Humans & AI in Cohesion: Pioneering the Future of Talent Management

As AI continues to evolve, retailers must adapt to stay competitive. One critical aspect of this transformation is preparing the workforce. In this exclusive Q&A interview with Panchalee Weeratammawat, Chief People Officer at Central Retail Corporation, she shares her insights on how to effectively integrate AI into retail operations while prioritizing human talent.

The slow yet structured adoption of AI emerges as a tremendous lever for growth. It is imperative for the Human Resources (HR) department in retail organizations to invest in talent development programs, upskilling training, and foster a culture of continuous learning and collaboration to future-proof their teams. Panchalee is a seasoned HR leader who showcases commitment in holistic development and employee engagement. Her strategy in leading her team to excellence relies on her persistence to focus on sustainability, inclusivity, and innovation, while embracing an experimental mindset to adopt new technologies and promote lasting value to their customers.

1. Central Retail has made the headlines a number of times this year. With this kind of expansion, what are your key objectives at the company?

Central Retail (CRC) is Thailand’s foremost retail and wholesale platform, leading the industry across Fashion, Food, Hardline, Property, and Health & Wellness. With a legacy of 77 years, our objective now is to move forward with a strategy we call ‘Leading Excellence and Advancing Sustainability.’ At the heart of this strategy is our ‘CRC OMNI-Intelligence’ vision, aimed at integrating AI across all business processes to create a truly seamless omnichannel experience that connects offline and online platforms for optimal customer engagement.

We are also working to harmonize human expertise with AI, empowering employees to achieve greater productivity and efficiency, with ‘knowledge at your fingertips’ as a guiding principle. Through this strategy, we aim to deliver superior, tailored experiences to our customers. Alongside these advancements, our commitment remains strong in driving impact that balances profit with sustainability—growth that fosters both business success and positive environmental impact.

Central Retail HR Team Members

2. Navigating the talent gap is a significant challenge that many companies, especially in retail, face today. What are some steps you are taking to address this in your organization?

We recognize that bridging the talent gap is not only about attracting new talents but also about nurturing and retaining our workforce to meet evolving industry demands. We’re addressing this challenge through a multi-faceted approach.

Firstly, enhancing our people development programs, centered on both functional and adaptive skills. Our best-in-class development programs allow employees to gain skills in areas such as digital fluency and customer-centric innovation, ensuring that they are equipped to thrive. We are also embedding AI and technology into our HR processes. AI-powered talent management system helps us identify and nurture high-potential individuals and offer tailored career paths. This approach is instrumental in fostering internal mobility, as we believe that growth from within is key to employee engagement and retention.

Our People Promises, encapsulated in our 'GROWTH' framework, focuses on providing a rewarding career, work-life integration, and a high-performing team culture. By creating a collaborative work environment, we are empowering employees to succeed and contribute meaningfully.

3. How do you advise leadership to navigate challenges and transformation?

My primary advice to leadership is to lead with both clarity and empathy.At CRC, we are constantly evolving to remain competitive and to deliver on our customer-centric mission. I believe that a successful transformation requires leaders to communicate a clear vision and direction, while also being receptive to the concerns and needs of our teams. Change can be daunting, so building trust and maintaining open channels of communication are essential. I also encourage our leaders to prioritize adaptability, recognizing that we must be agile in a rapidly shifting retail landscape. This aspect includes embracing innovation not just in our products and services but also in our internal processes, from talent development to operational efficiency. Additionally, I remind our leadership team to place a strong emphasis on our people. As we navigate change, supporting employees through continuous learning and fostering an inclusive, high-performing culture is vital. Also, AI is a marathon, not a sprint. They should not focus on the ROI of AI deployment with an optimization of workforce at this early stage. Instead, they should equip them with the right skills to perform their jobs more efficiently to increase productivity.

4. What strategies has Central Retail implemented to attract top talents in an industry rapidly evolving due to AI advancements?

We recognize that the rapid integration of AI into the retail sector necessitates a dynamic approach to talent acquisition.

To attract top-tier professionals, we have implemented:

• Strategic Partnerships and Collaborations: We have signed over 100 MOUs with the leading Universities and technology institutes in Thailand and are actively collaborate with them to tap into emerging talent pools.
• Comprehensive Talent Development Programs: The Central Retail Academy has established robust development initiatives, with almost 150 courses, that focus on upskilling our existing workforce.
• Inclusive and Innovative Work Environment: We are committed to creating a workplace that values diversity and encourages creative problem-solving. By promoting an inclusive culture, we ensure that all employees feel valued and empowered.
• Leveraging AI in Recruitment Processes: We utilize AI-driven tools to enhance both our recruitment efforts and candidate experiences. These technologies streamline candidate screening and selection, allowing us to efficiently identify suitable individuals.

A Memorandum of Understanding Signed with Mahidol University

5. Can you share specific programs or initiatives focused on upskilling existing employees to adapt to new AI technologies?

We are committed to empowering our employees to thrive in an AI-driven retail landscape.

To achieve this objective, we have implemented several key initiatives:

• Central Retail Academy: Our in-house strategic learning partner collaborates with all Central Retail Business units to enhance employee learning. Central Retail Academy has launched an AI Academy that aims to Drive AI Awareness, Motivate AI Adoption and Foster AI Collaboration.
• AI-Powered Talent Development Programs: We have used AI to customize development programs suitable for the needs of our individual talents and aligning with our organization strategies. Beyond developing the “skills”, it is also important to inspire the “will” of our employees. Many retailers focus heavily on training and skill enhancement but overlook the vital aspect of motivating team members. As leaders, we must continually ignite the passion and drive within our teams, to ensure that our people are both capable and enthusiastic about the AI-driven future.

6. What are the key skills you look for in potential employees who will thrive in an AI-enhanced work environment?

We prioritize a mix of technical expertise, adaptability, and strong interpersonal skills in potential employees. Firstly, a foundational understanding of digital tools and data literacy is essential. We look for individuals who can not only navigate AI and data-driven systems but also leverage these tools to make informed decisions that enhance customer experiences and operational efficiency. Secondly, equally important is an adaptive mindset. Given the rapid pace of technological change, we value candidates who demonstrate curiosity, a willingness to continuously learn, and the ability to thrive in a dynamic environment. This growth-oriented mindset allows them to embrace new tools and processes and adapt to the evolving needs of both business and customers.

7. How are you fostering an agile and adaptable culture that can quickly respond to changes in the market and technology landscape?

Fostering an agile and adaptable culture is key and we have taken a multi-layered approach to embed this adaptability into our organizational DNA.

Firstly, we prioritize open communication and cross-functional collaboration. By creating channels that encourage dialogue between teams, we ensure that ideas flow freely across all levels. This methodology allows us to respond quickly and nurtures an environment where innovative solutions can surface.

Secondly, we embrace a 'test-and-learn' mindset. Through pilot projects and trials, we encourage teams to experiment with new ideas and technologies without the fear of failure. This mindset enables us to learn and refine our methods in response to real-time feedback.

Moreover, we invest in upskilling and reskilling. Our continuous learning programs equip employees with the latest skills in digital technology, data analysis, and agile methodologies. Our ICARE Core Values - Innovation, Customer, Alliance, Relationship, and Ethic - are embedded in all these efforts. We recognize adaptability and initiative, reinforcing a culture where resilience and agility are celebrated and expected.

8. What do you see as the biggest opportunities for talent management in the next 5-10 years?

In the next 5-10 years, talent management will evolve significantly, blending technology with a deeper focus on employee well-being. One major opportunity is using AI and data analytics to personalize development, tailoring growth paths based on individual strengths and career aspirations to improve engagement and retention.

Another key opportunity is the shift to agile workforce planning, creating a flexible culture where employees can adapt and move across functions.Again, our ICARE Core Values are integral here, as they encourage a mindset that is open to Innovation, Collaboration, and Resilience - qualities that are essential in an adaptable workforce.

Additionally, we are redefining leadership development, focusing on leaders who can drive change and support inclusive, purpose-driven teams. Finally, I see a strong opportunity to leverage technology to improve work-life integration. With the rise of flexible work, we have a chance to create an employee-centric workplace that attracts and retains top talents.

9. How is Central Retail Corporation preparing its workforce for the future of work in an AI-driven landscape?

At Central Retail Corporation, we recognize that the future of work is increasingly shaped by AI and digital transformation.

We have implemented:

• Comprehensive Training Programs: Through Central Retail Academy, we offer courses such as "Digital Accounting and AI Accountant" to enhance our employees' proficiency in AI and digital tools.
• AI Integration in HR Processes: We utilize AI to analyze employee data, identify suitable career paths and design personalized development programs. This approach ensures that our employees' growth aligns with both their interests and the Company's strategic objectives.
• Promotion of Continuous Learning: We foster a culture that encourages ongoing education and skill enhancement, enabling our workforce to stay abreast of technological advancements and industry trends.
• Emphasis on Human-AI Collaboration: Our "CRC OMNI-Intelligence" vision focuses on integrating human expertise with AI, empowering employees to work more efficiently and deliver superior customer experiences.

10. What has your expertise been and why is eTail Asia an enjoyable event for you?

My focus has been actively investing in our employees’ growth, from upskilling initiatives that prepare them for new technologies to fostering a culture of adaptability and continuous learning. I believe that technology should elevate people, not replace them, hence, combining human expertise with AI to enhance productivity and create meaningful, fulfilling career paths for our people is pivotal. This event offers an invaluable platform for sharing knowledge, exploring emerging trends, and collectively addressing the challenges facing our industry. I believe that collaboration and learning from one another will ultimately drive greater innovation and help us make our community a better place to live.