Siam Global House (listed company, 101+ branches) is implementing AI and ESG-integrated business transformation to compete in construction materials retail. CEO shared 30-year journey from small store to modern trade model, highlighting tech adoption (POS, WMS, Auto Storage, HR systems, AI chat) to improve operational efficiency and reduce manual work. With 10 years of data accumulated, the company is positioning AI as core competitive advantage while maintaining cash flow focus amid weak consumer demand. Key advice to SMEs: understand true gross margins before going online, as marketplace fees (25%+) can wipe out thin profits.