‘THAI BITES AI’ Launches to Revolutionize Thai Food Tourism Through Artificial Intelligence
The “THAI BITES AI” project, a groundbreaking artificial intelligence platform designed to transform the way travelers experience Thai cuisine, will be officially launched at Avani Ratchada Hotel, Bangkok (Platinum Hall) from 09:30–11:30 hrs. This innovative initiative is spearheaded by Mr. Kanpong Sakunchai, Project Manager of Triple Talk Co., Ltd., in collaboration with the Tourism Authority of Thailand (TAT).
The launch ceremony will be graced by Flight Sergeant First Class Somsak Wajangam, Deputy Director of the Digital and Information Technology Division, who will preside over the event on behalf of the Governor of the TAT. Guests will also enjoy a special discussion and live cooking demonstration featuring Chef Attasit “Chef Big” Patanasetthikul, Champion of Top Chef Thailand 2023 and the creative force behind the popular Facebook page Yark Tam Tae Mai Yark Kin, alongside Ms. Emily Srichala, a British influencer known for her passion for cross-cultural experiences.
At the heart of the THAI BITES AI project is the ambition to elevate Food Tourism by integrating artificial intelligence and gamification into an interactive web application that invites users to “Learn – Taste – Explore.” Thai cuisine, recognized globally as one of the nation’s most powerful forms of soft power, remains a compelling reason for millions of international visitors to explore Thailand each year. Yet, despite its global appeal, many travelers encounter limitations. Tourists often only recognize a handful of popular dishes such as Pad Thai or Fried Rice, while the diversity of authentic regional specialties remains largely undiscovered. Language barriers, pronunciation challenges, and a lack of understanding of ingredients further prevent deeper exploration.
THAI BITES AI directly addresses these challenges by enabling travelers to identify and learn about Thai dishes through AI-powered recognition and translation tools, while connecting them to restaurants, attractions, and cultural activities nationwide. By improving accessibility and understanding, the platform not only enriches the dining and travel experience but also drives income generation for local communities and businesses. Tourists will also be able to correctly pronounce dish names and communicate more easily with restaurant staff, creating a more immersive, authentic, and enjoyable journey into Thai gastronomy.
The application introduces several core innovations. Users can scan food photos to identify dish names, pronunciations, ingredients, and cultural backgrounds, with recommendations for nearby restaurants and related destinations. A menu translation function instantly converts Thai-language menus into multiple languages, providing detailed descriptions, flavor profiles, spice levels, and dietary categories. An AI-powered personal assistant tailors food and travel experiences to each user’s preferences, location, and timing. In addition, a gamified reward system invites travelers to collect dishes as part of themed culinary journeys—ranging from “Yaowarat Signature Dishes” to “Must-Try Northern Cuisine” or vegetarian and vegan options—encouraging ongoing engagement and in-person exploration.
Speaking at the launch, Mr. Sakunchai emphasized that “Thai Bites AI is not just a food recommendation app, but a bridge that connects cuisine, culture, and travel—allowing both Thai and international travelers to experience the richness and authenticity of Thai food in all its diversity.”
With its combination of innovation, cultural storytelling, and community impact, THAI BITES AI positions Thai cuisine not only as a world-class culinary experience but also as a gateway to exploring Thailand’s regions, traditions, and lifestyles. By enhancing Food Tourism through technology, the project underscores Thailand’s commitment to strengthening its role as a leading global destination where food, culture, and travel seamlessly converge.
