Thailand's MKTCON2025 Unveils 10 Human-AI Strategies from Chat Commerce to Co-Creation to Boost Retention and ROI

MKTCON2025: Ten Practical Marketing Techniques You Can Deploy Now

On Saturday, September 27, 2025, Thailand's premier marketing event, MARKETING CONFERENCE 2025 (MKTCON2025), brought together more than 3,000 marketers. Organised by Content Shifu and CREATIVE TALK, the event focused on how to combine knowledge, technology, and marketing intelligence to produce results. The through line was clear: use AI as a partner, prioritize authentic engagement, and bias toward retention.

Below are the ten techniques distilled from main stage sessions and in-depth workshops-built for immediate use, not theory.

1) Choose Creators for Insight, Not Follower Count

Stop paying for vanity reach. Vet creators by audience fit: behaviour, language, and product relevance-then brief against those insights. You'll cut waste and speak to people who actually care.

2) Move from Hired Posts to Collaborative Storytelling

Don't rent attention; build with it. Co-develop storylines, produce joint content, and pull customers into the process. Co-creation compounds trust and keeps engagement alive past a single post.

3) Build Chat Commerce Funnels with Agentic AI

Turn chat into a revenue channel. Deploy AI assistants that carry the journey end-to-end-attract, qualify, recommend, convert, retain, and retarget. Measure them like sales reps: response time, AOV, LTV, and handoff quality.

4) Put Retention Ahead of Constant Acquisition

Research shows a large share of revenue comes from existing customers, and small retention gains can significantly improve profit. Build a "return system" with loyalty mechanics, segmented messaging, and AI-triggered offers tied to lifecycle and intent signals. For context on retention value, see this overview from Harvard Business Review.

5) Upgrade CRM from Database to Decision Engine

Your CRM should summarize insights, recommend next-best actions, and trigger campaigns automatically. Use AI to surface cohorts, predict churn, and prioritize opportunities. The goal: fewer dashboards, faster actions.

6) Humanise Personalisation

Automations shouldn't feel robotic. Add empathy, context, and brand voice to prompts, templates, and journeys. Think "helpful guide," not "cold bot."

7) Automate the Basics; Let Humans Create

Give AI the heavy lifting: data crunching, workflow routing, and routine deployments. Free your team for creative concepts, cultural relevance, and relationship building. Speed and differentiation, together.

8) Run Continuous Test-Learn-Repeat Loops

Don't bet the entire budget on a single idea. Pilot small, measure fast, and scale what wins-A/B tests, creator cohorts, and limited-area launches. If you need a primer on experimentation, this guide from Optimizely is a useful start.

9) Turn Customers into Marketing Partners

Invite customers into product design, content, and campaigns-voting on features, sharing UGC, joining challenges. People support what they help create. Ownership beats awareness.

10) Systemise Human-AI Collaboration

Treat AI as a partner, not a replacement. Define clear swim lanes: humans handle emotion, culture, and creativity; AI handles speed, accuracy, and scale. Build processes, prompts, QA, and training so both sides make each other better.

What This Means for Your Next Quarter

• Audit creators for audience-product fit; rewrite briefs to include insights and outcomes.
• Stand up a chat funnel pilot with AI assistants and revenue KPIs.
• Launch a retention sprint: win-back flows, loyalty perks, and LTV-focused offers.
• Enable AI in your CRM for next-best actions and churn alerts.
• Set a weekly test cadence; ship learnings to the whole team every Friday.

Event resources: Watch session recordings at creativetalkonline.com. Re-run tickets are available for 990 baht at zipeventapp.com.

Upskill your AI marketing capability: If you're leveling up your team on AI workflows, prompts, and CRM automation, see the AI Certification for Marketing Specialists and the latest programs at Complete AI Training.

The takeaway from MKTCON2025 is simple: results favor teams who implement fast, use AI intelligently, and build real relationships with customers. Budget helps, but speed, insight, and connection win.