PRIMO Launches “Baitoey” — Thailand’s First Practical Agentic AI for Loyalty CRM Systems

Transforming CRM Usage in Thailand: From Data Collection to Truly Understanding Customers — With Instant Strategic Recommendations

July 23, 2025 — PRIMO, Thailand’s leading Enterprise Loyalty CRM provider, has officially launched “Baitoey”, the country’s first Agentic AI designed to operate directly within a Loyalty CRM system.

Baitoey goes beyond traditional AI by working as an intelligent assistant inside CRM, enabling real-time data analysis and helping organizations gain deeper customer insights—so businesses can immediately apply those insights to marketing strategies and operational decision-making.

After continuously working with enterprise clients across industries, PRIMO identified a common challenge:

most organizations struggle not with a lack of customer data, but with transforming fragmented data—spread across people, channels, and time—into actionable intelligence. Marketing, Data, and Operations teams often need to interpret complex datasets simultaneously, creating delays and inefficiencies.

PRIMO believes that AI should not merely be a modern tool, but a true assistant capable of working alongside humans—reducing complexity and accelerating decision-making.

This belief led to the development of “Baitoey”, an Agentic AI designed to function as a human-like assistant across multiple CRM workflows. Rather than simply answering questions, Baitoey can synthesize data, interpret insights, and convert them into ready-to-use recommendations that support both Marketing and Operations teams—helping organizations move forward faster and more effectively.

“Baitoey is an Agentic AI built from real customer challenges—not created just to add AI features,”

said Suri Srisanun, CEO of PRIMO.

“Our goal is to make CRM easier to use, save time, and empower organizations to make better decisions—without having to wait for data teams or analysts, as was often the case in the past.”

What Is AI CRM? Read more

What “Baitoey” Can Do — Empowering CRM Teams from Day One
  • Instant Fact-Based Answers Get answers in real time—no need to search through Excel files or dashboards. Simply ask Baitoey and receive accurate data-driven responses instantly.
  • Rapid Insight Generation Quickly uncover deep insights such as customer behavior patterns, campaign performance, and engagement responses—helping teams understand what truly drives results.
  • Actionable Strategic Recommendations Receive practical, strategy-level suggestions, such as recommendations for the next campaign or optimization opportunities.

Beyond marketing use cases, Baitoey can also analyze cost per point, financial metrics, and accounting-related data—areas that traditionally required manual work from finance teams and often involved complex, time-consuming processes. Baitoey consolidates these workflows into a single, streamlined experience.

All of these capabilities are delivered through a simple, chat-based interface that is intuitive and easy to use—no coding required.

Not the Future — Available Today

Baitoey is a fully functional feature already live within the PRIMO Loyalty CRM platform. It is currently being adopted by multiple organizations and delivers tangible results—streamlining operational workflows, reducing costs, and significantly accelerating business decision-making.

PRIMO’s Vision: AI That Goes Beyond Insights — Toward Intelligent Action

PRIMO has unveiled its next-phase roadmap for Baitoey, revealing an ambition to evolve AI beyond insight generation into intelligent, automated action.

The company is actively developing capabilities that allow AI to trigger actions directly from discovered insights. For example, when high-risk customer segments are detected, AI can immediately send alerts and recommend the most relevant incentives—or even initiate retargeting efforts automatically—without requiring marketing teams to manually reconfigure campaigns each time.

Suri Srisanun, CEO of PRIMO, further explained that the foundation of Baitoey lies in PRIMO’s long-accumulated expertise across both CRM and AI.

Through years of building enterprise-grade loyalty platforms, PRIMO has developed deep know-how in:

  • Customer data structures and behavioral analytics
  • Loyalty program mechanics and engagement patterns
  • Real-world marketing and operational workflows

This combination enables PRIMO not only to identify insights, but to build technology that is truly usable in practice—and can be developed and deployed rapidly.

“We understand that many teams operate with limited resources and must handle multiple responsibilities at once,”

said Suri.

“Baitoey doesn’t just analyze data—it gradually learns how to take action on your behalf, intelligently and accurately.”

He added during the launch that PRIMO did not build AI simply to follow technology trends, but to make Loyalty CRM easier to use and significantly more competitive.

PRIMO Loyalty CRM stands as Thailand’s first platform to seamlessly integrate Agentic AI into a Loyalty CRM system—delivering real-world value from day one. The focus is not on how advanced the technology appears, but on whether it creates measurable benefits and genuinely helps customers succeed.

Contact the PRIMO Team to Learn More About CRM + AI

 คลิกเลย

You can follow new content through the channels: