TAGTHAi taps generative AI to enhance travelers’ visit to Thailand | Frontier Enterprise

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TAGTHAi, Thailand’s official travel super app, and Google Cloud are  collaborating to simplify and enhance the travel planning experience for visitors to the Southeast Asian destination. 

Thiratida Kuvantharai, CEO of Thai Digital Platform Social Enterprise (TAGTHAi), said they are harnessing data-driven technologies to offer curated journeys that resonate with every traveler. 

She said This aligns with the Tourism Authority of Thailand’s (TAT) goal of digitally transforming the local tourism ecosystem to reinforce Thailand’s position as a leading destination and drive high-value growth across the sector. 

“With Google Cloud as our AI innovation partner, we’re proactively addressing a major pain point faced by international visitors — navigating where to go in Thailand, and how, due to the overwhelming complexity associated with finding reliable in-destination-related information that’s scattered across numerous online platforms,” the CEO said.

“We’ve developed Design My Trip to distill these complexities into personalised trip plans that guide travelers every step of the way, reducing travel anxiety and ensuring that they can easily discover and enjoy the rich tapestry of high-quality attractions and experiences that Thailand has to offer,” she added.

This was done using  Vertex AI, Google Cloud’s enterprise AI platform, and Google’s first-party foundation models like Gemini – TAGTHAi has built ‘Design My Trip,’ a generative AI (gen AI)-powered capability accessible through the TAGTHAi mobile app. 

This tool enables travelers to create personalized trip itineraries within seconds, facilitating the discovery and exploration of Thailand’s diverse tourism offerings.

Since its initial release in June 2024, Design My Trip has already generated unique itineraries for thousands of active TAGTHAi app users, highlighting the strong demand for this user-friendly tool.

Annop Siritikul, Google Cloud’s country director in Thailand, said TAGTHAi’s adoption of generative AI to power Design My Trip has resulted in positive user sentiment and increased purchases of its all-in-one travel pass offerings. 

“This success is an example of the real-world business impact that organisations are seeing as they move their generative AI projects from proof-of-concept into production,” he said.

The full-featured version of Design My Trip, slated for release later this year, will offer expanded capabilities, allowing users to generate itineraries for longer trips and cover more points of interest and Thai provinces, such as Chiang Mai and Phuket.

Design My Trip is currently available in English and Thai. In the future, TAGTHAi plans to leverage the Gemini models’ multi-language capabilities to generate travel itineraries and other content in Chinese, Japanese, Korean, and other languages, to cater to a broader range of overseas visitors.