Salesforce, the global firm in artificial intelligence (AI) customer relationship management (CRM), is strengthening its regional leadership in ASEAN with the appointment of new country leaders for Thailand and Indonesia.
The company said in a statement on Monday that it has hired seasoned executive Apisit Kuparatana to lead its operations in Thailand and appointed Andreas Diantoro as the new Country Leader and President Director for Indonesia.
The appointment of Kuparatana comes at a pivotal time in the company’s growth in the market — with Agentforce, the digital labor platform for enterprises.
Salesforce is helping Thai organizations across key industries like financial services, healthcare, manufacturing, retail and more, lead in the era of agentic AI.
Kuparatana is based in Bangkok, Thailand, where Salesforce established a permanent office space in March 2023.
The company has been serving as a trusted digital advisor for local Thai trailblazers for many years prior to that, helping them harness unified data from across CRM processes and company touchpoints.
With its Customer 360 offering, Salesforce brings together solutions like Slack, Tableau, MuleSoft and best-in-class CRM apps for sales, service, marketing, commerce and information technology (IT) on one integrated platform, making it easier for AI agents, employees and data to work together.
As the Thai labour market faces challenges including a declining labor force participation rate and an ageing population, Salesforce is now empowering companies in the region to become agentic enterprises with Agentforce.
Built on the trusted Salesforce platform, Agentforce works with existing apps, data, and business logic to augment employees and improve customer experiences.
Leading Thai organizations like K.W. Metal Work have already embarked on their agentic AI journey with Salesforce.
With Apisit’s appointment and keen understanding of the local market, Salesforce will continue to build on its relationships with Thai customers and partners, and empower its employees to help drive agentic AI transformations at scale.
“We see great potential for agentic AI to boost the growth of Thai businesses,
“We’re thrilled to have Apisit leading the charge for Salesforce Thailand as we help our customers and partners harness the potential of this transformational technology,” said Arun Kumar Parameswaran, Salesforce Executive Vice President & Managing Director, South & Southeast Asia.
According to him, Kuparatana’s strategic expertise, deep market knowledge and strong relationships will help Thai businesses become agentic enterprises.
Kuparatana brings over 30 years of experience, including executive management roles across leading multinational technology organizations and one of the largest retail conglomerates in Thailand.
Most recently, he founded and led Altra Group, a management consulting and business transformation firm specializing in strategic planning, operational optimization, and financial turnaround focused on small and medium-sized organizations across diverse industries.
He also has a keen interest in contributing to the Thai community, serving as Advisor to the board of Management – eCommerce at the Federation of Thai Industries and Honor Board of Director, Faculty of Science, King Mongkut’s Institute of Technology Ladkrabang.
“Salesforce is at the forefront of agentic AI transformation in Thailand and I’m honoured to take on the leadership of the Salesforce Thailand business during this exciting period in the company’s evolution,
“We’ve got a strong base of local customers and partners, and a fantastic team. I’m excited for the opportunity to build successful agentic enterprises and expand our footprint in the market,” said Apisit Kuparatana, Country Leader and Managing Director, Salesforce Thailand.
Meanwhile, the appointment of Diantoro comes as Salesforce continues to build momentum in Indonesia, following the launch of its Indonesian entity and Hyperforce, the company’s trusted next-generation platform architecture, in August 2023.
Hyperforce allows customers to meet the necessary data residency, availability, security and regulatory compliance requirements, an imperative for regional and global organizations in regulated industries such as the government, financial services and telecommunications.
Diantoro will be responsible for leading the company’s strategy and growth in Indonesia, working closely with customers, partners, and the community to help Indonesian businesses of all sizes transform into agentic enterprises, where humans and agents work together to unlock entirely new capabilities, revenue streams, and business models.
In July 2025, Salesforce expanded the services available on Hyperforce in Indonesia to include Agentforce, Data Cloud Tableau Next, Tableau Cloud and Marketing Cloud Next, empowering customers’ productivity, improving efficiency, and delivering personalized customer experiences to capture the country’s $366 billion AI opportunity.
One of the few Indonesians to have led operations at four global technology companies – SAP, Dell, Microsoft and HP – Diantoro brings a deep network and wealth of experience to his role.
He has successfully managed the go-to-market strategies and driven customer success for multiple organizations in Indonesia.
“Indonesia is at a crucial juncture where agentic AI can help the country realize its immense opportunity as the fourth largest market globally by population and a steadily growing economy,
“The country is increasingly influential in ASEAN and plays a key role in driving the region’s growth,” said Arun Kumar Parmeswaran, Executive Vice President & Managing Director, South Asia, Salesforce.
“We are delighted to welcome Andreas to drive the business in this critical market. His deep understanding of the local landscape and customers, and incredible track record make him the ideal leader to support the success of our customers as they embark on the journey to become agentic enterprises,” he added.
Diantoro, Country Leader and President Director, Salesforce Indonesia, said Salesforce is leading today’s agentic AI transformation and it’s an exciting moment in time to join the company.
“With digital labor, Indonesian businesses have an unprecedented opportunity to enhance productivity, scale across geographical boundaries and drive innovation, as they evolve into agentic enterprises,
“I look forward to working closely with our Indonesia team and the wider Salesforce ecosystem to accelerate growth and deliver the exceptional experiences our customers expect,” he added.
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