Salesforce has deployed its agentic AI platform Agentforce at two major Thai organisations — Bumrungrad International Hospital and the Industrial Estate Authority of Thailand (IEAT) — marking a significant expansion of enterprise AI adoption in Southeast Asia.

Bumrungrad moves from smart hospital to agentic hospital

Bumrungrad International Hospital, which serves over 1.1 million patients from more than 190 countries annually, is deploying Agentforce across its contact centre to automate patient engagement end-to-end. The system handles AI-powered authentication and patient matching across hospital systems, appointment scheduling, and automatic case summarisation and classification for escalation to appropriate teams.

The hospital had previously been using Salesforce’s Customer 360 platform alongside MuleSoft and Tableau to manage omnichannel patient engagement. Agentforce extends this by enabling AI-driven workflows that go beyond automation into full case resolution — allowing agents to generate responses and deflect cases autonomously.

“Agentic AI is a turning point in healthcare service delivery. With Agentforce, we’re taking a step into the future where every administrative touchpoint — from appointment and admission, to billing — can be handled by an AI agent,” said James McLeary, Chief Information Officer and Chief Information Security Officer, Bumrungrad International Hospital. “This is a new healthcare system where humans and agents can work together to offer the best possible patient care.”

The expected outcomes include faster service cycles, reduced appointment delays, round-the-clock patient engagement availability, and a scalable foundation for serving a larger volume of local and international patients.

IEAT deploys Agentforce as virtual investor assistant

IEAT, a state-owned enterprise under Thailand’s Ministry of Industry overseeing 81 industrial estates across 17 provinces, is embedding Agentforce into its core service layer as a virtual intelligent assistant for investor engagement. The system will deliver real-time responses on eligible incentives, investment procedures, and estate selection, while consolidating investor data into a centralised Salesforce platform.

“We are shifting from a reactive approach to a proactive one, with data-driven operations to guide our investor engagement strategy,” said Sumet Tangprasert, Governor, IEAT.

The deployment is intended to reduce response delays and lower the maintenance burden of disparate systems, while positioning IEAT as a data-driven organisation with AI at the core of its operations.

Agentforce signals enterprise AI maturation in ASEAN

Salesforce positioned both deployments as evidence of a broader shift from experimental AI projects toward measurable enterprise value. The two use cases span healthcare and government-linked infrastructure — sectors where AI adoption has historically lagged behind financial services and technology.

“We have moved beyond the era of AI ‘science projects’ into enterprise value realisation,” said Paul Carvouni, Senior Vice President and General Manager, Salesforce ASEAN.

The announcements come as Thailand contends with demographic shifts toward an ageing population and rising demand for digital service delivery. Salesforce said agentic AI presents an opportunity for Thai organisations to accelerate transformation by combining AI agents, data, applications, and human teams on a unified platform.