Survey finds Thais keen on AI use

Business General Survey finds Thais keen on AI use Trust remains a sticking point PUBLISHED : 10 Nov 2026 at 08:02 NEWSPAPER SECTION: Business WRITER: Suchit Leesa-nguansuk Listen Small Medium Large Share Facebook Reddit Copy Link Thai consumers are significantly more optimistic about artificial intelligence (AI) than their global peers, with 74% seeing more benefits than drawbacks, compared with 55% worldwide. Meanwhile, 80% of employed Thais say AI tools have helped them save time at work, according to France-based research firm Ipsos. However, growing enthusiasm for AI is accompanied by concerns over privacy, transparency and excessive automation, creating challenges for businesses seeking to capitalise on the technology. Thai consumers are increasingly seeking greater control over their time, health and wellbeing, technology and purchasing decisions amid uncertainty, according to the Ipsos Global Trends 2026: The Search for Silver Linings – Thailand Edition report. The research was conducted online between May 22 and June 5 across 38 markets, involving 29,542 respondents worldwide, including 500 Thais aged 20–74. "We found that 77% of Thais are excited about AI, although 61% also feel nervous about the technology," said Pimtai Suwannasuk, senior client manager at Ipsos Ltd. Despite strong enthusiasm, only 35% consider AI chatbots trustworthy, while 47% trust companies using AI to protect their personal information. Moreover, 85% believe businesses should be required to disclose when AI is used in products and services, while 79% feel customer service is becoming too automated and impersonal. Digital dependence is also spreading across generations, with 81% of Thais saying they cannot imagine life without the internet, up seven percentage points over two years. The figure reaches 85% among both Baby Boomers and Gen Z, compared with 78% among Gen X and 80% among millennials. Beyond technology, 89% of Thai respondents also express greater concern about health and wellbeing than the global average of 81%. Meanwhile, 85% want greater control over healthcare decisions, compared with the global average of 78%, while mental health and stress rank as the country's leading health concerns. An overwhelming 96% believe they need to do more to look after their physical health, an increase of four percentage points year-on-year. More than half of respondents, or 52%, expect to live to 100, while 73% consider physical and mental health equally important. The broader findings reveal growing anxiety about economic and social uncertainty, with 85% of Thais believing the world is changing too quickly, up six percentage points over two years. Despite these concerns, 75% believe enjoying life today is important, while 83% wish they could slow down the pace of their lives, up from 78% in 2025. Changing attitudes are also reshaping purchasing behaviour. Some 71% prefer brands that reflect their personal values, down eight percentage points over two years, while 61% are willing to pay extra for appealing brand images, down nine percentage points. Trust in institutions is another concern, with 84% worried that government and public services will provide insufficient support in the future. Meanwhile, 87% believe businesses have a responsibility to contribute to society beyond generating profits. The survey found that 72% remain optimistic about their own and their families' future, compared with 48% who are optimistic about Thailand and 41% about the world. KEYWORDS Artificial intelligence in thailand Ipsos global trends 2026 Thai consumer behavior Digital transformation thailand Ai privacy concerns Healthcare trends thailand Consumer trust in technology COMMENT (3)