{"id":160488,"date":"2025-08-19T13:47:41","date_gmt":"2025-08-19T06:47:41","guid":{"rendered":"http:\/\/www.thestorythailand.com\/?p=160488"},"modified":"2025-08-20T13:53:32","modified_gmt":"2025-08-20T06:53:32","slug":"thai-ai-adoption-soars-but-ethical-concerns-mount","status":"publish","type":"post","link":"https:\/\/www.thestorythailand.com\/en\/thai-ai-adoption-soars-but-ethical-concerns-mount\/","title":{"rendered":"Thai AI adoption soars, but ethical concerns mount"},"content":{"rendered":"\n

Thailand is experiencing a surge in the adoption of artificial intelligence, with nine out of ten internet users now engaging with the technology daily. However, this widespread embrace is coupled with significant caution and a robust demand for ethical governance and human oversight, according to a major new study from Telenor Asia.<\/p>\n\n\n\n

The “Digital Lives Decoded 2025” report, based on a survey of 1,000 Thai users, paints a picture of a nation optimistic about AI’s potential but unwilling to sacrifice safety and fairness for innovation. The study reveals a striking paradox, particularly among younger users, who are simultaneously the technology’s biggest proponents and its most discerning critics.<\/p>\n\n\n\n

While overall adoption has climbed to 91% from 77% last year, Gen Z stands out. More than 80% of this demographic uses AI tools, yet they are also the most likely to fear its potential to harm society (56%) and to support a pause in development until stronger safeguards are implemented (61%).<\/p>\n\n\n\n

\u201cThis report reflects a shared optimism about AI\u2019s potential, but how we use it will shape its true impact,\u201d said Jon Omund Revhaug<\/strong>, Head of Telenor Asia. \u201cConnectivity is the foundation, and trust must be built into every layer of the digital ecosystem.\u201d<\/p>\n\n\n\n

The demand for control is a sentiment shared across generations. The report found that 61% of Thais trust themselves most to govern the use of AI, a notable shift from previous years where citizens looked primarily to government and institutions for guidance. This call for personal empowerment is especially pronounced in high-stakes areas like employment, with nearly 20% of respondents viewing the use of AI in hiring decisions as “very unfair” without human intervention.<\/p>\n\n\n\n

Workplace Adoption Surges Ahead of Corporate Strategy<\/h4>\n\n\n\n

The professional sphere has seen the most dramatic growth, with the number of Thais using AI at work doubling in the past year to 40%. Employees are leveraging AI for tasks ranging from content creation and data analysis to customer service, and those who do are markedly more confident about their job security.<\/p>\n\n\n\n

Despite this grassroots adoption, the report highlights a strategic lag within businesses, as only three in ten users report that their company has an official AI plan in place.<\/p>\n\n\n\n

\u201cFor companies, these findings highlight that responsible AI is no longer an optional brand value but a core competitive differentiator,\u201d said Dr. Ieva Martinkenaite<\/strong>, SVP and Head of AI at Telenor Group. She stressed that businesses must prioritize ethical data practices and invest in upskilling their workforce to stay competitive.<\/p>\n\n\n\n

Echoing this sentiment at the report\u2019s launch in Bangkok, Natwut Amornvivat, a Board Director for True Corporation, stated, \u201cResponsible AI, guided by thoughtful regulation and human oversight, is the key to turning innovation into lasting value for Thai society. This is a shared responsibility.\u201d<\/p>\n\n\n\n

As Thais navigate this new landscape, they are actively seeking to improve their own skills, with a majority recognizing prompt engineering (54%) and an awareness of AI ethics (25%) as essential new competencies.<\/p>\n\n\n\n

\u201cAs Thailand continues to embrace AI, the path forward must be guided by a commitment to responsible use,\u201d concluded Revhaug. \u201cEquipping all users with the skills and knowledge to critically engage with AI is essential. Our commitment remains clear: to support a digital future that is not only smarter but also safer and more responsible for all.\u201d<\/p>\n\n\n\n

Banpu reports H1 loss as forex masks operational growth<\/a><\/p>\n\n\n\n

AI: A survival tool, not a choice, for Thai industries<\/a><\/p>\n","protected":false},"excerpt":{"rendered":"

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