Sniffing out new opportunities: Thai AI with a New Zealand connection

Thailand: A move away from conservative traditions to focus on future industries

Around 33% of New Zealanders believe that Thailand is important to New Zealand’s future, according to the Asia New Zealand Foundation’s 2024 Perceptions of Asia Report. Yet perhaps not many people know about the emerging tech focus, vibrant start up community and development of cutting-edge AI technology in Thailand.

Traditional Thai culture, marked by strong social business hierarchies, risk aversion, and conservativism, has been less conducive to innovation. However, this is slowly changing with younger, more tech savvy and entrepreneurial generations coming through. Another catalyst to change is the Thai government’s new focus on attracting foreign direct investment in ‘future industries’, with artificial intelligence a key focus area.

At the forefront of this wave of change is Aim Phattananat Wongwan, a New Zealander based in Bangkok, the Chief Growth Officer of MUI-Robotics. Aim explains that MUI-robotics is a pioneer in AI-driven odour sensing and develops and manufactures state-of-the-art electronic nose technology for quality control and environmental monitoring. He adds that the company’s innovative solutions help industries such as food and beverage, agriculture, and environmental management to leverage artificial sensory intelligence for enhanced efficiency and precision.

Chief Growth Officer of MUI-Robotics, Aim Phattananat Wongwan. Image: Supplied

So why produce a robot that can smell?

"Smell is one of the most crucial human senses," explains Aim. "It shapes our experiences, ensures food safety, and acts as an invisible first line of defence against potential dangers. Smell-based quality control plays a crucial role in various manufacturing sectors, often accounting for 10% to 50% of the quality assurance process. Traditionally, companies have relied on human testers to assess odours, but this approach comes with significant limitations. As Aim explains, “Factors like bias, health conditions, COVID-19, weather, and even individual differences in smell perception can impact accuracy over time. When human-based smell testing fails, businesses risk costly errors and inefficiencies.”

Until now, replicating the ability to smell has been a challenge. However, MUI-Robotics' technology can accurately mimic the human sense of smell, which Aim says marks one of the most significant breakthroughs in AI and robotics this century. Their AI-powered E-Nose eliminates human smelling mistakes and variability in results. Using advanced machine learning and AI-driven processing, it can replicate human olfaction (smell abilities) with up to 98% accuracy while detecting contamination. Unlike human testers, the AI-Nose remains consistent and unaffected by external factors. The AI-Nose can also enhance workplace safety; it reduces human exposure to harmful chemicals, such as those found in paint or industrial solvents, and can take over unpleasant or hazardous tasks, such as odour testing in sewer pipelines.

The exciting possibilities of applying AI sensory technology to health

While AI development is advancing worldwide, Thailand is not always the first place people associate with cutting-edge technology. However, MUI-Robotics has the aim of changing that by becoming a global leader in sensory AI. The company is currently raising funds to expand its technology for health monitoring and early disease detection. According to Aim, this innovation could one day be integrated into mobile phones, allowing doctors to "smell" a patient's health with ease. “This means conditions like lung cancer or diabetes could potentially be detected from a single breath.”

MUI-Robotics wants to become a global leader in sensory AI. Image: Supplied

For Aim, this mission is deeply personal. “Last year, my very close friend lost his wife to lung cancer. It was heartbreaking because lung and pancreatic cancers are among the hardest to detect early. We hope our technology can help change that by enabling earlier diagnoses and saving lives.”

Comparing work in the tech innovation space in Thailand and New Zealand

Aim takes immense pride in the fact that MUI-Robotics' groundbreaking technology was developed in Thailand and based on 16 years of research at Mahidol University. Having briefly served as a Program Director at Creative HQ, a startup accelerator in New Zealand, he has observed striking similarities between the dynamic startup and tech ecosystems of both countries. However, he notes that Thailand's political landscape and business structures pose greater challenges for investors compared to New Zealand. This is one of the key reasons MUI-Robotics has chosen Singapore as its headquarters. Encouragingly, the Thai government is actively working to enhance the ease of doing business, including regulatory reforms aimed at attracting more foreign investment.

Running a startup or small business in New Zealand also comes with significant challenges, and Aim believes New Zealand would greatly benefit if the government prioritised talent retention and small business support. “Startups and small enterprises are the true engines of innovation—they are agile, creative, and drive economic growth by generating jobs. While New Zealand is somewhat open to new technology, investing in younger generations is essential, as they are the heart and soul of the nation’s future.”

MUI-Robotic's goals in health diagnoses are very personal to Aim, having seen the need for this technology in his own life. Image: Supplied

Tech a keystone of growing bilateral relationships between New Zealand and Thailand

In 2024, Thailand’s Ministry of Agriculture began working with MPI in New Zealand to build cooperation and networks in technology aircraft and aviation innovations for agricultural benefits as trade opportunities. Aim believes that integrating green technology and sustainability into this initiative is essential for driving economic growth and societal well-being in both nations.

New Zealand and Thailand are signatories to 3 free trade agreements and have agreed to increase the bilateral relationship to a ‘Strategic Partnership’ by 2026 to mark the 70th anniversary of the establishment of diplomatic relations. Trade and innovation is one of four pillars to strengthen the partnership. Aim is of the view that green tech and sustainability, should be key areas of focus in this work programme to benefit the economies and societies of both nations.

Being immersed in the tech field of cutting-edge AI shaping the future

Aim’s journey through life in both New Zealand and Thailand has led him to unexpected opportunities. He never imagined working for a company specializing in artificial sensory for AI, yet he now thrives in this future-shaping industry, captivated by its endless potential. “I never expected to be in this field, but it’s incredibly rewarding. Every day, I wake up feeling energized, surrounded by young, talented individuals. The fast-paced nature of the work keeps things exciting. To be honest, I can’t think of any other job that’s more inspiring and fulfilling.

For more information contact Aim Phattananat Wongwan [email protected] or check out the website of MUI-Robotics here https://mui-robotics.asia/en/

Asia Media Centre