CP AXTRA and Alibaba Cloud Sign MoU to Drive AI Transformation

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(From left to right) Tirayu Songvetkasem,Chief Digital Officer, CP AXTRA Public Company Limited;
Tanit Chearavanont, Group Chief Wholesale Business Officer, CP AXTRA Public Company Limited;
Charlene Sawasdee, Country Managing Director of Thailand, Alibaba Cloud;
Hao Xu, Lead Solution Architect of Thailand, Alibaba Cloud

Bangkok, Thailand, April 7, 2026 – CP AXTRA Public Company Limited (CP AXTRA), operator of Asia's leading wholesaler and retailer Makro and Lotus's, has signed a Memorandum of Understanding (MoU) with Alibaba Cloud, the digital technology and intelligence backbone of Alibaba Group, to accelerate artificial intelligence adoption across its operations. The MoU will see Alibaba Cloud's Qwen and Wan AI models deployed across CP AXTRA's workforce, in support of the company's mission to deliver better customer experiences across Southeast Asia.

The MoU sets out a clear objective: to embed a "Think AI First" mindset at every level of CP AXTRA, equipping employees across all business functions with the skills and confidence to use AI as a standard part of how they work. Include content marketing, merchandising, and planning and fulfilment.

To govern and advance this agenda, CP AXTRA and Alibaba Cloud will establish a joint AI Task Force responsible for overseeing the execution and governance of all AI initiatives. Alibaba Cloud domain experts and CP AXTRA business verticals will co-create domain-specific AI solutions and develop proof-of-concept use cases tailored to the CP AXTRA operations.

"Artificial intelligence is not a future consideration for CP AXTRA, it is a present priority. This partnership with Alibaba Cloud is about more than technology deployment,” said Tanit Chearavanont, Group Chief Executive Officer Wholesale Business at CP AXTRA. “It is about building a culture where everyone feels empowered to use AI with confidence, in every part of their work, every day. The establishment of our joint AI Task Force ensures this is not just a vision but a structured, governed, and measurable program. We are committed to moving fast, learning quickly, and making AI a genuine competitive advantage for our business and for the customers we serve."

“We are pleased to partner with CP AXTRA as it advances its AI transformation,” said Charlene Sawasdee, Country Managing Director of Thailand, Alibaba Cloud. “As AI becomes a key driver of business innovation, organizations need both the right technology foundation and a clear strategy for adoption at scale. By combining Alibaba Cloud’s AI models, cloud infrastructure capabilities and industry expertise, we look forward to helping CP AXTRA build a more intelligent, agile, and future-ready business. This collaboration also reflects our commitment to enabling Thai enterprises with practical and impactful AI capabilities.”

Alibaba Cloud offers a broad range of AI and cloud capabilities to help enterprises accelerate digital transformation at scale. Its large language model family Qwen and video generation model Wan support a wide range of business use cases, helping organizations improve efficiency, enhance creativity, and drive innovation. Built on Alibaba Cloud’s secure, scalable, and reliable infrastructure, these technologies enable AI deployment with greater flexibility, performance, and operational readiness.

Looking ahead, the two companies aim to create a strong foundation for long-term AI adoption, unlock new business value, and set a benchmark for how enterprises in Thailand and Southeast Asia can harness AI to drive sustainable growth and customer-centric innovation.

About CP AXTRA

CP AXTRA Public Company Limited, a subsidiary of CP Group, operates Asia's leading wholesaler and retailer, "Makro" and "Lotus's.' The Company is based in Thailand, with operation across 10 countries. CP AXTRA is committed to fulfilling people's lives with good health, love, joy, and well-being by providing solutions and meeting customers' daily needs with technology, innovation, and operational excellence. With over 30 years of retail experience, CP AXTRA is a trusted partner for both B2B and B2C customers, offering a comprehensive range of products and services. Today, it manages over 2,700 offline stores in Thailand and Asia, with strong online presence.

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CP AXTRA and Alibaba Cloud Sign MoU to Drive AI Transformation

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