Small businesses in Thailand are facing a moment of transformation as they prepare to compete in a rapidly changing regional economy. Known locally as MSMEs, or micro, small and medium enterprises, these companies form the backbone of the Thai economy but often struggle with limited resources and access to technology.
The International Institute for Trade and Development, a government-backed organization that supports entrepreneurs, has launched a program designed to help women and LGBTQ+ business owners harness artificial intelligence to sharpen their competitive edge.
The initiative, called SHE Commerce Bootcamp, is more than just a training course. It is a concentrated effort to equip entrepreneurs with digital marketing skills, AI-driven business planning tools, and strategies to expand into the wider ASEAN market. ASEAN, the Association of Southeast Asian Nations, is a regional bloc of ten countries that promotes economic cooperation and trade. For Thai entrepreneurs, breaking into this market means reaching hundreds of millions of potential consumers beyond their borders.
The program attracted 300 applicants, narrowed down to 40, and finally selected 10 businesses for intensive training. These participants learned to use AI to analyze consumer behavior, manage resources more efficiently, and create content for online sales channels such as live commerce. They also took part in hackathons and pitching sessions, where they presented their business strategies to panels of experts. The involvement of Chulalongkorn University, one of Thailand’s most prestigious institutions, added academic rigor and mentorship to the process.
The director of the institute emphasized that AI is not just a buzzword but a practical tool for small businesses. By reducing resource constraints and opening new channels to reach customers, AI can help MSMEs scale up and compete with larger players. Women and LGBTQ+ entrepreneurs, who often bring unique insights into fashion, beauty, and lifestyle markets, are seen as particularly well-positioned to benefit from these digital tools.
