Recent survey data from SCB EIC reveals that 72% of Thai consumers have utilized Generative AI (Gen AI), marking a shift in how the population approaches work, education, and daily decision-making. This adoption aligns with a digital economy expanding by nearly 20% annually, as consumers increasingly integrate advanced technology into their routines, from managing finances to navigating digital commerce.
Digital Adoption Across Generations
Technological integration in Thailand is no longer limited to younger demographics. According to SCB EIC, while smartphone usage remains ubiquitous, other devices such as smart home systems and electric vehicles (EVs) are seeing rising adoption. The Thai electronics and appliance market, valued at approximately 386,000 million baht in 2025, is projected to grow by 4.5% annually through 2030.
Usage patterns reveal distinct generational divides:
- Gen Z: Shows a higher preference for tablets and short-form video content, heavily utilizing platforms like Instagram, LINE, and TikTok.
- Gen Y and Gen X: Exhibit higher engagement with computers, smartwatches, and smart home ecosystems.
- Baby Boomers: Prioritize security and long-form video content that mirrors traditional television viewing habits, though they remain active users of digital tools.
Did you know? Despite the rapid adoption of new devices, SCB EIC reports that Baby Boomers are just as willing to learn new technologies as younger generations, provided the tools offer clear benefits in convenience, value, and safety.
The Role of Gen AI in Daily Life
While 72% of surveyed Thai consumers have experimented with Gen AI, consistent usage remains more selective. Approximately 30% of users interact with these tools regularly, with Gen Z and Gen Y leading the adoption rates. Paid subscriptions for these services are currently limited to about 30% of users, with most spending between 500 and 1,000 baht per month.
Trust in AI-generated information varies significantly by context. Data from SCB EIC indicates that 44% of consumers fully trust information provided by Gen AI, while 43% express partial trust. Users are most comfortable using AI for travel planning, work-related tasks, and health or fitness advice. Conversely, consumers remain skeptical regarding AI for financial decisions, shopping, and forecasting, preferring human expertise in these sectors.
Workplace Efficiency and Career Security
A significant portion of the workforce—over 60%—reports that Gen AI has improved their productivity by facilitating brainstorming and reducing time spent on routine tasks. However, the rise of AI has introduced professional uncertainty. According to the SCB EIC survey, 24% of respondents feel their job security is at risk, a sentiment most prevalent among Gen Z entering the labor market.
The impact is industry-specific. Professionals in marketing, technology, and finance report the highest gains in efficiency but also express the highest anxiety regarding long-term job stability. In contrast, those in engineering and scientific fields remain more confident in the necessity of specialized human expertise, even as they integrate AI into their workflows.
Strategic Priorities for Businesses
To remain competitive, SCB EIC suggests that businesses must pivot their operational strategies to match the AI-driven landscape. Key recommendations include:
- Tailored Communication: Marketing efforts should be customized to the specific platform and content preferences of different generational cohorts.
- Data Optimization: Companies must ensure their online product and service information is accurate and comprehensive to support the rise of Agentic E-commerce, where AI agents make purchasing decisions on behalf of consumers.
- AI Governance: Implementing robust AI governance frameworks is essential to manage risks, such as data privacy concerns and the proliferation of synthetic content.
Pro Tip: Businesses should prioritize updating their digital footprint now. As AI agents begin to “shop” for users, the quality and structure of your product data will determine whether you appear in an AI-curated search result.
Frequently Asked Questions
How many Thais currently use Generative AI?
According to SCB EIC, 72% of surveyed Thai consumers have used Gen AI, with about 30% utilizing these tools on a regular basis.
Which industries are most affected by AI adoption?
The marketing, technology, and finance sectors report the highest efficiency gains from AI but also express the most concern regarding the future of job security.
Do consumers trust AI with financial information?
No. The survey indicates that consumers have low trust in AI for financial matters, shopping, and astrology, preferring to rely on human professionals for these areas.
What is Agentic E-commerce?
This refers to the emerging shift where AI systems act as agents to search, compare, and purchase products on behalf of consumers, making accurate online data critical for businesses.
How is your organization integrating Generative AI into its daily workflow? Share your experiences in the comments below or subscribe to our newsletter for more updates on the evolving digital economy.