About Sino Pacific Sino-Pacific started as the primary importer of Van Houten cocoa powder and later introduced Van Houten Chocolate to Thai consumers. With over 50 years of experience, the company became Thailand’s largest importer of food and confectionery products, offering a wide range of items, including chocolate, snacks, beverages, and industrial products. Today, its portfolio includes nearly 70 global brands.
About Evian Mineral Water and Spray Evian mineral water, sourced from an underground spring in Evian-les-Bains, France, is naturally filtered through the Alps’ limestone, ensuring purity. Rich in minerals like calcium, magnesium, and sodium, it has a balanced pH of 7.2. Packaged in recyclable bottles from 330 ml to 1.5 liters, Evian is certified by health organizations and is recognized for its premium quality and popularity.
About AnyLive Launched in September 2024, AnyLive is a platform that is designed to provide businesses with the ability to maximize the potential of live selling by complementing human hosts and human-led live streams with AI avatars, enabling the operation of live streams 24/7. The platform also has seamless integrations with e-commerce and social commerce platforms, and provides other GenAI functionality such as AI-generated scripts and query responses based on viewer interaction and feedback during live streams.
Challenges Faced by Sino-Pacific in Managing Evian’s Live Commerce Operations
“It’s about customer experience, generating sales, and advertising to the right audience,” Parinya Sangpetchpasert (Head of E-commerce for Sino-Pacific ) shared. Before working with AnyMind Group, Sino-Pacific Trading, which manages Evian in Thailand, encountered challenges in delivering seamless customer experiences and maximizing sales through traditional channels and means.
AnyMind’s Support in Evian’s Live Commerce Transformation
The process for implementing AnyLive involved selecting products to feature during live streams, scripting base content, capturing audio-visuals of the human model, and training the AI avatar of the human model for live streaming. After a thorough quality check, the avatar was launched on Shopee Live for Evian, incorporating promotional strategies based on insights from AnyX.
How AnyLive Streamlined E-commerce for Evian Products
In September 2024, AnyMind Group launched AnyLive, an AI-powered platform that supports continuous live commerce through virtual hosts. This platform enabled Evian to run live streams round-the-clock, using AI avatars alongside human hosts, maximizing live-stream opportunities.
Key Objective for Evian: Leverage AI for round-the-clock, engaging live commerce, establishing Evian as a first-mover in AI-driven live streaming in Thailand.
“Our objective with AnyLive is to enhance the capabilities of live commerce professionals to maximize their sales. The pilot project confirmed that human involvement, combined with AI, marketing, and promotional strategies, is key to success. AnyLive is here to augment, not replace, the human touch,” said Korakan Yamsattham, Deputy Head of D2C-EC Enablement and Affiliate, Thailand, at AnyMind Group. He added that human hosts and AI avatars work synergistically to sustain sales peaks while maintaining a seamless shopping experience.
The vision includes creating a custom AI avatar for Evian to serve as a virtual host, leading live streams and promoting top products, establishing “Evian as the first in Thailand to embrace this innovative technology.” This AI avatar will complement human live streaming hosts by fronting live streams during non-peak hours, to make sure that no minute is lost to capture potential buyers during a stream.
“We see a great opportunity for Evian to leverage GenAI-powered live commerce technology like AnyLive, which has already made waves in China by bridging gaps in live-stream selling, particularly during off-peak hours,” Korakarn shared.
AnyLive for Evian on Shopee
The objective of this 9-week program was to test whether GenAI-powered live streaming could drive higher conversion rates in Thailand and establish Evian as a leader in live commerce.
The hypothesis centered on an AI-human hybrid model, combining peak-hour sessions hosted by humans to drive sales spikes, with AI live streamers covering off-peak hours.
Key execution details included a dual host strategy, media budget allocation to enhance reach and targeted traffic, and ongoing optimization of live stream hours, scripts, and product highlights to better match consumer purchasing behavior. Monthly script updates and bi-weekly KPI assessments further refined the approach, ensuring continuous improvement.
Over 800 total live-stream hours were achieved, with costs reduced by 90% per hour, maintaining a zero-error rate. The program allocated 45 hours for human hosts and 820 hours for AI live streamers.
For the Evian brand, Shopee Live was selected as the platform for live commerce. By analyzing the brand’s data through AnyX, the team identified an opportunity to enhance product sales while utilizing Shopee Live’s promotional coupons. While AnyLive can operate without human hosts, the key drivers of consumer purchases, such as targeted promotions and strategic use of discounts, remain essential. As such, it is important to carefully plan and execute these strategies to ensure sales goals are met.
Best Practices and Key Insights
- Combined Human & AI Streaming: Human and AI sessions on the same day resulted in increased GMV and higher conversions.
- Integrated Media Budget: Essential for driving traffic and maximizing reach.
- SKU Optimization: Using AnyLive’s data, top-performing products were prioritized for maximum engagement.
Results: Impressive Sales Growth
AnyLive increased Evian Mineral Water’s live commerce sales by over 3.5 times compared to live-streaming with a real host. “Since partnering with AnyMind, we’ve resolved previous challenges and achieved over 200% of overall sales growth compared to 2023. AnyLive’s AI-powered capabilities have set a new standard for live commerce, making it a key asset in our e-commerce strategy,” said Parinya Sangpetchpasert, Head of eCommerce at Sino-Pacific Trading (Thailand), highlighting the success of AnyLive.
The integration of GenAI-powered live streaming has resulted in significant sales growth, paving the way for future innovations in live commerce.
Key Strengths: As a trusted partner of Sino-Pacific Trading (Thailand), AnyMind Group offers comprehensive, end-to-end support for Evian’s live commerce initiatives. On top of AnyLive, Sino-Pacific Trading also taps on AnyX to access real-time data on top-selling products and sales trends, helping tailor strategies that meet the specific needs of shoppers.
“Through AnyX, we also have access to data on best-selling products and sales trends. While Sino-Pacific manages inventory, we operate collaboratively, allowing for greater flexibility when launching new initiatives together,” Korakarn mentioned.
Combined with AnyX, AnyLive leverages an AI avatar to cover live streaming during hours when human hosts are unavailable—about 20 hours per day. To ensure seamless execution, we are able to forecast the order volume generated by the avatar, enabling us to coordinate with production and maintain sufficient inventory at all times.
Impact of AnyLive
- Cost Efficiency: GenAI-powered live streaming reduced operational costs by allowing over 20 hours of continuous streaming daily, outside of human host streaming hours.
- Higher Engagement: AI avatars interact with users via keyword prompts, answering questions in real-time.
- Error Elimination: With customizable scripts, Evian can adjust avatar messages in real-time to ensure brand alignment and prevent errors.
- Improved Off-Peak Performance: AI-driven live sessions increased sales during off-peak hours, providing consistent customer engagement around the clock.
Challenges and Solutions As the technology we are utilizing is relatively new in Thailand, our team is working closely with the development team to learn and adapt to its use. It’s worth noting that no one in Thailand has used this technology before.
One of the significant challenges we face is the language itself. “Thai is a complex language, and teaching an AI avatar to understand and interact in Thai requires considerable development time. Additionally, Thai audiences tend to use a highly flexible and dynamic form of the language, which posed an initial challenge for us as well,” Korakarn shared.
The collaboration between Sino-Pacific Trading and AnyMind Group has successfully transformed their live commerce approach for Evian in Thailand. By combining GenAI-powered live streaming with human hosts, Evian saw significant sales growth and operational efficiency. This partnership highlights the value of balancing human expertise with AI technology—AI amplifies the effectiveness of human hosts without replacing them. The result is a seamless, round-the-clock engagement strategy that drives sales while maintaining a personal touch. Evian’s success shows that technology and humans can work together to achieve impactful results in today’s competitive e-commerce landscape.
