Built in Bangkok, Focused on What AI Can Honestly Do
Siri Forge exists because too many Thai businesses encountered AI hype before they encountered AI help. We decided to do the latter.
Back to HomeHow Siri Forge Came to Be
Siri Forge was founded in Bangkok in 2019 by a small group of people who had spent years working in operations, logistics, and enterprise software across Southeast Asia. What we kept seeing was a gap — businesses that had real problems AI could address, but no practical pathway to get there without spending a fortune or relying on consultants who spoke mainly in abstractions.
The name draws from the idea of forging something durable and purposeful — the way a craftsperson shapes raw material into something useful. We apply that same thinking to AI: not every tool fits every business, and the work of integration is about understanding the grain of how your organisation actually functions.
Today our team works with small businesses, distribution companies, and forward-looking organisations across Thailand, helping them move from curiosity to capability — at a pace and budget that makes sense for where they are now.
Our Mission
"To make AI integration genuinely accessible to Thai businesses — not as a distant aspiration, but as a practical, achievable next step."
Grounded in Practicality
We recommend tools and approaches that work within your existing resources.
Honest About Limitations
If AI is not the right fit for a specific problem, we say so clearly.
Long-Term Thinking
We design for your team's independence, not ongoing dependency on us.
The Team Behind Siri Forge
Kanlaya Phommasin
Co-Founder & Lead Consultant
Kanlaya spent eight years in enterprise operations across Bangkok and Chiang Mai before founding Siri Forge. She leads client engagements and is the primary author of our methodology.
Nattawut Sriwichien
Co-Founder & Technical Director
Nattawut brings experience in data engineering and logistics software. He oversees the technical architecture of AI integrations and ensures that recommendations are actually implementable.
Pimchanok Lertsiri
Training & Facilitation Lead
Pimchanok designs and delivers employee training programmes. Her background in adult learning and organisational development shapes how we transfer capability into client teams.
Quality Standards We Hold Ourselves To
These are not aspirational statements — they are the practical commitments that shape every client engagement we take on.
Data Handling Discipline
Client data stays within agreed boundaries. We never use client information for model training or share operational details with third parties without explicit written consent.
Scoping Before Selling
We scope every engagement carefully before proposing a service. If the work you need falls outside our current capabilities, we say so rather than taking on work we cannot deliver well.
Clear Documentation
Every engagement produces written deliverables in plain language. We avoid jargon in client-facing documents and include implementation notes that someone without a technical background can follow.
Team-Centred Delivery
Our work is designed to leave your team more capable, not more dependent. Knowledge transfer is built into every service — not added as an afterthought at the end.
Ethical AI Guidance
We follow published guidelines on responsible AI use in commercial settings and flag any ethical considerations relevant to a client's planned implementation — particularly around workforce impact.
Milestone Accountability
We share clear milestones at the start of every engagement and communicate proactively when timelines shift. Clients are never left wondering where the work stands.
AI Consulting Grounded in Thai Business Reality
Siri Forge operates at the intersection of practical technology implementation and Thai business culture. Our consultants understand that most small and medium enterprises in Thailand are resource-constrained, relationship-driven, and appropriately cautious about adopting new systems without visible, near-term benefit. We design our services around those realities.
Our work spans AI tool selection, integration support, and employee training across industries including logistics, distribution, retail operations, and professional services. We work in English and Thai, and our documentation can be prepared in either language depending on your team's preference.
We maintain active knowledge of developments in commercial AI tooling — large language models, computer vision applications, demand forecasting systems, and route optimisation software — so our recommendations reflect what is available and viable today, not what might exist in a few years' time. We are not affiliated with any software vendor, which means our recommendations are shaped only by what fits your situation.
Client engagements typically begin with an observation period where we spend time understanding workflows before making any recommendations. This upstream investment produces guidance that is specific, actionable, and relevant to the actual work your people do each day.
Want to Learn More About Working With Us?
We're happy to have an exploratory conversation with no obligation on either side.
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