Guidelines and Innovation Insights for Developing an AI Smart Communication Platform for Sustainable Investment Promotion: The Thailand Board of Investment (BOI) Case

Author Information

Vannipa Pipupchaiyasit, Sukhothai Thammathirat Open University, Thailand
Wittayatorn Tokeaw, Sukhothai Thammathirat Open University, Thailand
Supaporn Sridee, Sukhothai Thammathirat Open University, Thailand

Abstract

This study explores guidelines and innovation insights for developing an AI smart communication platform for sustainable investment promotion by the Thailand Board of Investment (BOI). A qualitative methodology was employed through in-depth interviews with 31 key informants from four stakeholder groups: platform developers, platform users, communication officers, and academic, technical, policy, or professional experts. The study addressed three objectives: the conceptual framework for platform development, the platform’s form and content, and the factors influencing successful implementation. The findings indicate that platform development should be understood as a transformation of government communication infrastructure rather than as an isolated technological upgrade. Key priorities include integrated systems and databases, redesigned processes, clearer user guidance, proactive and interactive communication, and institutional mechanisms such as a Corporate Communication Center and BOI-AI Academy. The proposed platform should be integrated, data-driven, AI-assisted, user-centered, transparent, traceable, and action-oriented. The study proposes the VP Model, integrating Value-driven Government Communication with Platform-based Smart Communication. The V dimension emphasizes public value, reduced uncertainty, decision support, stakeholder engagement, and trust. The P dimension connects data, processes, AI, dashboards, notifications, knowledge systems, and personalized user journeys. The study contributes to research on digital government, government communication, and sustainable investment promotion by positioning communication as strategic infrastructure for digital transformation and public-value creation.

Save as a Favourite