Bumrungrad International Hospital and the Industrial Estate Authority of Thailand embrace Agentforce on their journey to becoming Agentic Enterprises

• Agentforce to help Bumrungrad International Hospital deliver faster service, 24/7 availability for patient engagement and improve patient satisfaction
• Industrial Estate Authority of Thailand drives personalized engagement and realtime responses to its global investor community with Agentforce to scale Thailand’s industrial growth

Bangkok – 2 April, 2026 — Today Salesforce, the leading AI CRM, announced that Bumrungrad International Hospital and the Industrial Estate Authority of Thailand are using Salesforce’s agentic AI solution Agentforce to elevate their service experience. 

Bumrungrad International Hospital, a global leader in providing healthcare services has selected Agentforce to power patient engagement in its contact center. 

The Industrial Estate Authority of Thailand (IEAT), a state-owned enterprise under Thailand’s Ministry of Industry, has selected Salesforce’s agentic AI platform Agentforce to drive personalized engagement with its investor community across channels.

“We have moved beyond the era of AI ‘science projects’ into enterprise value realization. By embarking on their journey to become Agentic Enterprises,  Bumrungrad and IEAT are showcasing how agentic AI can be operationalized across workflows in different industries to drive business value. We’re thrilled to work with these trailblazing organizations as they drive growth for their businesses with Agentforce.” said Paul Carvouni, Senior Vice President and General Manager, Salesforce ASEAN.

Bumrungrad: Shifting from a Smart Hospital to an Agentic Hospital

Bumrungrad has been using Salesforce’s Customer Relationship Management platform (Customer 360) in its contact center to automate personalized engagements and create an integrated omnichannel experience for patients. In addition, the hospital uses MuleSoft and Tableau to get actionable patient relationship insights for anticipating future needs and giving proactive guidance.

As healthcare systems become more complex, it’s no longer enough to be a smart hospital driven by automation. With Agentforce, Bumrungrad is moving towards becoming an agentic hospital where AI-powered workflows are being used end-to-end. This will allow the hospital, which serves over a million patients annually, to grow its topline, improve patient experience and reduce operational costs.

Agentforce will be used in the hospital’s contact center to deliver AI-powered authentication and patient matching across hospital systems, enabling seamless identification. Agents can also handle high-volume queries on appointment scheduling and hospital logistics, and save support staff time by  automatically summarizing and classifying cases for escalation to appropriate teams. 

In the future, Agentforce can move beyond task completion support to full case resolution, generating actual responses and deflecting cases autonomously.

With this strategic technology investment, the hospital will enable faster service cycles, reduce appointment delays and provide round-the-clock availability for patient engagement with no queue times. This operational agility will be key to driving higher patient satisfaction and loyalty. 

Overall, agentic AI is creating the foundation for future growth as the hospital can seamlessly scale services to support a larger volume of local and international patients. 

“Agentic AI is a turning point in healthcare service delivery. With Agentforce, we’re taking a step into the future where every administrative touchpoint — from appointment and admission, to billing — can be handled by an AI agent.” said James McLeary, Chief Information Officer and Chief Information Security Officer, Bumrungrad International Hospital. “This is a new healthcare system where humans and agents can work together to offer the best possible patient care.”

IEAT: Agentforce Powers IEAT’s Core Service Layer

IEAT plays a key role in driving Thailand’s industrial economy, overseeing 81 industrial estates across 17 provinces nationwide. It supports domestic and international investors through infrastructure development, essential utilities, and industrial port management. To aid in the development of world-class industrial estates and position Thailand as a leading investment destination, IEAT plans to put Agentforce at the core of its customer engagement strategy. 

Agentforce will enhance IEAT’s AI Core Service layer by functioning as a virtual intelligent assistant. It will enable real-time responses to the needs of investors, including guidance on eligible incentives, investment procedures, and estate selection. By combining comprehensive investor insights, AI-driven recommendations, and automated service workflows, Agentforce empowers IEAT officers to deliver personalized incentives and services at scale across various touchpoints.

In addition, Agentforce helps bring to life IEAT’s vision of becoming a data-driven organization with AI at the core of its operations. By consolidating customer data into a centralized platform with Salesforce, IEAT can now lower maintenance burdens of different systems, and, most importantly, overcome delays in responding to investors.

“We are shifting from a reactive approach to a proactive one, with data-driven operations to guide our investor engagement strategy.“ said Sumet Tangprasert, Governor, IEAT. “Our commitment is to build a seamless service ecosystem that ensures every investment in Thailand’s industrial estates is supported by international standards, speed, and transparency, driving sustainable growth for the Thai economy.“

“AI transformation is no longer an option. It’s a critical survival path and a key opportunity for Thailand.” said Napong Arriyavat, Director of Digital Department, IEAT. IEAT’s adoption of world-class technologies such as Salesforce’s Agentforce represents a vital piece of the puzzle within our Customer 360 architecture, elevating how we engage with and support investors.”

Building an Agentic Future for Thai Enterprises

With shifts in Thailand’s demographics towards an aging population and increasing demand for digital capabilities, the new era of agentic AI provides an opportunity for organizations to leapfrog their AI transformation. By becoming Agentic Enterprises, with AI agents, data, apps and people all working together, Thai organizations can create entirely new capabilities, revenue streams, and ways of working.