PRIMO launches “Baitoey” — Thailand’s first operational Agentic AI integrated with a Loyalty CRM system.
Revolutionizing CRM in Thailand — From a Data Repository to a System That Truly “Understands Customers” and Instantly Recommends Strategies
July 23, 2025 – PRIMO, Thailand’s leading Enterprise Loyalty CRM provider, has launched “Baitoey” — the first operational Agentic AI built into a Loyalty CRM system. Baitoey is designed to help CRM and marketing teams deeply understand customers, deliver more precise communications, and drive business growth faster than ever.
After years of working with enterprise clients, PRIMO recognized a recurring challenge: while businesses collect vast customer data, they often struggle with limited people and time resources. Marketing, data, and operations teams are frequently overwhelmed, juggling multiple responsibilities. This led PRIMO to believe that AI should be more than a modern tool — it should be a true assistant that can operate like a human team member.
That’s why PRIMO developed “Baitoey” to go beyond just answering questions. Baitoey can summarize complex data and turn it into actionable reports instantly — supporting both marketing and operations teams and accelerating overall business performance.
“Baitoey is an Agentic AI we built in response to real customer pain points — not just to check the box on having an AI feature,”
said Vee Sirasoontorn, CEO of PRIMO.
“We want CRM teams to work smarter, save time, and make faster decisions — without constantly relying on data or analytics teams like before.”
What is AI CRM? Read more
What “Baitoey” Can Do for CRM Teams — From Day One:
✅ Instant Answers to Facts – No more digging through Excel files or dashboards. Just ask Baitoey.
🔍 Quick Insight Summaries – Instantly surface customer behavior, campaign responses, and other valuable insights.
🧠 Strategic Recommendations – Get suggestions for your next campaign and beyond.
Even tasks that were once exclusive to finance teams — like calculating Cost per Point or reviewing accounting-related data such as point liability — can now be handled by Baitoey with a single click.
All of this happens through a simple, conversational chat interface — no coding required, easy to use, and ready to support your team right away.
Not the Future — But Today
“Baitoey” is not just a concept — it’s a fully operational feature available now within the PRIMO Loyalty CRM system. Several enterprise clients have already started using it in real-world scenarios. It’s helping reduce the burden on operations teams, cut costs, and significantly accelerate business decision-making.
PRIMO’s Vision:
AI that doesn’t stop at insight — but takes smart action
PRIMO has announced the next capabilities of “Baitoey,” currently under development. Soon, the AI will be able to trigger real-time actions based on the insights it uncovers. For example, when it identifies at-risk customer segments, it can immediately alert the team and suggest tailored offers. It will also support automated re-targeting, eliminating the need for marketing teams to manually process the data every time.
Vee Sirasoontorn, CEO of PRIMO, emphasized:
Behind “Baitoey” is PRIMO’s deep expertise in both CRM and AI.
Through years of developing loyalty systems for enterprise clients, our team has built valuable know-how across:
– Customer data structures and behavioral patterns
– Loyalty point system dynamics
– Real-world marketing and operational workflows
This allows PRIMO not only to envision solutions, but to build real, working technology — faster than most would expect.
“We understand that many teams have limited resources, with individuals juggling multiple roles. That’s why Baitoey doesn’t just analyze — it’s built to take action on your behalf, with intelligence and precision.”
Vee Sirasoontorn, CEO of PRIMO, shared during the launch of Baitoey:
“We didn’t build AI just to look modern — we built it to make Loyalty CRM teams work more easily and become more competitive.”
PRIMO Loyalty CRM is the first in Thailand to successfully integrate Agentic AI into a Loyalty CRM system — and it’s already live and in use today.
At PRIMO, we don’t judge technology by how new it is — we focus on whether it’s truly useful and whether it can genuinely help our clients succeed.
