Chulalongkorn University Unveils Thai Brand Research and AI Seminar on 10 Nov 2026

The Faculty of Commerce and Accountancy, Chulalongkorn University, is preparing to host the 8th consecutive announcement and awards ceremony for The Most Powerful Brands of Thailand 2026 for 2026, alongside an academic marketing seminar on the era of artificial intelligence or AI. The event will take place on Tuesday, 10 November 2026, from 13.00 to 16.00 at the Chulalongkorn University Auditorium. The event aims to honour product and service brands that have won the hearts of Thai consumers based on a nationwide survey, and is open for interested participants to register and attend free of charge, with limited seating available.

Awards for the Most Powerful Brands Based on a Nationwide Survey of 24,000 Consumer Samples

The research and awards project, The Most Powerful Brands of Thailand 2026, is being held for the 8th consecutive time to reflect the success of product and service brands that stand out in winning the hearts of Thai consumers. The selection and evaluation of the awards are based on research data surveying the opinions of 24,000 consumer samples across the country. The awards ceremony will be presided over by Professor Dr Wilert Puriwat, President of Chulalongkorn University, who will present the awards honouring the top brands of 2026.

In-Depth Seminar on Thai Consumer Behaviour and Decision-Making in the AI Era

In addition to the awards ceremony, the event features a special seminar titled AI Marketing Attacks: How Thai Consumers Make Decisions, which focuses on analysing the role of AI in the behaviour and decision-making of Thai consumers. The seminar features Assistant Professor Dr Ake Pattaratanakun, Head of the Department of Marketing, and Associate Professor Dr Nuttapol Assarut, Head of the Research Project, who will share perspectives on marketing and consumer behaviour drawn from the research findings. Attendees will gain key information on market shifts as AI plays a direct role in the purchasing of products and services.

• National Awards Ceremony: The announcement of the 8th The Most Powerful Brands of Thailand 2026 awards, based on a survey of 24,000 consumer samples nationwide.
• Special Seminar Session: A discussion on the topic AI Marketing Attacks: How Thai Consumers Make Decisions to understand Thai consumer decision-making in the AI era.
• Expert Speakers: Perspectives shared by Assistant Professor Dr Ake Pattaratanakun, Head of the Department of Marketing, and Associate Professor Dr Nuttapol Assarut, Head of the Research Project.

Schedule and Event Registration Information

The Faculty of Commerce and Accountancy, Chulalongkorn University, invites executives, marketers, entrepreneurs and members of the public to attend the awards ceremony and special seminar free of charge. As seating inside the Chulalongkorn University Auditorium is limited, those wishing to attend must register in advance to reserve a seat according to the following schedule.

This awards announcement and academic seminar is of particular interest to hoteliers, event organisers, and operators in the tourism and hospitality sector seeking to study marketing perspectives and consumer behaviour in the AI era. Data from the nationwide survey of 24,000 consumer samples and insights from expert faculty members will help hotel professionals and event organisers understand the factors influencing customer decisions and apply them to effectively develop their organisation's brand. Furthermore, travellers and members of the public interested in following trends among leading product and service brands in Thailand can also attend the event to gain insights free of charge.