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LINE Transforms Marketing for the Work Smart Era
LINE Thailand held LINE Agency Day 2025 under the theme “Work Smart Play Loud,” revealing marketing trends for the Work Smart era and updating solutions on the LINE platform. This helps marketers and agencies increase work efficiency and smarten their operations with technology and AI to create the right experiences that meet the lifestyle needs of modern consumers, reinforcing LINE's position as a comprehensive platform for Thai businesses. 2025 presents marketers with diverse challenges, including increased competition, more complex consumer demands, and a focus on quality over quantity. This has led to the drive for Work Smart marketing, which uses technology and AI to think, analyze, and automate tasks, reducing complexity, increasing accuracy, and creating a higher impact for businesses. This year, LINE continues to develop solutions and tools to enable marketers and agencies to work smarter, using technology and AI as game-changers to enhance efficiency in various areas. For example, the latest feature, ‘AI Chatbot’ on LINE OA, enhances communication between brands and customers by using AI to generate automated question-and-answer sequences and respond to customers 24/7, understanding the context of the conversation even with typos, and providing access to insightful data. Check the performance of automated chat responses in depth to improve operations.
LINE updated its solutions at LINE Agency Day 2025, transforming marketing for the Work Smart era and creating engaging WOW experiences.
Another highlight to watch is the unveiling of plans to enhance LINE Ads performance with AI. This includes various stages such as campaign planning and setup (e.g., suggesting suitable target audiences), ad design (e.g., generating catchy captions and creative content), and evaluation (analyzing ad performance and suggesting optimization strategies for better results). LINE aims to complete this plan by 2026, enabling marketers to easily create more effective LINE Ads campaigns and focus more on strategic planning.
In addition to AI enhancement, LINE prioritizes designing and developing solutions that provide a positive and engaging consumer experience, key to creating impact and brand memorability in this era. This includes adding fun and vibrant elements to trustworthy communication and offering diverse ad formats. Examples of interesting highlights include: LINE updating solutions at LINE Agency Day 2025, transforming marketing for the Work Smart era, creating engaging WOW experiences, and leveraging the power of LINE Emoji to enhance communication. It was found that users, especially younger generations, are using LINE Emoji more due to its versatility – sending it in chats with different expressions or using it to react to conversational phrases. It's another way to naturally integrate brand identity or character into consumer lifestyles through Sponsored Emoji, creating engagement, connection, and engagement in daily life.
LINE Official Notifications (LON) deliver instant notifications, ensuring no important messages are missed, even if customers haven't added the brand as a friend on LINE OA. This year, various brands have activated LON, resulting in a total of 50 million notification messages sent. One success story is Taobin, using LON with Phone Verification, achieving over 9 million successful message deliveries. Meanwhile, Amway, using LON with Non-Phone Verification, increased its message delivery success rate by 170%. LINE TODAY Special Tab transforms brand communication into captivating content. With a dedicated tab in LINE TODAY, brands can take over and integrate their brand content with other related content, filling the entire space. They can also create tabs based on holidays or special events to better engage readers. Data from LINE shows that the horoscope tab remains the most popular, three times more popular than other tabs. Therefore, LINE is planning to sell advertising space on the horoscope tab soon.
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