Digithun Worldwide Named an Implementation Partner in Google Cloud's PanyaThAI Program

Bangkok, December 2025 — Google Cloud has launched PanyaThAI, its flagship programme to help Thai enterprises move agentic AI from pilot into production. Digithun Worldwide is one of eight consulting and implementation partners named to deliver it, alongside Accenture, Deloitte, HoriXonT8, MFEC, NTT DATA, Skooldio and Tridorian.

Fifteen charter organisations joined at launch, among them the Stock Exchange of Thailand, Siam Piwat, Sansiri, TISCO Financial Group, TOPS, True Digital Group, Chulalongkorn University and SE-Education (SE-ED).

Why the programme exists

Google Cloud estimates that AI could contribute THB 730 billion (about USD 21 billion) in economic value to Thailand by 2030. The gap is execution, not ambition. Three barriers come up repeatedly in Thai enterprises: AI answers that cannot be trusted consistently, data that is not ready to be used, and too few people who can build and operate these systems.

PanyaThAI is built around closing those three gaps — Google Cloud's stack on one side (Gemini 3, Vertex AI, Gemini Enterprise, Veo 3.1) and partners who have shipped production systems on the other.

Google Cloud puts a number on the business case: organisations deploying its complete AI stack report an average return on investment of 727% over three years, with payback in about eight months. In its own research, more than half of the executives surveyed reported revenue growth of six to ten percent after putting enterprise AI in the hands of their teams and customers. Annop Siritikul, Country Director for Thailand at Google Cloud, said those organisations are now channelling at least half of their AI budgets toward a unified agentic platform.

What we built: SE-ED

Google Cloud cited SE-ED's e-commerce transformation as a PanyaThAI proof point. Digithun built it.

SE-ED.com was modernised on Google Cloud and rebuilt as an integrated e-marketplace on ShopSCAPE, Digithun's enterprise commerce platform, with an AI search agent using Google's Gemini Embeddings and Gemini 2.5 Flash models in place of conventional keyword search.

The difference is conceptual matching. A customer searching for “the hero who destroys the ring of power in a volcano” finds The Lord of the Rings, even though none of those words appear in the product description. Keyword search returns nothing. Semantic search understands what the customer meant.

SE-Education's Head of Digital Business, Passpunnee Mahayos, is quoted in Google Cloud's release saying the search agent drove organic conversion from 12% to 27%.

That is not a search metric. It is a revenue metric — more than double the share of visitors who become buyers, on the same traffic.

What this means for Thai enterprises

The pattern behind SE-ED is repeatable. Most Thai organisations already hold the data that would make an AI agent useful; what they lack is the engineering between the model and the business process. That work — data readiness, retrieval, integration, and the operational discipline to run it in production — is where PanyaThAI partners come in.

Digithun works across the Google Cloud stack: Vertex AI and Gemini Enterprise for agentic applications, BigQuery for the data foundation beneath them, and ShopSCAPE where the use case is commerce.

Talk to us

If your organisation is evaluating agentic AI and wants a partner who has put it into production, talk to our team.

Source: Google Cloud press release, 26 November 2025. Partner and charter lists, the SE-ED figures, the ROI figures and the quoted executive's name and title are all taken from it.