Thailand’s AI Optimism: High Expectations Meet Growing Concerns

Abstract

Thailand leads global markets in AI optimism, with 72% of Thais reporting that AI has already transformed their daily lives, and 78% expecting even greater change in the next three to five years.

Key Details:

• Current Impact: Nearly three-quarters of Thais say AI-powered products and services have profoundly changed their lives over the past 3-5 years, significantly above the 32-country global average of 54%.
• Benefits Over Risks: 74% of Thai consumers believe AI offers more benefits than drawbacks, compared to 55% globally. Seven in ten (69%) agree potential societal benefits outweigh environmental costs, well above the 49% global average.
• Productivity Gains: 80% of employed Thais report AI tools have saved them time at work in the past year (vs. 62% globally), though 65% expect their jobs to change significantly within five years.
• Job Displacement Concerns: 64% of Thai workers worry AI could replace their current job within five years, placing Thailand among countries with the highest job displacement anxiety.
• Mixed Emotions: 77% feel excited about AI, but 61% simultaneously feel nervous—reflecting a global pattern of “wonder and worry” coexisting.
• Trust Gaps: Only 47% trust companies using AI to protect personal data, and 57% trust AI not to discriminate, indicating confidence in AI’s potential doesn’t automatically translate to trust in implementation.
• Transparency Demand: 85% of Thais believe companies should disclose when AI is used in products and services, higher than the 80% global average.

Thailand’s strong AI enthusiasm presents significant opportunities for businesses, but success requires balancing innovation with transparency, responsibility, and human-centered approaches to address legitimate concerns about privacy, bias, and workforce disruption.

Essentially, Thais see AI as a proven driver of progress that is already improving their lives, which fosters a stronger belief in its future potential despite simultaneous concerns about job displacement and data privacy. According to the Ipsos AI Monitor 2026 report, 64% of Thai workers believe AI could replace their current job within the next five years. This places Thailand among the countries where concerns about job displacement are most pronounced.

Key factors driving this optimism include:

• Proven Productivity: 80% of employed Thais report that AI tools have saved them time at work in the past year, significantly higher than the global average of 62%. This immediate efficiency gain reinforces the belief that AI is a force for positive change.
• Perceived Benefits Outweigh Risks: 74% of Thais believe AI products offer more benefits than drawbacks, compared to 55% globally. They are also more likely to agree that AI’s societal benefits outweigh its environmental costs (69% vs. 49% globally).
• Deep Integration: AI is already deeply embedded in everyday Thai experiences, from banking and shopping to customer service and content recommendations. Nearly three-quarters (72%) say AI has profoundly changed their daily lives in the last 3–5 years, compared to 54% globally.
• Regional Trend: This optimism aligns with a broader trend across the Asia-Pacific region, where countries tend to be more positive about AI’s potential compared to many nations in Europe and North America.

Thais are more optimistic about AI than the global average primarily because they have already experienced its tangible benefits in their daily lives and workplace, leading them to view it as a practical tool for improvement rather than a distant or abstract technology.

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