AI and Gaming at Gamescom Asia
At Gamescom Asia, our camera crew filmed short interviews with four Thoth AI leaders. They spoke about the future of AI in games, how teams can ship reliable systems, and why our Bangkok hub matters for studios across Southeast Asia. The guests were Eric Zhang (CEO), Clark Ji (Program Manager), Nuntawat Chanajarunvit, known as Jake (Global Site Management), and Norawit Unakul (Operations Manager).
Why AI and gaming belong together
Gaming has grown into a global space for story, identity, and community. AI is advancing at a rapid pace and is reshaping how worlds are imagined, built, and experienced. The shared goal is simple: create experiences that feel alive and human.
“AI should make your worlds more alive, not less human.” — Eric Zhang
Training models inside living game worlds teaches systems to recognise humour, empathy, and cultural nuance. That work improves today’s titles and also develops intelligence that can serve people in the physical world with care and alignment.
Where many projects slow down
Clark described a problem that teams know well. Research groups talk in metrics and edge cases, while production teams face the messiness of real data every day. When these groups cannot speak in the same terms, delivery slips.
Thoth AI closes that gap by:
- turning technical goals into clear instructions for annotation teams
- coaching experts and returning their insights to R&D through tight feedback loops
- stress testing against real behaviour and real edge cases before release
“Accuracy is only the start. What clients want is reliability in context.” — Clark Ji
Why a hub in Bangkok changes outcomes
Jake explained how Bangkok supports studios across Southeast Asia. The hub gives clients hands-on project management and access to multilingual talent. It also keeps delivery responsive to local culture and player expectations while maintaining global standards.
“Global standards meet local precision when the team is close to the work and close to the players.” — Nuntawat Chanajarunvit
The message to Thai talent was clear.
“The world stage is here. You can work with global clients and shape the future of AI in gaming without leaving home.” — Nuntawat Chanajarunvit
Building strong people to build strong products
What studios can do next
Norawit focused on the human side. Thoth AI sources experts locally to match client needs, then invests in coaching so those experts grow with us. Healthy teams create dependable results.
“Strong projects come from strong people. We build both.” — Norawit Unakul
- Treat AI as a creative force multiplier.
- Design data and evaluation around real player experience.
- Build feedback loops between research and production so models succeed in the wild, not only in the lab.
- Use local expertise to deliver global quality with cultural precision.
If you are building the next wave of player experiences and want models that do more than respond, we would love to talk. Thoth AI helps studios ship systems that relate to players across languages and cultures while meeting high standards for safety and alignment.
Interviewed
Eric Zhang, CEO
Clark Ji, Program Manager
Nuntawat Chanajarunvit, Global Site Management
Norawit Unakul, Operations Manager
