Bluebik Group Public Company Limited (BBIK), a leading consultancy on digital enterprise transformation, has pointed out that fierce business competition and clients’ greater expectations are pressuring organizations to quickly restructure their operations for the best integration of their personnel, work processes, data and technologies, especially artificial intelligence (AI). The organizations that succeed in the development will become “intelligent enterprise”, meaning that they will base their decisions and operations on data, technologies and AI which will guarantee their efficiency, flexibility and sustainable growth.

Bluebik Chief Executive Officer Pochara Arayakarnkul said intense competition and quick technology development happen simultaneously in various dimensions. Under this circumstance, Thai organizations must know clearly which parts of their business will be first affected by technology and AI and where they should invest to ensure the most concrete results. Bluebik has analyzed the technology megatrends that will play important roles in the transformation of Thai organizations in 2026 and sees 3 megathemes.

Theme 1 — Hyper-efficient operation and value chain

In 2026, Thai organizations will quickly apply the technologies that will make their operations smarter, reduce costs and duplication of work, increase precision and speed up strategic decisions. Technology application will happen particularly to back offices, customer relation departments, IT/DevOps sections and supply chains. These sectors will seriously apply technology and lay “intelligent architecture foundation” and both will be fundamental to subsequent AI application throughout their organizations.

1.1) Autonomous back-office

This refers to the AI systems which receive, check and process data at all stages (straight-through processing – STP). Such systems will replace the labor of documentation.

Use cases:

• Banking, financial services and insurance (BFSI) – AI checks loan application documents and insurance claims. Such documents can be approved in a few minutes instead of several days.
• Government sector – AI processes large amounts of official forms to speed up public services.

1.2) Multiple AI models for planning and forecasting

Many AI applications are coordinated (composite AI strategy) and used in accordance with their respective strengths and merits. For example, time-series forecasting is applied with optimization algorithms to unlock the potential of AI and meet business requirements perfectly in all dimensions.

Use cases:

• Production/supply chain systems – Many AI models are operated on ERP to boost efficiency at all stages:
  • AI for inventory calculation and raw material management.
  • AI for production planning based on demand and machine capacities.
  • AI for transport route design to cut logistic costs.

1.3) AI workflow orchestration

This means the technology gathers stages of work and places them in the same workflow. AI handles the process. It receives assignments, analyzes and forwards them and has them completed. This technology is capable of solving basic problems that may arise. The capability of autonomous decision making reduces bottlenecks.

Use cases:

• Insurance sector – AI orchestration handles claims, document verification, checks for possible fraud and claim approval queues.
• Government sector – AI automatically coordinates public services such as the reception and analysis of complaints and the referral of complaints to organizations concerned.

Theme 2 — Intelligent and adaptive customer experience

Business organizations are shifting from implementing pilot projects to expanding their AI application. This is to increase efficiency, use AI to truly generate business value, develop the products or services that meet demand and create new business models. The technologies that will play key roles for these purposes are as follows.

2.1) AI recommendation engine

Organizations will have ready-to-use AI solutions and can use them right away in cost-effective and precise manners without having to depend on any AI expert or large-scale back-office system. Such AI solutions are suitable for personnel management, in-depth data analysis and general administration.

Use cases:

• Banking/financial sector – Financial institutions including banks apply digital lending AI which evaluates the financial capabilities of clients accurately and transparently. Consequently, loans can be approved faster and risks are reduced.
• Retail and e-commerce – Product recommendation AI can be installed and used right away to present the products that meet customers’ need in real time. This boosts sales efficiency.

2.2) AI-enhanced customer service

Instead of being a tool, AI will be a part of core business processes. Organizations will have end-to-end automatic systems for their services and operations and can always create value.

Use cases:

• Banking/financial sector – AI contact centers and automated debt collection systems can handle debt collection and also recommend ways for debt restructuring before debtors’ default. This is prediction-based action.
• Retail and e-commerce – AI order support systems answer customers’ questions, follow up deliveries and provide end-to-end solutions automatically.

2.3) Hyper-personalization

This refers to “empathy engine”, the AI that has empathy with people. The capabilities of multimodal AI are integrated with in-depth information from back-office systems (CDP/CRM). The result is the creation of the experiences that meet demand, are natural and are the most human-like at every touchpoint.

Use cases:

• Customer service – Chatbots develop into AI empathy agents which analyze tones and contexts. AI empathy agents then choose the most suitable ways to respond or forward cases to experts. This makes services faster, smarter and more human-like.
• Retail and e-commerce – AI elevates CX personalization through automatic connection with back-office data. Consequently, front offices can deliver the best services to customers and also increase sales opportunities.
• Insurance – AI analyzes data, provides clients with proactive risk management and increase cross-selling opportunities for insurance firms. For example, customized travel insurance is proposed together with preventive care services. Simultaneously other services are recommended to reduce emerging travel risks.

Theme 3 — Digital trust and resilience

When AI is applied to important decision-making processes, organizations must prioritize cybersecurity and supervision to prevent data-related risks, maintain the transparency of models and avoid legal impacts. Key trends in 2026 are as follows.

3.1) Zero-trust AI access

AI models’ access to data must be restricted carefully at all layers of data to prevent unnecessary access to information and reduce risks in data breaches.

Use cases:

• Banking/financial sector – There are restrictions on access to the data of customers and financial transactions to support the learning of AI models. This concerns, for example, accounting systems and customer relationship management (CRM) systems.

3.2) AI-powered cyber defense

For cybersecurity systems, AI is used to in real time detect, analyze and respond to the cyberthreats that will be fast and considerable in the future. AI can also be applied to cope with new kinds of attacks such as deepfake phishing and AI-powered cyberattacks.

Use cases:

• Financial institutions and insurance – Irregular transactions or risky behaviors are detected in real time. This is real-time anomaly and fraud detection.
• Large-scale organizations – The traffic of networks is analyzed to prevent attacks. (AI-driven IDS/IPS)
• Retail and e-commerce – Bot attacks, credential stuffing and fake orders are prevented.

3.3) AI governance framework

Regulations on AI application guarantee transparency, accountability and compliance with laws and standards. Governance frameworks are crucial when AI is used for policy-related decisions or has impacts on consumers.

Use cases:

• Banking/financial sector – Lending models are regulated so that approvals and rejections can be clearly explained.

“To be intelligent enterprises, organizations must not only apply technology but also prioritize the ability to create the systems that can think, consider and grow along with their business. The organizations that can integrate AI, people, processes and data seamlessly will be gamechangers in the future. Bluebik, as a leading consultancy on digital enterprise transformation, is aware of the trends and makes preparations, especially those concerning its workforce, to serve clients’ demand in all dimensions,” Mr. Pochara concluded.