Application of Artificial Intelligence Technology to Enhance Customer Experience in Thailand’s Air Courier Industry

Abstract

This research aims to investigate the application of Artificial Intelligence (AI) in enhancing customer experience and to analyze technological development approaches for improving service efficiency and quality within Thailand’s air courier industry. A qualitative research methodology was employed, utilizing in-depth interviews with six purposively selected experts who possess direct experience in integrating AI into operational processes. The data were analyzed using content analysis to establish theoretical guidelines and recommendations. The findings reveal three primary AI applications currently utilized in the air courier sector to elevate customer experience: 1) Automated Response Systems (Chatbots), 2) Smart Tracking Systems, and 3) Consumer Behavior Analytics. These technologies significantly enhance service speed and accuracy. Regarding future development, the experts propose a transition from basic response systems toward "AI-Powered Personal Assistants" capable of autonomous decision-making and preliminary problem-solving. Additionally, the development of automated proactive notification systems was highlighted. These findings reflect a strategic shift from reactive service models to proactive customer engagement within Thailand’s air courier industry.