Sri Trang Group has announced a major vision for organizational development under its “Empowering AI” mission, aiming to harness artificial intelligence technology to empower its people, enhance operational efficiency, and drive the organization toward sustainable growth. The Group also reaffirmed its commitment to advancing its business while promoting sustainable environmental stewardship at its annual flagship seminar, Sri Trang Town Hall 2026, held at Four Points by Sheraton Phuket Patong Beach Resort in Phuket. The event was attended by the Group’s executives, including Dr. Viyavood Sincharoenkul, Chairman of Sri Trang Group; Mr. Veerasith Sinchareonkul, Group CEO of Sri Trang Group; Mr. Vitchaphol Sincharoenkul, Executive Director of Sri Trang Agro-Industry Public Company Limited; Mr. Vitanath Sincharoenkul, Chairman of the Executive Committee of Sri Trang Gloves (Thailand) Public Company Limited; as well as more than 1,700 members of the Sri Trang family from branches in Thailand and overseas, who joined the event both onsite and online.
A key highlight of this year’s Town Hall was the announcement of the Group’s continued drive under the “Empowering AI” mission, which aims to elevate business operations through artificial intelligence (AI) and data across the entire value chain. Sri Trang Group has laid a strong foundation through its Enterprise Data Foundation system, supported by an organizational AI Governance framework that serves as a key basis for data management, AI oversight, and confidence-building among all stakeholders.
The adoption of AI to support decision-making and enhance operational efficiency will cover all end-to-end business processes, from upstream to downstream operations. These include accurate market forecasting and raw material procurement, or “Buy Better”; optimization and high-level quality control in production, or “Produce Better”; sales management to better respond to customer needs, or “Sell Better”; as well as logistics, cash flow management, and people capability development under “Ship / Cash / Learn.”
At the same time, Sri Trang Group is placing strong emphasis on the development of AI Agents and AI Use Cases at both the individual and enterprise levels in order to accelerate the creation of tangible value. This will be carried out alongside the promotion of an organizational culture under the concept of “AI x Human,” preparing employees to work with AI at the highest level of efficiency.
Dr. Viyavood Sincharoenkul, Chairman of Sri Trang Group, delivered a keynote address on the vision, stating: “AI will not merely be a tool; it will become part of Sri Trang’s way of working and decision-making. We are building the Sri Trang AI Factory to connect data, technology, and people together. AI is not simply a new technology, but a major transformation in the way we work and compete in business. As the world accelerates AI adoption, organizations and people that are able to learn, adapt, and work effectively with AI will be the ones that gain a competitive advantage and achieve sustainable growth in the future.”
“Our goal is not to have the best AI, but to build an organization where everyone can use AI effectively, supported by trusted data, proper governance, and a culture of continuous learning. The success of AI is not measured by the number of systems developed, but by the number of people who can work effectively with AI and create value for the organization.”
Mr. Veerasith Sinchareonkul, Group CEO of Sri Trang Group added: “The ‘AI Revolution Without Boundaries’ does not mean bringing in technology to replace our people. Rather, it means using AI to enhance people’s capabilities so that they can work smarter, faster, and more efficiently. In essence, the meaning of ‘Empowering AI’ is ‘Empowering People with AI’ empowering our people to grow and move forward through the potential of AI. We believe in the power of collaboration between humans and AI. When AI works alongside people at every level, it helps improve decision-making accuracy, enhance the efficiency of frontline employees, strengthen executive leadership, and foster a culture of continuous learning, teamwork, and innovation. The future of the organization is therefore not one in which AI replaces humans, but one in which humans grow together with AI without limits.”
In addition, Sri Trang Group continues to embed sustainability as a tangible part of its business operations across environmental, social, and governance dimensions. The Group is focused on improving resource efficiency, as well as managing energy, water, waste, and greenhouse gas emissions, while laying the foundation for its long-term Net Zero target. Amid growing challenges related to climate change, natural resources, and rising expectations for transparency, the Group places great importance on developing ESG data systems that are standardized, accurate, and auditable. It is also enhancing data management in line with international standards, such as ISO 14064-1, to support performance monitoring, risk management, and strategic decision-making. Furthermore, the Group is committed to building collaboration with suppliers and partners across the value chain through its ESG Partner approach, with the aim of raising shared standards, reducing risks, and creating sustainable value for business, society, and the environment.
This marks an important step for Sri Trang Group in reinforcing its image as an innovation-driven organization that is ready to combine the power of AI technology with human potential. Through this approach, the Group aims to drive Thailand’s natural rubber industry toward strong and sustainable growth on the global stage.
