Ruangrojana Poonphol of House of Wisdom argues that most Thai organizations are falling into "AI Theater"—investing heavily in AI with numerous use cases (budgets doubled from 0.8% to 1.7% of revenue) yet seeing zero P&L impact. Real AI transformation requires organizations to be designed from the ground up with AI (AI-Native), not retrofitting legacy structures. Success depends 70% on people, change management, and culture—not on AI models (10%) or technology (20%). Leaders must shift from optimizing old processes to reimagining business models, organizational design, and customer behaviors entirely.