During the session focused on deciphering digital consumers, Oliver Kittipong Veeratacha, Chief Brand Officer of True Corporation, emphasized that relying solely on data volume or treating AI merely as a tool is no longer sufficient. He noted that the rapidly changing media landscape requires businesses to analyze data alongside human dimensions, including social, behavioral, and cultural contexts. “In the AI era, having data does not automatically mean having insight,” he stated, adding that modern consumers are too diverse to be understood through traditional demographics alone. Brands must connect data with human understanding to build sustainable customer relationships.

The forum also highlighted the importance of balancing technological efficiency with consumer trust. Representatives from NIQ, Manenatta Jirasevijinda and Wasupote Kittisubkul, presented global perspectives on consumer habits, stressing that the responsible use of AI is essential for building transparency and ensuring data security. Expanding on consumer complexity, Chaniya Nakalugshana of Homerun Consulting explained that today’s consumers prioritize authenticity, define success on their own terms, and shift their behaviors based on context and emotions rather than age. She suggested that businesses should utilize data analytics to act as a support system that genuinely responds to these dynamic needs.

Addressing the evolution of marketing strategies, Asst. Prof. Ake Pattaratanakun, Ph.D., from The Marketing Association of Thailand (MAT), discussed the transition toward Marketing 7.0. He argued that AI should be viewed as a collaborative member of the marketing team rather than just a utility. As smart home technologies and the Internet of Things (IoT) change how consumers search and make purchasing decisions, traditional approaches like Search Engine Optimization (SEO) must evolve to ensure that AI systems can effectively understand and recommend brand value.

Demonstrating practical applications of these concepts, Dr. Teeradet Dumrongbhalasitr from TrueBusiness introduced the “Dynamic Loop of Intelligence,” an ecosystem designed to merge human potential, data, and AI. He presented the Next-Gen Intelligence Suite, which includes tools like LOOP+ for integrating retail and telecommunications data, and platforms such as Influmatch.AI and Media Fusion. According to the presentation, these intelligent solutions have demonstrated a 41% increase in click-through rates and a 27% reduction in customer acquisition costs by optimizing advertising creatives in real time. The event, held at True Digital Park, ultimately challenged organizations to rethink how technology can be leveraged to understand consumers more deeply and drive growth in the digital era.

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