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Item Metadata only Generative AI Adoption and Productivity Outcomes in Small and Medium Enterprises(2026-01-01) Satayapaisal S.; Ketcham M.; Tantiathimongkhon T.; Satayapaisal S.; Mahidol UniversityThe rapid emergence of Generative AI (GenAI) tools such as ChatGPT, Google Gemini, and Canva AI has fundamentally transformed business operations, yet small and medium enterprises (SMEs) face unique challenges in selecting and integrating... organizational productivity and innovation. A quantitative survey was conducted with 150 SME owners, senior managers, and IT decision-makers who have integrated at least one GenAI tool into their business operations. Data were analyzed using descriptiveItem Metadata only Enterprise Architecture: Myth, Reality, and Success Factors(2025-01-01) Mayakul T.; Hiranchan S.; Mayakul T.; Mahidol Universitydemonstrate that EA success depends on sustained organizational work rather than framework selection or technological solutions alone. Effective implementation requires establishing clear to-be vision, comprehensive planning across business-data-application...-technology domains, and ongoing commitment to architectural discipline. This research bridges the theory-practice gap by providing evidence-based guidance for organizations seeking EA transformation success. Enterprise Architecture works only whenItem Metadata only Reimagining Digital Health: Innovations in Virtual Health Service Design(2024-01-01) Butdee P.; Mayakul T.; Butdee P.; Mahidol University—This research studies the critical role of virtual health in addressing contemporary healthcare needs, especially amid the COVID-19 pandemic, and the ongoing efforts to enhance healthcare access and delivery. Utilizing the Enterprise Architecture... to time, travel, and costs, and enhancing competitiveness within the medical industry. Implementing the recommended strategies can further improve accessibility, efficiency, and quality of care. Moreover, the integration of advanced technologies likeItem Metadata only Transformer-Based Sentiment Classification for Innovative Customer Feedback Analysis in Thai Cosmetic Industry(2026-01-01) Tantiathimongkhon T.; Limpisiri T.; Saengpan T.; Tantiathimongkhon T.; Mahidol Universityarchitecture. The proposed system offers scalable solutions for both large e-commerce platforms and small enterprises, enabling smart customer feedback analysis that enhances business productivity and supports data-driven resource management. This study... showcases the effectiveness of integrating domain-specific natural language processing techniques with pre-trained language models, providing a robust benchmark for sentiment analysis in the beauty industry and contributing to technological innovation