// About Us
A Bangkok team working at the edge of AI adoption
We help organisations move from asking "should we use AI?" to making measured decisions about where and how it actually fits.
Back to Home// Our Story
Built on the observation that most AI projects fail before they begin
kinaree Sync was founded in Bangkok after years of watching well-resourced companies invest in AI initiatives that quietly stalled — not because the technology was wrong, but because the groundwork hadn't been laid.
The name draws from the kinaree, the half-human, half-bird figure in Thai mythology — a creature that bridges two worlds. That's the work we do: connecting the world of emerging AI capability to the everyday reality of how businesses in Thailand actually operate.
Our services are structured around the three things that most often determine whether AI adoption takes hold: understanding your current readiness, building integrations that fit real workflows, and equipping your people to use AI tools with confidence and judgement.
We're a small, focused team. We take on a limited number of engagements at a time so we can give each client meaningful attention rather than running thin across too many projects simultaneously.
Mission
To help Thai organisations adopt AI in ways that are well-scoped, well-documented, and sustainable — without overpromising what the technology can do.
Vision
A Thailand where mid-size companies can engage with AI tooling on their own terms — with capable teams and clear processes — rather than relying on external vendors indefinitely.
Values
Transparency in what AI can and can't do. Thoroughness in scoping before building. Respect for the people who will use the tools we help create.
// Team
The people behind kinaree Sync
A small team with complementary backgrounds in technology, business operations, and workforce development.
Praewa Suthirat
Co-founder & Lead Consultant
Over twelve years of experience in enterprise technology consulting across Southeast Asia. Leads client assessments and integration scoping.
Nattawut Wongprasert
AI Systems Engineer
Specialises in workflow automation and AI pipeline design. Brings a background in data engineering and hands-on implementation across multiple industries.
Anchana Charoenwong
Training Program Director
Designs and delivers the Employee AI Fluency curriculum. Background in adult learning and corporate capability development across Thai enterprises.
// Standards & Protocols
How we approach our work
The standards that guide every assessment, integration, and training engagement we take on.
Data Handling Discipline
Client data encountered during assessments and integrations is handled under strict confidentiality terms. We use it only for the stated engagement purpose and do not retain it beyond the project scope.
Scoped Deliverables
Every engagement begins with a written scope of work. We don't start building until both parties have agreed on what's included, what's excluded, and what success looks like.
Ethical AI Framing
All integrations and training content include explicit discussion of AI limitations, bias risks, and responsible usage. We don't build tools that we can't explain clearly to non-technical stakeholders.
Full Documentation
Everything we build or configure is documented in plain language so your internal team can maintain, modify, or hand it over without needing us present.
Sandbox Testing First
AI workflow integrations are built and validated in a controlled environment before touching any live systems. We only move to production after thorough testing with your team.
Regular Client Communication
We hold weekly check-ins during active engagements and provide written progress summaries so you always know where the work stands — no surprises at delivery.
// Expertise
AI adoption consulting rooted in Thai business operations
kinaree Sync operates at the intersection of practical AI capability and day-to-day business reality for organisations across Chatuchak, Bangkok, and the broader Thai commercial landscape. Our work spans mid-size companies in logistics, professional services, retail operations, and knowledge-intensive sectors — industries where AI offers tangible improvements in how information is processed, decisions are supported, and routine tasks are handled.
Our AI Readiness Assessment draws on structured diagnostic methods that go beyond surface-level surveys. We examine how data moves through your organisation, where manual bottlenecks slow decision cycles, and which departments have the appetite and capacity to engage with new tooling. The output is a roadmap written for business leaders, not for technical teams alone.
Workflow integration work at kinaree Sync is scoped tightly to a single defined use case per engagement. Common applications include internal document retrieval and summarisation, customer inquiry classification and routing, and structured data extraction from unstructured sources. Each integration is built with your existing technology stack in mind rather than requiring expensive replacements.
The Employee AI Fluency Training Program addresses a gap that many companies encounter after investing in AI tools: their teams don't know how to use them well, or don't trust them. Our cohort-based program covers AI fundamentals, hands-on practice with relevant tools, and department-specific exercises so that training connects directly to how people actually work.
Want to talk through your situation?
Send us a note and we'll arrange a short call to see whether our services are a reasonable fit.
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