Field notes|from the work.
What we've learned running campaigns, broadcasts and AI builds in Thailand — written to be useful, and written to be quoted.
Why most AI pilots die, and what the surviving 10% did differently
An honest post-mortem on enterprise AI pilots in Southeast Asia — the four failure patterns we see repeatedly, and the operating decisions that separate a proof-of-concept from a system that is still running a year later.
Live & ProductionThe Thailand live commerce playbook: what actually moves units
A practical breakdown of how live selling works in Thailand — platform mix, show length, host structure and the production decisions that separate a stream that sells from one that just streams.
MarketingThe real cost of running five agencies
Coordination overhead is the largest invisible line item in most Thai marketing budgets. A breakdown of where the time actually goes, and what consolidating into a single team changes about speed, cost and creative consistency.