AI Becomes Ubiquitous in Thailand’s Digital Lives, But Workplace Use Lags
Nine in ten Thai internet users now engage with AI daily, while just two in ten use it at work, according to a new Telenor Asia study.
A recent study by Telenor Asia finds that ninety-one percent of Thai internet users now incorporate artificial intelligence into their daily routines, a rise from seventy-seven percent in 2024, highlighting AI’s growing role as an "invisible" element of everyday digital life.
More than half of Thai users engage with AI at least once a day, with twenty-eight percent using it multiple times daily.
Daily usage has grown sharply—from nineteen percent in 2024 to forty percent in 2025.
Users employ AI for data analysis (sixty-two percent), creative tasks (fifty-two percent), and communication (thirty-five percent), while awareness of prompt-engineering and bias/ethics rises, at fifty-four percent and twenty-five percent respectively.
Despite widespread personal adoption, AI use in the workplace remains limited—only twenty percent of Thais report using AI tools professionally, significantly lower than rates in neighbouring Malaysia and Singapore.
Among workplace users, AI is deployed for content development (sixty-one percent), analytics (fifty-four percent), and customer service (fifty-three percent).
Generational patterns emerge: Gen Z leads in AI use—scoring eight point five out of ten on enthusiasm—but also expresses the highest concern over social impacts and shows strong support for pausing AI development to ensure safeguards.
Older demographics, including Millennials, Gen X, and Baby Boomers, report more moderate concerns and greater optimism.
Privacy remains a central concern among Thais: eighty-three percent worry about online account security, but sixty-eight percent believe AI can enhance safety, particularly in areas such as facial recognition and customer service.
Only forty-nine percent consider AI fair in hiring, while nearly one in five describe it as very unfair, underscoring a demand for human oversight in impactful decisions.
Moreover, seventy-seven percent say they would share personal data in exchange for better services—if transparency and opt-out options are assured.
Notably, sixty-one percent express greater trust in their own judgment over that of governments or tech firms when it comes to governing AI.
Telenor Asia emphasises the emergence of global frameworks for ethical AI, such as guidelines from international organisations endorsed by nearly two hundred countries, including Thailand.
Telecom operators and industry stakeholders are incorporating these standards to ensure fair, secure and responsible deployment of AI.
Human-centric skills such as creativity, critical thinking and empathy are highlighted as vital for the evolving digital landscape.
More than half of Thai users engage with AI at least once a day, with twenty-eight percent using it multiple times daily.
Daily usage has grown sharply—from nineteen percent in 2024 to forty percent in 2025.
Users employ AI for data analysis (sixty-two percent), creative tasks (fifty-two percent), and communication (thirty-five percent), while awareness of prompt-engineering and bias/ethics rises, at fifty-four percent and twenty-five percent respectively.
Despite widespread personal adoption, AI use in the workplace remains limited—only twenty percent of Thais report using AI tools professionally, significantly lower than rates in neighbouring Malaysia and Singapore.
Among workplace users, AI is deployed for content development (sixty-one percent), analytics (fifty-four percent), and customer service (fifty-three percent).
Generational patterns emerge: Gen Z leads in AI use—scoring eight point five out of ten on enthusiasm—but also expresses the highest concern over social impacts and shows strong support for pausing AI development to ensure safeguards.
Older demographics, including Millennials, Gen X, and Baby Boomers, report more moderate concerns and greater optimism.
Privacy remains a central concern among Thais: eighty-three percent worry about online account security, but sixty-eight percent believe AI can enhance safety, particularly in areas such as facial recognition and customer service.
Only forty-nine percent consider AI fair in hiring, while nearly one in five describe it as very unfair, underscoring a demand for human oversight in impactful decisions.
Moreover, seventy-seven percent say they would share personal data in exchange for better services—if transparency and opt-out options are assured.
Notably, sixty-one percent express greater trust in their own judgment over that of governments or tech firms when it comes to governing AI.
Telenor Asia emphasises the emergence of global frameworks for ethical AI, such as guidelines from international organisations endorsed by nearly two hundred countries, including Thailand.
Telecom operators and industry stakeholders are incorporating these standards to ensure fair, secure and responsible deployment of AI.
Human-centric skills such as creativity, critical thinking and empathy are highlighted as vital for the evolving digital landscape.