Brilliant Minds: Chulalongkorn Students Merge AI Innovation with Community Impact
Chulalongkorn Business School students used AI marketing tools to develop real campaigns for six community enterprises across Thailand, with winning teams transforming local products like catfish snacks and herbal wellness brands into premi
The Department of Marketing at Chulalongkorn Business School (CBS) and Hakuhodo International (Thailand) Limited (HIT) announced the successful completion of the third year of their strategic HIT Program collaboration under the theme "Human x AI: The Future Marketer Challenge." The program cultivates a new generation of marketers with world-class skills through real-world application, using artificial intelligence technology to create marketing solutions that address the needs of SMEs across six provinces nationwide.
Students face genuine challenges from society and employ Marketing AI Tools throughout every process—from in-depth data analysis and strategy formulation to creative content production—to align with the complete transition to a digital economy.
This year, six community enterprises from six provinces were selected as primary case studies for marketing plan development. Six student teams conducted fieldwork and developed real campaigns in the following areas:
1. Pathum Thani Province (Lamthai Pattana Community) - processed catfish products 2. Lampun Province (Ban Hone Community) - processed fruit products 3. Rayong Province (Koh Kok Community) - herbal and rice products 4. Sisaket Province (Phak Hamai Community) - processed rice products 5. Phetchaburi Province (Makham Hairy Rice Center Community) - local rice products 6. Ranong Province (Plaeng Yai Coffee Community) - coffee products
The championship-winning team tackled the processed catfish project from Lamthai Pattana Community in Pathum Thani Province, transforming ordinary catfish into high-protein crispy catfish snacks. They reframed the product from a casual snack to a symbol of care and safety, positioning it in the "authentic market" segment with proper business structure and producer-focused content communication.
The second-place team addressed processed fruit products from Ban Hone Community in Lampun Province, elevating local Thai fruits into healthy premium freeze-dried snacks. They created gift sets targeting Chinese tourists, featuring "longans stuffed with strawberries" as a signature innovative product while optimizing online platform communications.
The runner-up team handled herbal products from Koh Kok Community in Rayong Province, shifting from traditional agriculture to an innovative business model to preserve the last rice fields in Mab Taphut. They developed "Horm Herb" herbal pillows as an urban wellness brand, designing a three-phase marketing strategy: building awareness through ASMR content showcasing herbal ingredients, creating real experiences through trial points in offices and shops, and fostering consumer loyalty through LINE QR scanning for daily relaxation points.
This success announcement marks not only the conclusion of the third-year program but also stands as proof that new-generation marketers from Chulalongkorn are ready to drive industry innovation with both technological intelligence and balanced understanding of human values.
