Teeraphol Ambhai: Teaching the Next Generation to Use AI Wisely in the Age of Digital Retail

By: Zenia Pearl V. Nicolas

In a world where automation and algorithms dominate conversations about the future, Teeraphol Ambhai brings a refreshing balance, one grounded in both innovation and ethics. 

As an Adjunct Lecturer at Sripatum University and a sought-after speaker in Thailand’s Martech and digital branding scene, Teeraphol has carved a space where academic discipline meets real-world marketing ingenuity. With years of experience spanning SEO, e-commerce and immersive digital strategy, he continues to push for a new kind of literacy, one that treats artificial intelligence not as a shortcut, but as a tool of discernment. 

“When we talk about AI, we need to give students the foundation,” he explains. “How AI can be applied in real business, but also how ethics must be embedded into that process to make sure they use it right away.” 

That moral compass, he adds, is something he tries to instill in every class and keynote. “Sometimes, technology that moves too fast isn’t good, we need to slow down a little bit,” he says.” The key is using wisely to make work more effective, especially when resources like time, money and manpower are limited.

Beyond Hype: Training a Generation That Questions AI

In his classroom and across Thailand’s growing MarTech ecosystem, Teeraphol emphasizes what he calls the most underrated skill in today’s AI-driven world–attention to detail.

“Many people trust AI almost 100%,” he says. “But it’s not always right. You need to check it, audit it and understand how it produces results.”

He points to simple examples that reveal the risk of blind trust: “When you create a picture of a human using AI and it gives six fingers, that’s your brand image already,” he warns with a laugh. “You can’t just accept it because the computer made it, you have to be careful, you have to look closely.”

It’s this mix of humor and wisdom that keeps his talks relatable. For Teeraphol, AI isn’t about replacing human judgment, it’s about amplifying it. “Attention to detail,” he says, “is what separates responsible creators from careless users.”

AI with a Human Heart

His academic foundation meets industry practice in a way that keeps him grounded in customer experience. Before joining academia, Teeraphol worked in Thailand’s healthcare sector, helping a leading hospital use digital marketing and AI tools to enhance patient satisfaction. That experience reshaped his view of technology, not as a cold mechanism but as a bridge toward empathy. 

“It’s about making the customer experience seamless,” he says. “We have to use AI in a way that still centers the human. The customer should remain at the heart of every innovation.”

Championing Thailand’s Digital Future

At Retail & E-Commerce Summit Asia (RESA) Thailand 2025 organized by rockbird media, Teeraphol shared the stage for the panel “Next Gen Retail in Action: AI, Automation & Immersive Tech.” His message was simple but profound, Thailand’s digital retail ecosystem can grow only if its people grow with it. 

“If they know it first, they move first and they win first,” he said, reflecting on the summit’s impact. “This event helps Thai professionals understand how e-commerce and retail are shaping the future.”

He sees RESA not just as a conference, but as a collective awakening, a place where academia, business and innovation converge. “I enjoy being part of this stage every year,” he adds. “It’s a sign of Thailand’s growing awareness and ambition.”

In a time when AI promises to “do it all,” Teeraphol Ambhai reminds us that leadership is not about mastering every tool, it’s about knowing when to pause, reflect and refine. His classroom lessons, shaped by both scholarship and industry grit, echo a timeless truth: innovation without wisdom is just noise. 

As the retail world races toward intelligent automation, Teeraphol’s voice stands out as one urging equilibrium. 

“We have limited resources,” he says, “but unlimited potential, if we use technology wisely.”