For millions of people across Thailand, LINE MAN Wongnai isn't one platform, it's several. Food and grocery delivery, ride-hailing, messenger and telepharmacy service, digital payments, and the point-of-sale tools that connect more than 500,000 local merchants and 250,000 riders and drivers to over 10 million users nationwide under one roof.
It's the kind of everyday infrastructure that only works if it's fast, dependable, and personal, no matter which side of the app you're on. The customer ordering dinner needs it. So does the rider delivering it, and the merchant relying on it to make a living.
That's the spirit behind LINE MAN Wongnai's approach to AI. Rather than bolt on a single chatbot, LINE MAN Wongnai set out to build a portfolio of agents across the business, and made Sierra its strategic partner to get there.
“Our customer engagement model is one of our most critical foundations, and one of our most complex. As a three-sided marketplace connecting users, merchants, and riders, we engage with three different customer bases with widely varying support needs and operational realities means we are constantly balancing our commitment to hospitality and our ability to scale.”
A partnership built on more than one use case
LINE MAN Wongnai evaluated its options for a rider-support agent head-to-head and chose Sierra. But rather than treat that as a one-off project, LINE MAN Wongnai's leadership invited Sierra deeper into the company, engaging directly on product roadmap and AI strategy across multiple business units. That's given the two teams room to explore where agentic AI can help across LINE MAN Wongnai's very different audiences: consumers, riders, and merchants alike.
“Support is only one moment in a much bigger relationship, including discovery, onboarding, growth, and the everyday interactions in between. Our ambition is to solve that relationship holistically, so we deliberately chose to build a portfolio of agents across the business rather than a single point solution.”
Agents for every side of the platform
What started as a single rider-support use case is beginning to grow into a portfolio spanning different audiences on LINE MAN Wongnai's platform.
Support for the rider community. Riders are the backbone of LINE MAN Wongnai's delivery network, and keeping them on the road depends on getting their questions answered fast. The rider-support chat agent that won LINE MAN Wongnai's head-to-head evaluation is now moving into phased production, integrated deeply with LINE MAN Wongnai's APIs and CRM so riders get grounded, accurate answers pulled from real account data rather than generic scripts.
An agent for the merchant economy. Support isn't the only place agents can help LINE MAN Wongnai grow. A new chat agent is being built to engage LINE MAN Wongnai's base of more than 500,000 local merchants directly, surfacing relevant marketing and advertising offers at scale.
“Our teams are famously hard on vendors, and Sierra is the one that kept earning our confidence. They won our head-to-head evaluation on the merits, but what convinced us to go deeper was their willingness to explore new use cases with us and build for our market rather than adapt something made for someone else's. They engage on our roadmap and AI strategy as a partner, not a supplier. That's the kind of partner you build the next decade with. ”
What’s next
The two teams are now exploring additional channels and use cases together, extending agentic AI further across consumers, riders, and merchants. The shape of what comes next will keep evolving as these explorations mature, but the direction is clear: LINE MAN Wongnai sees agentic AI as core to how it shows up for the people who depend on its platform, not a single feature, but a standard that grows with the business.
That direction fits into LINE MAN Wongnai’s commitment to being an AI-driven company, embedding AI into every department across the business. Sierra's work with LINE MAN Wongnai's riders, merchants, and customers sits inside that push, part of how LINE MAN Wongnai intends to keep advancing its broader mission to digitalize Thailand.
About LINE MAN Wongnai
LINE MAN Wongnai is one of Thailand’s largest tech startups, operating three core business groups: On-demand Services under LINE MAN brand, the on-demand service leader in food delivery, mart delivery, messenger, transportation, and telepharmacy; Merchant Digital Solutions under Wongnai brand, the leading POS and digital solutions for merchant management; and Pay & Financial Services under LINE Pay brand, an integrated online and offline payment platform. With a mission to digitalize Thailand, LINE MAN Wongnai is committed to drive growth and provide real-life solutions to millions of users and businesses across Thailand.
