Bangkok woke up on August 18 to a familiar buzz: the hum of phones, the murmur of cafes, and the quiet, unstoppable whirr of artificial intelligence weaving itself into everyday Thai life. At a glitzy launch for “Digital Lives Decoded 2025: Building Trust in Thailand’s AI Future,” telecom heavyweight Telenor Asia confirmed what many had suspected—AI is no longer an optional gadget; it’s an invisible co-worker, tutor, and sometimes mischief-maker in millions of Thai pockets.
“AI is now an invisible part of our digital lives,” said Jon Omund Revhaug, Head of Telenor Asia, unveiling findings that should make both futurists and regulators lean forward in their chairs. The numbers are striking: 91% of Internet users in Thailand now rely on AI tools—up from 77% in 2024. The study surveyed 1,017 Thais and found that more than half interact with AI at least once a day, while 28% tap into its power several times daily. That’s not casual curiosity; that’s routine.
From Excel to Emojis: How Thais Are Using AI
AI in Thailand isn’t limited to sci‑fi experiments. People are using it to sharpen skills and get things done. The report highlights practical boosts to:
- Data analysis (62%)
- Creativity—think writing, design and concept ideation (52%)
- Communication—drafting messages, polishing language (35%)
Workplaces are catching the wave, too. Four in 10 Thais report using AI at work—nearly double the rate from last year. Popular business uses include content development (61%), analytics (54%), and customer service (53%). Yet, alarmingly, only three in 10 workers say their employers even have a formal AI strategy. Translation: AI is being used more widely than it’s being governed.
Generations at Odds—Adopters Who Aren’t Sure They Trust What They Love
Gen Z (born 1997–2012) leads adoption with a score of 8.5 out of 10. They turn to AI for everything from relationship advice to viral content creation, but they’re also the most sceptical cohort. A striking 56% of Gen Z respondents fear AI could harm society, and 61% would support a moratorium on development until guardrails are in place. Millennials tend to be sunnier about the tech, while Gen X and Boomers show cautious optimism—supporting responsible growth over reckless innovation.
Safety, Fairness and the Big Trade-offs
Safety remains the elephant—or rather, the invisible algorithm—in the room. A whopping 83% of Thais worry about online security. Paradoxically, 68% believe AI can improve safety if used wisely. When it comes to sensitive decisions like hiring, faith in AI plummets: only 49% think AI recruitment tools are fair. The study also found that 77% would be willing to share their data to get better services—but transparency and the option to opt out are essential.
On governance, Thais show a striking vote of confidence in themselves: 61% said they trusted individuals more than governments or tech firms to govern AI. Industry leaders at the launch urged a shared responsibility model instead.
“Telcos play a crucial role as trusted connectivity providers,” said Ieva Martinkenaite, Head of AI at Telenor Group. “They are actively collaborating with cloud providers to set standards for safe and secure AI services.”
“AI should act as a guardrail for human experience, not just a safety measure,” added Natwut Amornvivat, Board Director at True Corporation.
Why This Matters—Beyond the Headlines
Thailand’s rapid embrace of AI is exciting: it promises smarter services, new creativity, and more efficient businesses. Yet the report paints a picture of adoption outpacing governance. When tools that influence hiring, customer relations, and personal data are widely used without clear strategies, risks multiply—bias, unfair outcomes, and security gaps don’t stay invisible for long.
That’s where telcos and regulators come into view. As connectivity gatekeepers, telcos are in a unique spot to help set standards and deliver secure AI through trusted networks. Tech firms must design responsibly. Companies should develop clear AI strategies. And citizens, apparently, want a seat at the table—if not the head of it.
The Road Ahead: Fast, Curious, and Cautious
Thailand is charging ahead into the AI era with all the gusto of a street vendor at lunchtime. But the race isn’t just about speed; it’s about balance. The public’s appetite for smarter services comes with a demand for fairness, transparency, and oversight. Industry leaders appear ready to collaborate; the public is ready to share data—on one condition: show us the rules, and give us a choice.
In short: Thailand has welcomed AI into its daily rhythms. Now it must decide whether to treat AI as a helpful tool, a trusted partner, or a runaway scooter on Khao San Road. Either way, the conversation that kicked off in Bangkok on August 18 is only getting started.
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