Giffarine Launches AI Coach to Enhance Direct Selling with Personalized Virtual Training, Utilizing Microsoft Technologies and Developed in Collaboration with FRONTIS
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Giffarine Skyline Unity Co., Ltd. has unveiled “Giffarine AI Coach,” a real-time, 24/7 virtual trainer designed to assist its business partners with sales planning, product presentation, and customer engagement. Powered by Microsoft technologies and developed in collaboration with Thai AI Microsoft specialized partner, FRONTIS, this innovation marks a major milestone in Thailand’s direct selling industry, positioning Giffarine as the first multi-level marketing (MLM) company in Thailand to adopt AI-driven personalized coaching at scale.
Dr. Nalinee Paiboon, President of Giffarine Skyline Unity Co., Ltd., stated that the increasingly competitive landscape of the direct selling industry, together with ongoing economic challenges and changing consumer behavior, has led businesses to adapt and innovate. In response to the shift toward online shopping, Giffarine has launched the “Giffarine AI Coach,” an AI-powered tool designed to serve as a personal coach and mentor for its business partners. To enhance performance and user experience, the solution uses Microsoft’s Cloud and AI technologies, including Azure AI Foundry, and was developed in collaboration with Thai consulting and technology firm, FRONTIS. The platform provides real-time video analysis and script generation tailored to each user’s selling strategy and communication style, significantly improving sales efficiency, precision, and reach. This marks the first time a direct selling company in Thailand’s MLM sector has adopted AI-enabled personalized coaching at such a scale.
The Giffarine AI Coach provides a seamless, one-stop personalized training experience through an intuitive interface that begins with a short, customized questionnaire. As an automated AI agent, it empowers entrepreneurs to self-learn, improve their digital selling skills, and enhance productivity, especially in live-selling scenarios. With 8.7 million registered customers and over 870,000 active business partners, Giffarine aims to use this innovation to drive business growth. Dr. Nalinee emphasized that those who master AI will gain a significant competitive edge, noting that this technology is not only transforming the direct selling industry but also has the potential to impact all sectors.
“AI is increasingly becoming a part of modern consumer lifestyles,” said Dr. Nalinee Paiboon, President of Giffarine Skyline Unity Co., Ltd. “Giffarine is proud to be the first MLM company in Thailand to adopt AI technology to support business operations, offering personalized coaching and strategic planning tools for our business partners.” She explained that the company has developed a range of AI-driven solutions to enhance confidence, boost efficiency, and improve sales performance. A standout among these is the Giffarine AI Coach, which delivers powerful, real-time personalized coaching tailored to individual selling styles, particularly in live-selling scenarios. This marks the first time an AI-powered video mentor has been introduced in the industry, allowing entrepreneurs to self-learn, save time, and work with greater precision.
“With a simple, customized questionnaire, users can easily access a one-stop personalized online training experience,” she added. “It’s accessible to anyone looking to succeed in product presentation and business development. In today’s competitive market, those who effectively leverage AI gain a significant advantage. We believe AI is no longer just a tool for the future, it is a vital asset that will shape the future of not only direct selling, but all industries.”
Over the past 29 years, Giffarine has achieved cumulative sales of 110.758 billion baht, a figure that reflects the company’s deep understanding of Thai consumers in both sales approaches and its comprehensive range of health and beauty products. This success is also attributed to Giffarine’s continuous adaptation through both online and offline strategies to stay aligned with its long-term goals. Looking ahead to 2025, the company plans to focus on navigating the economic landscape while driving business growth through new product launches, especially within the Health & Beauty segment, which remains its flagship category and top sales driver. Additionally, Giffarine will continue to prioritize technology development to better serve its business partners and meet evolving consumer expectations.
Dr. Nalinee said that the overall outlook for the direct selling industry in 2025 remains positive, driven by sustained consumer interest in health and beauty trends. According to the latest data compiled by the Thai Direct Selling Association, the total market value of the direct selling industry is approximately 56.4 billion baht. In response, Giffarine plans to aggressively expand its market presence throughout 2025. Key product categories with strong growth potential include skincare, dietary supplements, particularly those in the longevity and immune support segments, weight management solutions, and vegan protein products.
Mr. Prin Boondiskulchok, CEO & Managing Partner of FRONTIS, shared insights that “The conversation around AI has shifted from simple adoption to creating a true “AI Advantage.” We are thrilled to partner with a pioneer like Giffarine, who is leading the charge in their industry by turning this concept into reality. The “Giffarine AI Coach” is more than just technology; it’s about empowering every business member with a personal strategist to boost their confidence and performance. This collaboration proves that in the age of AI, the winners aren’t just the biggest or fastest, but the most adaptive—those who masterfully fuse technology, strategy, and their people to drive real-world results.”
Mr. Dhanawat Suthumpun, Managing Director of Microsoft Thailand, expressed his pride in being part of Giffarine’s journey into the future powered by AI. “Giffarine is the first Thai MLM brand to develop the “Microsoft is excited to be part of Giffarine’s journey toward the future of Thailand’s direct selling industry, powered by AI. Giffarine is the first Thai-owned MLM brand to develop the ‘Giffarine AI Coach’—an AI Agent designed to enhance how its business partners work and communicate more effectively. With accurate data and personalized product recommendations, this innovation empowers Giffarine entrepreneurs to better meet customer needs, acquire new skills, and expand into new markets for sustainable growth.”