Giffarine Introduces AI Coach to Boost Direct Selling with Personalized Virtual Training
Giffarine Skyline Unity Co., Ltd. has launched the “Giffarine AI Coach,” a 24/7 virtual trainer that supports business partners in sales planning, product presentations, and customer engagement. Developed in partnership with FRONTIS, a Thai AI Microsoft specialized firm, and powered by Microsoft technologies, this marks the first large-scale AI-driven personalized coaching solution in Thailand’s multi-level marketing (MLM) sector.
Meeting the Demands of a Competitive Market
Dr. Nalinee Paiboon, President of Giffarine Skyline Unity, highlighted that the direct selling industry faces increasing competition, economic challenges, and changes in consumer behavior. With online shopping gaining momentum, Giffarine responded by creating an AI coach acting as a personal mentor for business partners to improve their digital selling skills and productivity.
Technology and Features Behind Giffarine AI Coach
The solution leverages Microsoft’s Cloud and AI technologies, including Azure AI Foundry. FRONTIS collaborated on its development, focusing on real-time video analysis and script generation customized to each user’s communication style and sales approach. This innovation enhances sales efficiency and accuracy, especially during live-selling activities.
The AI Coach starts with a short, customized questionnaire to provide a seamless and personalized training experience. It empowers entrepreneurs to learn independently, refine their selling techniques, and manage customer interactions more effectively.
Strategic Importance for Business Partners
- Personalized coaching based on individual selling styles
- Real-time feedback for live presentations
- Automated script generation to improve communication
- Accessible 24/7 for continuous skill development
With 8.7 million registered customers and over 870,000 active partners, Giffarine aims to use this tool to drive sustained business growth and improve partner performance.
Leadership Insights
Dr. Nalinee emphasized the competitive advantage gained by those who adopt AI effectively. She stated, “AI is becoming an integral part of modern consumer habits. Giffarine is proud to be the first Thai MLM company to implement AI to support business operations through personalized coaching and strategic planning.”
The company has developed multiple AI-driven solutions to boost confidence and efficiency in sales. The AI Coach stands out by offering real-time, personalized mentorship, enabling entrepreneurs to save time and deliver precise presentations.
Looking Ahead: Growth and Innovation
Giffarine plans to focus on expanding its Health & Beauty product lines in 2025, which remain key drivers of sales. The company will continue investing in technology to support business partners and meet evolving customer needs.
The direct selling industry in Thailand is valued at approximately 56.4 billion baht, with strong growth expected in skincare, dietary supplements for longevity and immune support, weight management, and vegan protein products.
Partners’ Perspectives
Mr. Prin Boondiskulchok, CEO & Managing Partner of FRONTIS, said, “Our partnership with Giffarine shows how creating an ‘AI Advantage’ goes beyond adoption. The AI Coach equips business members with a personal strategist, enhancing confidence and performance. Success in the AI era depends on how well companies integrate technology, strategy, and people.”
Mr. Dhanawat Suthumpun, Managing Director of Microsoft Thailand, added, “Giffarine’s AI Coach is the first of its kind in the Thai MLM market. It helps entrepreneurs communicate effectively, meet customer needs with accurate data, and acquire new skills for sustainable growth.”
About Giffarine
With 29 years in the market and cumulative sales of over 110 billion baht, Giffarine has built a strong reputation through a deep understanding of Thai consumers and a wide range of health and beauty products. The company stays competitive by integrating both online and offline strategies aligned with long-term goals.
For professionals in product development and sales, Giffarine’s AI Coach offers a practical example of how AI can improve training, customer engagement, and sales outcomes in direct selling.
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