeholder confidence in the organization’s management and protection of personal data, intellectual property, and transactions. 

10. AI-powered Risk Management: Managing risk with AI 

Using AI to improve and enhance the organization’s entire risk management process, from identification, assessment, monitoring, to managing those risks. 

Patcharaporn also suggested that reaching these 10 points requires ‘3 main pillars’: 

1. Digital Native Team or teams that grew up with digital 

2. Dynamic Demand Ready or the organization’s ability to adapt or respond to customer needs and business opportunities 

3. Light Speed Velocity or executing everything at maximum speed in all organizational dimensions 

And for having a Digital Native Team, Patcharaporn elaborated in the next main topic, which is: 

The Art of Managing Gen Z Who Will Be the Core in Driving the Organization 

1. Understanding Gen Z’s Key Characteristics 

• Digital Native: They grew up with the internet, social media, and experienced the COVID-19 era, which made the digital world even more significant. 

• Social Media Usage Behavior: Young people frequently use platforms like YouTube, TikTok, and Instagram, primarily watching short-form videos. 

• Information Searching: They don’t primarily use Google but use social media platforms and trust Influencers. 

• Communication: They prefer short, concise, informal communication, using abbreviations and emojis (with different meanings from previous generations), and dislike phone calls. 

• Importance of Social World: They spend significant time on social media, believe interesting activities must be shareable on social, and their social media profile is their ‘CV’ or identity. 

• Dopamine-Driven: Social media creates addiction to happiness and quick feedback (Dopamine Hits), so they prefer short, quickly stimulating content. 

• Global Influence: They quickly absorb cultural trends from abroad. 

• Shaped by Algorithms: Their perspectives and thoughts are shaped by social media algorithms, making everyone see different content. 

• Anxiety and Stress: They’re more prone to stress than other generations from social media comparisons, Information Overload, and burnout. 

• Work From Home (WFH): Young people are accustomed to online learning and working from home, so they highly value work flexibility. 100% office attendance no longer meets their needs. 

2. Having ‘Strategies’ to Manage Gen Z 

Using Understanding in Communication 

• Leaders should embrace content and platforms that Gen Z uses. 

• Have a ‘Gen Z Translator’ or young employees on the team to help bridge and understand young people. 

• Adjust communication style to be short, informal, using chat channels instead of phone calls or email. 

Creating Motivation and Recognition 

• Use Gamification such as competitions or challenges in work and provide instant rewards. 

• Give rewards that can be shared on social media. 

• Create organizational goals linked to Social Impact. 

• Assign short, concise, non-boring tasks (Pomodoro Technique). 

• Promote Micro-learning throughout the work journey. 

• Provide data-based Feedback, not just feelings. 

Enhancing Quality of Life, Mental Health, and Growth Space 

• Prioritize Wellness and Mental Health, such as having mental health benefits. 

• Provide appropriate environment and tools for Hybrid work. 

• Help them build strong Digital Brand and CV for themselves. 

• Create clear Career Path and continuous growth opportunities, because Gen Z frequently changes jobs, so show them concrete growth space. 

Ultimately, organizational leaders should be good role models, open-minded to learning and understanding the differences of each generation, to enable efficient collaboration and drive the organization to grow in the digital era and ultimately become a Digital First Company.