Osotspa Transforms Iconic 135-Year-Old Consumer Goods Business with Enterprise AI on AWS

Bangkok, Thailand - May 28, 2026 - Amazon Web Services, Inc. (AWS), an Amazon.com, Inc. company (NASDAQ: AMZN), today announced Osotspa Public Company Limited, Thailand's leading consumer goods company, is using generative AI and machine learning on AWS to reinvent how its workforce makes decisions.

The company has deployed two enterprise AI systems: OsotSphere, a Thai-language generative AI assistant powered by Amazon Bedrock, and an AI-driven Marketing Mix Modeling engine built on Amazon SageMaker that integrates more than 700 business signals to optimize marketing investment

Reinventing an Iconic Brand with AI

For more than 135 years, Osotspa has built Thailand's most recognized consumer brands, including M-150, the country's leading energy drink, and a diverse portfolio of beverages, personal care, and food products. Today, the company is harnessing AI on AWS to transform how it makes decisions-from marketing investment to daily employee workflows.

Osotspa's internal enterprise AI platform, OsotSphere, gives employees across the organization access to generative AI powered by Amazon Bedrock. Starting with the company's Statement of Authority (SoA) approval matrix and policy content, the platform enables employees to query complex business knowledge-including internal policies, approval frameworks, and operational procedures-using natural language in Thai. OsotSphere returns accurate, contextual responses with citations, reducing reliance on manual reporting and repetitive inquiries about approval authority.

The platform demonstrates strong logical reasoning capabilities in Thai, a differentiator that enables Osotspa's workforce to interact with AI natively. Internal business teams spanning have become active champions of the platform, driving organic adoption across functions.

OsotSphere has resolved 1,450 queries per month and shifted how employees access institutional knowledge. Questions that once required navigating multiple teams for a response are now answered instantly in Thai with cited sources, turning a bottleneck into self-service and freeing teams to act rather than wait.

AI-Powered Marketing Intelligence

Osotspa also built its AI-powered Marketing Mix Modeling (MMM) platform on Amazon SageMaker, Amazon S3, and Amazon Redshift that integrates more than 700 variables across sales performance, distribution, promotions, media spending, consumer behavior, market data, macroeconomic signals, and competitive intelligence. The platform uses multiple machine learning methods with explainability features to help marketing teams see exactly which levers drive growth and reallocate investment with confidence rather than intuition - the equivalent of polling a panel of AI experts with different specialisms rather than relying on one analyst's opinion.

Since deploying the platform, Osotspa's marketing teams have used AI-generated insights to optimize trade promotions, reallocate media investment, and identify new growth drivers in Thailand and across Cambodia, Laos, Myanmar, and Vietnam.

An Entire Organization Shaping Its AI Future

In February 2026, nine business groups came together in a cross-functional workshop to define where AI could solve their hardest problems. They identified 59 high-value opportunities spanning finance, legal, compliance, marketing, and manufacturing, then built the organizational muscle to deliver them.

The results are already visible. Chatbots handle customer engagement, optical character recognition automates document processing, Amazon Quick powers knowledge management, and machine learning drives whitelisting and order recommendations across the supply chain. Each deployment started with a business team identifying a pain point and working backward to the right tool.

To keep this momentum, Osotspa is investing directly in its people with the goal of equipping every employee with the ability to identify, build, and scale AI solutions within their own function. Their in-house "AI Skills Program 2.0" equips employees with responsible AI practices, prompt design, GenAI productivity techniques, AI-assisted development, and governance fundamentals. Training connects to live systems employees already use daily, including OsotSphere, Amazon Quick, and the marketing intelligence suite.

"We didn't adopt AI to experiment. We adopted it to change how 5,000 people make decisions every day," said Athikom Kanchanavibhu, Senior Executive Vice President, Digital Technology, Otsospa. "Our vision is for every executive at Osotspa to have a dedicated AI agent for their function, purpose-built to surface the right insight at the right moment. This is part of a roadmap we're already executing against, built entirely on AWS that gives us the governance, speed, and scale to move faster than our competition."

"Osotspa is proof of what happens when a heritage brand moves AI beyond a single team's remit to an operating standard across 5,000 employees. They brought nine business groups to the table, identified real opportunities, and built the internal muscle to execute against every one of them, said Vatsun Thirapatarapong, Country Manager at AWS Thailand. "That's the pattern we see with Thailand's most ambitious companies: they're not waiting for AI to come to them. They're building it into how their people work, how they reach customers, and how they compete. We're proud to be the cloud and AI platform behind that ambition."

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