Proceeding of the 1st International Conference on Lifespan Innovation (ICLI 2025)

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Exploring The Impact of Artificial on Rebranding Strategies for SMEs in Thailand

Authors
Natacha Maswichian1, *, Khanisorn Thiengkool1, Patipol Ratchakom1, Chanitpon Panrattanasin1, Natthanicha Kawilawan1, Nipada Wannasomporn1, Chanokpat Chaisin1, Rotsukhon Taweelit1, Rutchanon Petchsanguansri1
1SERC, Mae Fah Luang University, Chiang Rai, Thailand
*Corresponding author. Email: natacha.mas@mfu.ac.th
Corresponding Author
Natacha Maswichian
Available Online 31 August 2025.
DOI
10.2991/978-94-6463-831-8_11How to use a DOI?
Keywords
Artificial Intelligence (AI); Rebranding; SMEs; Usefulness; Ease of Use; Compatibility; Cost Savings; Intention to Use
Abstract

In Thailand’s fast-evolving digital economy, small and medium-sized enterprises (SMEs) face growing pressure to stay competitive and connected to their customers. As Artificial Intelligence (AI) becomes more accessible, it offers SMEs new ways to strengthen brand identity and com-. This study examines how AI adoption supports rebranding among Thai SMEs, helping address issues like weak brand positioning, inconsistent messaging, and low customer engagement. Using survey data from 384 SME representatives—most (90.1%) from the café sector—the study analyzes how perceived usefulness, ease of use, compatibility, and cost savings influence intentions to adopt AI for branding. Regression results show that all four factors significantly affect AI adoption: ease of use (β = 0.240, p < 0.001), usefulness (β = 0.321), compatibility (β = 0.278), and cost savings (β = 0.212). These findings suggest SMEs are more likely to adopt AI when they see it as useful and a good fit for their operations. Although the model’s explanatory power is moderate (R2 = 0.213, p < 0.001), the results highlight that AI is not just a tech up-grade but a strategic necessity for Thai SMEs to strengthen decision-making, customer engagement, and brand resilience. Embracing AI is now critical for long-term sustainability.

Copyright
© 2025 The Author(s)
Open Access
Open Access This chapter is licensed under the terms of the Creative Commons Attribution-NonCommercial 4.0 International License (http://creativecommons.org/licenses/by-nc/4.0/), which permits any noncommercial use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license and indicate if changes were made.

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Volume Title
Proceeding of the 1st International Conference on Lifespan Innovation (ICLI 2025)
Series
Advances in Health Sciences Research
Publication Date
31 August 2025
ISBN
978-94-6463-831-8
ISSN
2468-5739
DOI
10.2991/978-94-6463-831-8_11How to use a DOI?
Copyright
© 2025 The Author(s)
Open Access
Open Access This chapter is licensed under the terms of the Creative Commons Attribution-NonCommercial 4.0 International License (http://creativecommons.org/licenses/by-nc/4.0/), which permits any noncommercial use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license and indicate if changes were made.

Cite this article

risenwbib
TY  - CONF
AU  - Natacha Maswichian
AU  - Khanisorn Thiengkool
AU  - Patipol Ratchakom
AU  - Chanitpon Panrattanasin
AU  - Natthanicha Kawilawan
AU  - Nipada Wannasomporn
AU  - Chanokpat Chaisin
AU  - Rotsukhon Taweelit
AU  - Rutchanon Petchsanguansri
PY  - 2025
DA  - 2025/08/31
TI  - Exploring The Impact of Artificial on Rebranding Strategies for SMEs in Thailand
BT  - Proceeding of the 1st International Conference on Lifespan Innovation (ICLI 2025)
PB  - Atlantis Press
SP  - 81
EP  - 89
SN  - 2468-5739
UR  - https://doi.org/10.2991/978-94-6463-831-8_11
DO  - 10.2991/978-94-6463-831-8_11
ID  - Maswichian2025
ER  -