Bangkok’s IMPACT Exhibition and Convention Centre, the largest venue in Thailand and Southeast Asia, is transforming its human resources (HR) operations with the integration of artificial intelligence (AI) technologies.
Thamita Chongswatvorakul, director of corporate human resources at IMPACT, said, “We are living in an era of exponential change where anything can become obsolete in a minute. AI helps businesses improve efficiency, augment human activities, and reduce the time required to complete tasks. Companies that blend AI systems with human engagement stand a higher chance of outperforming competitors.”
She also stressed that while AI enhances operations, the human element remains essential to building a motivated and engaged workforce.
IMPACT’s new global HR strategy, dubbed ‘Modern – Beyond – Right Place for Talent – Chosen Employer (MBRC)’ aims to optimise performance and position the company as a top employer in the industry. The ‘Modern HR’ initiative incorporates technology to streamline HR practices, focusing on balancing AI advantages with maintaining personal connections.
Among the new tools developed by IMPACT’s HR tech and data analytics team are software and digital tools that enhance operational efficiency, including e-learning programs and a newly introduced AI-powered recruitment and performance management system.
“This digital transformation allows employees to manage everything from signing up for courses to swapping workdays via a single application,” said Chongswatvorakul.
The company’s ‘B-Beyond HR’ initiative aims to foster career growth through training programs and internships, while “R-Right Place for Talent” focuses on attracting and retaining top talent. ‘C-Chosen Employer’ reflects the company’s ambition to be the workplace of choice.
IMPACT is also investing in sustainability with projects like the Muang Thong Hackathon, which engages college students in creating sustainable community solutions. The 2024 winner, ‘Teletubbies’ from King Mongkut’s University of Technology Thonburi, developed the ‘CuddleCam’, an AI-assisted security project for accident detection.
“Sustainability is the cornerstone of our business,” Thamita concluded, noting that IMPACT’s long-term focus on employee well-being and sustainability drives innovation and excellence in the workplace.
