Nation Group posts second straight quarterly profit amid AI push

Nation Group reported a net profit of THB7.44 million for the third quarter of 2026, reversing a loss in the same period a year earlier and marking its second consecutive profitable quarter despite economic and media-industry challenges. Growth in online media, alongside tighter management of costs and expenses, supported the turnaround as the company lays the foundations to become a media technology company.

Nation Group (Thailand) Public Company Limited recorded total quarterly revenue of THB246.41 million, up THB7.34 million, or 3%, year on year. Total costs and expenses fell by THB18.54 million, or 7%, from the third quarter of 2025 to THB232.09 million, helping the company return to a net profit of THB7.44 million.

The company attributed the improvement to its online business, marketing strategies tailored to different customer groups and efficient management of internal resources and costs, reflecting progress from its strategic adjustments.

Small AI projects and agency expansion

Shine Bunnag, chairman of Nation Group’s executive committee and chief executive officer, outlined the restructuring efforts behind the results.

“We have worked hard to restructure our organisation and our business to prepare for the future, particularly by controlling costs and applying artificial intelligence (AI) to our workflows through ‘Small AI’ projects,” he said.

“We are also focusing on expanding our agency team to bid for government contracts. Our revenue has grown significantly this year. However, we still see several weaknesses that require further adjustment and improvement.”

Building towards a media technology company

Shine outlined plans to build on Nation Group’s strength in producing substantive content that benefits society, with greater emphasis on analysis and in-depth reporting across major current issues.

On technology, the group is preparing to become a “Media Tech Company”, drawing on technology and its data and news archives, which it regards as key organisational assets, to develop further business opportunities.

Nation Group also aims to operate under its “Agile & Intelligence Organization” concept, developing the agility and flexibility needed to respond to a rapidly changing world.

“Beyond knowledge and ability, our people must be agile and intelligent: flexible, adaptable and ready to respond to new developments, including AI and technological change,” Shine said.

Human expertise and credibility remain central

“Although AI is a powerful tool, it cannot replace every aspect of human work. We still need journalists with specialist expertise and creative production teams. These are qualities that AI cannot replace,” he added.

“Although technology is changing how the media works, credibility has remained our foundation for 56 years.

“We will uphold our journalistic principles and professional ethics, delivering accurate and comprehensive news while continuing to scrutinise and verify the facts.

“Our aim is to provide valuable information that helps the public make informed decisions,” Shine said.

Expanding marketing services and international partnerships

Nation Group also plans to build on its content strengths and media network to expand its marketing services, working with leading Thai companies and global media organisations.

The group intends to further develop its seminars and international networking forums, creating opportunities for knowledge exchange and business connections to help support Thailand’s long-term economic development.