Development of Artificial Intelligence-Based Application Promoting SMCE and SME for Thailand Organic Valley


  • Jakkrit Suttanurak Faculty of Industrial Technology, Nakhon Ratchasima Rajabhat University
  • Pimwalunn Aryuwat Boromrajonani College of Nursing Udon Thani, Praboromarajchanok Institute
  • Tippatai Pongsart Faculty of Science, Khon Kaen University
  • Chaiyapas Thamrongyoswittayakul Faculty of Veterinary Medicine, Khon Kaen University


Development of artificial intelligent application, Digital marketing, Organic valley, Web application


Thailand Organic Valley, spearheaded by government officials, is the country’s first of its kind, serving as an agricultural template for the organic farmer’s community located on Nong Bua Dang’s plateau in Chaiyaphum. The community needs a way to promote and to move products digitally. Therefore, the authors have developed an e-commerce application to aid in selling and online marketing for the farmers-owned agricultural organic cooperative. ​The application also facilitates an artificial intelligence (AI) chatbot to ease the communication between the organic valley community and their buyers. The authors have also assessed the application’s quality in serving online promotion. Finally, a customer satisfaction survey evaluates the platform’s effectiveness. The population samples are drawn from three main target groups: regular website visitors, small and micro community enterprises (SMCE) and from small and medium enterprises (SME) in the Organic Valley area in the size of 325 people. The study utilizes the developed e-commerce platform, an application performance survey, and a satisfactory survey. Upon completion of the study, the application can be used as an e-commerce platform to connect customers with Organic Valley producers, utilizing a chatbot to ease communication according to the survey results. The assessment by experts has concluded that the application is very satisfactory (average of 4.37). The satisfactory survey conducted on representatives from SMCE and SME and visitors shows an average of 4.30.

Author Biography

Tippatai Pongsart, Faculty of Science, Khon Kaen University

Department of Statistics


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How to Cite

Suttanurak, J., Aryuwat, P., Pongsart, T., & Thamrongyoswittayakul, C. (2022). Development of Artificial Intelligence-Based Application Promoting SMCE and SME for Thailand Organic Valley. Suan Sunandha Science and Technology Journal, 9(1), 17–24. Retrieved from



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