{
  "id": 16984718,
  "title": "Thailand, not just Singapore, is Asia’s quiet AI surprise, says NetSuite’s Amit Suxena",
  "url": "https://urgent.news/2026/10/29/thailand-not-just-singapore-is-asias-quiet-ai-surprise-says-netsuites",
  "topic": "ai",
  "section": "AI",
  "published": "2026-10-29T01:00:36.000Z",
  "source": {
    "name": "e27",
    "slug": "e27",
    "url": "https://e27.co/thailand-not-just-singapore-is-asias-quiet-ai-surprise-says-netsuites-amit-suxena-20261027/"
  },
  "original_language": "en",
  "account": "Amit Suxena, GVP and Head of NetSuite Asia, believes that AI has moved beyond the stage of answering questions based on simple queries. He envisions AI providing suggestions proactively, long before a user even asks. For instance, an AI could identify that a distributor's average inventory cycle is 22 days, calculate that a minor adjustment could reduce it to 17 days, and inform the owner about the financial implications of this change. This example illustrates how NetSuite is promoting AI to help growing businesses in the region, focusing on creating suggestions rather than just automating tasks. Suxena emphasizes context over automation as the key to AI's potential.\n\nWhen asked which markets have surprised him, Suxena does not immediately name Singapore, China, or Thailand. He highlights Thailand as a standout case. The country has attracted multinational corporations, particularly Japanese manufacturers, and its SMEs are motivated to adopt the latest tools to keep up with their larger counterparts. Additionally, Thailand is proactively courting AI through initiatives such as an OpenAI-backed startup accelerator and a $80 billion semiconductor push. Malaysia and Indonesia, however, still lag behind in AI adoption.\n\nThe main barrier to AI implementation among SMEs, according to Suxena, is fear of the technology, not data privacy concerns. Small business owners often doubt their ability to implement AI effectively. NetSuite addresses this concern by offering rapid implementation and pre-built industry dashboards, enabling companies to start using AI quickly. The true challenge lies in the fragmentation of tools used by SMEs. Companies typically employ multiple best-of-breed applications for different functions, which can hinder the effectiveness of AI when bolted onto such a complex setup.\n\nSuxena argues that the real problem for Southeast Asia's SMEs is not a lack of AI, but rather the incoherent use of data across various systems. In a currency trading scenario, NetSuite does not claim to predict future currency movements. Instead, it provides historical data analysis, showing how purchases from one country affect delivery times and currency fluctuations in other markets. This enables businesses to make informed decisions despite currency volatility. Finally, Suxena suggests that Southeast Asian founders looking to expand regionally should adopt a two-tier ERP model, similar to Chinese firms. Headquartered in a heavy enterprise system, and using a lighter, multi-currency, and multi-jurisdiction system like NetSuite for their overseas subsidiaries.",
  "summary": "Ask a typical AI assistant a question and it answers. Amit Suxena thinks that is already yesterday’s AI. “You don’t need AI where I ask a question and get an answer. I think that’s already passed,” says the GVP and Head of NetSuite Asia, who oversees Southeast Asia, the Indian subcontinent and Greater China for […] The post Thailand, not just Singapore, is Asia’s quiet AI surprise, says…",
  "key_points": [
    "NetSuite's Amit Suxena predicts proactive AI suggestions, not just automated tasks",
    "Thailand stands out in Asia as a standout AI adopter, attracting Japanese manufacturers",
    "SMEs' main AI adoption barrier is fear of technology, not data privacy concerns"
  ],
  "editors_take": "Thailand’s proactive investment in semiconductors and startup accelerators positions the nation to outpace regional neighbors as a central hub for manufacturing-driven artificial intelligence adoption.",
  "illustration": null,
  "coverage": {
    "outlets": 1,
    "also_reported_by": []
  },
  "ai_generated": true,
  "disclaimer": "Summaries, key points and the editor’s take are written by software from other outlets’ reporting and may contain errors — always check the linked original."
}