Advanced Info Service (AIS), Thailand’s leading digital infrastructure provider, has launched “AIS Pro,” a new initiative designed to offer comprehensive, expert care for Apple product users, reinforcing its commitment to superior customer service and transforming its retail spaces into “Digital Lifestyle Destinations.”
BANGKOK, Thailand – In a significant move to redefine the customer service landscape, Advanced Info Service Public Company Limited (AIS) today announced the launch of “AIS Pro,” a specialized program aimed at providing end-to-end support and expert advice for the complete range of Apple products, including the iPhone, iPad, Mac, and Apple Watch. This strategic initiative underscores AIS’s evolution from a traditional telecommunications provider to a holistic digital lifestyle enabler, focusing on human-centric service to complement its technological prowess.
The core of the “AIS Pro” program is a dedicated team of over 300 specialists who have undergone extensive training and certification. These experts are now stationed across more than 150 AIS Shop branches nationwide, ready to assist customers with a wide spectrum of needs, from basic device usage and feature explanations to the more complex integration of devices within the seamless Apple ecosystem. This initiative represents a significant investment in human capital, signaling a shift in company philosophy that prioritizes post-sale customer experience as much as the initial transaction.
This move is a direct reflection of AIS’s understanding that in today’s competitive market, “buying a product is not merely about purchasing a device, but about delivering the best customer experience.” By creating the “AIS Pro” cadre, the company aims to build long-term customer relationships founded on trust and expert guidance, ensuring users can maximize the potential of their high-value Apple devices. The program is positioned to provide trusted, global-standard services, specifically tailored for the discerning Apple customer base.
A Strategic Pillar in the “5 BEST Experience” Framework
The launch of “AIS Pro” is not a standalone effort but a crucial component of the company’s overarching “5 BEST Experience” framework. This comprehensive strategy is designed to deliver excellence across all customer touchpoints:
- Best Product: Offering premium technology and design, with Apple products being a prime example.
- Best Package: Providing exceptional value and a diverse range of benefits in its service plans.
- Best Privilege: Curating exclusive rewards and lifestyle benefits for its customers.
- Best Process: Ensuring fast, efficient, and seamless service delivery.
- Best People: This is where “AIS Pro” directly contributes, by guaranteeing highly skilled staff who provide professional care and expert guidance.
By investing in “Best People,” AIS is elevating its service model, moving beyond transactional interactions to create a consultative environment. The “AIS Pro” specialists are empowered to act as trusted advisors, helping customers navigate the digital world and integrate technology more deeply into their lives. This initiative is pivotal in the company’s mission to transform its AIS Shops from simple retail and service centers into vibrant “Digital Lifestyle Destinations,” where customers can explore, learn, and receive personalized support.
Driving the Vision of a “Cognitive Tech-Co”
This focus on enhanced customer service aligns perfectly with AIS’s long-term vision of becoming a leading “Cognitive Tech-Co.” This forward-looking goal involves transitioning from a traditional telecommunications company into a smart technology organization that leverages data, AI, and deep customer insights to deliver intelligent and predictive services.
As a digital infrastructure provider serving over 51.1 million customers as of June 2025, AIS is at the forefront of Thailand’s digital transformation. Its business is built on four key pillars: a dominant mobile phone service on the 5G network with the most extensive frequency band (1460 MHz) catering to over 46 million users; a robust broadband internet service under AIS 3BB FIBRE3 with over 5.14 million users; comprehensive services for corporate customers; and a growing portfolio of digital service businesses.
The “AIS Pro” initiative serves as a tangible expression of the “Cognitive Tech-Co” vision. It demonstrates a commitment to not only providing the network infrastructure but also the intelligent, human-led support that allows customers to fully leverage that infrastructure. By developing a deep understanding of customer needs within a specific, high-value ecosystem like Apple’s, AIS can gather insights that will fuel future service innovations, thereby supporting the strength of the national digital economy and elevating the quality of life for the Thai people.
In conclusion, the launch of “AIS Pro” is more than just a new customer service program. It is a strategic declaration of AIS’s commitment to setting a new standard for customer care in the Thai telecommunications industry. By focusing on specialized expertise, particularly for a globally recognized brand like Apple, AIS is enhancing its value proposition, deepening customer loyalty, and taking a significant step forward in its journey to become a truly customer-centric Cognitive Tech-Co.
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