Wipro collaborates with SIAM.AI to build AI assistant for Thailand tourism

Wipro Limited, a prominent technology services and consulting company, has announced an innovative partnership with SIAM.AI to develop an AI-powered digital assistant for the Tourism Authority of Thailand. Known as ‘Sukjai,’ this cutting-edge tool is designed to enhance travel experiences for domestic and international visitors while supporting Thailand’s burgeoning sovereign AI goals. Powered by NVIDIA’s AI Enterprise software platform and Wipro‘s Enterprise Generative AI Studio (WeGA), the initiative underscores a significant leap forward in AI-driven tourism solutions.

The Sukjai assistant promises to provide travellers with 24/7 support across various areas, including transportation schedules, lodging availability, and activity recommendations tailored to user preferences. It also integrates safety alerts and crowd flow updates, offering a highly personalised and seamless travel experience. Wipro stated that the AI model will be continually improved using NVIDIA’s NeMo platform based on user feedback, ensuring ever-evolving service standards.

Key players in this collaboration have highlighted the project’s transformative potential. Wipro’s CEO for the Asia Pacific, Middle East, and Africa regions, Vinay Firake, emphasised the company’s commitment to delivering customised AI solutions tailored to regional needs. He remarked on the importance of leveraging sovereign AI initiatives to address unique market demands. Meanwhile, SIAM.AI CEO Ratanaphon Wongnapachant outlined the strategic advantages of combining global expertise with local insights, affirming Thailand’s leadership in Southeast Asia’s AI landscape.

The AI-driven Sukjai assistant, which will initially support Thai and English, represents a broader shift toward adopting responsible AI principles. Transparency, data privacy, and human oversight have been prioritised in the assistant’s development, reflecting Wipro’s Responsible AI framework.

This collaboration has also drawn praise from NVIDIA’s Vice President of Enterprise Software, John Fanelli, who noted that the partnership would empower Thailand to harness advanced AI capabilities for economic growth. By integrating NVIDIA’s software and accelerated computing tools, Sukjai is positioned to serve as a foundational model for further AI-driven initiatives across the nation.

Wipro’s strategic investment in sovereign AI development aligns with Thailand’s goals of digital transformation and sustainable growth. By empowering the tourism sector with robust AI capabilities, this partnership positions Thailand as a global leader in leveraging advanced technologies for enhanced user experiences.