Thais embrace AI, call for ethics, skills, and human oversight: Telenor Asia

Thais embrace AI, call for ethics, skills, and human oversight: Telenor Asia

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  • 91% of Thai internet users using AI in daily life, an increase from 77% in 2024
  • 4 in 10 use AI at work, double from the previous year
  • Gen Z leads adoption of AI but demands ethical safeguards
  • Thai internet users feel strong personal responsibility in AI upskilling and using AI responsibly

Bangkok, 18 August 2025 — Thai internet users are embracing artificial intelligence (AI) with enthusiasm and optimism but also caution, tempered by a call for ethical safeguards and personal responsibility. These are some of the key findings from the latest Telenor Asia Digital Lives Decoded 2025: Building Trust in Thailand’s AI Future report launched today.

Based on a survey of 1,000 Thai internet users, the fourth edition of the study explores how AI is reshaping lives in Thailand and underscores the importance of responsible, ethical, and safe AI adoption.

“As Telenor marks 25 years in Thailand this year, we remain committed to supporting the country’s digital ambitions. This report reflects a shared optimism about AI’s potential, but how we use it will shape its true impact. Telecom operators have a unique responsibility, and opportunity, to build the secure digital infrastructure that underpins trustworthy AI. Connectivity is the foundation, and trust must be built into every layer,” Jon Omund Revhaug, Head of Telenor Asia, says.

“We can harness AI as a force for national progress,” said Khun Natwut Amornvivat, Board Director for True Corporation, speaking at the Digital Lives Decoded Thailand 2025 report launch in Bangkok. “AI has the power to transform how Thailand works and lives. But, its true impact will depend on how ethically we use it. This is a shared responsibility and requires collaboration across the ecosystem. Responsible AI, guided by thoughtful regulation and human oversight, is the key to turning innovation into lasting value for Thai society.”

“In this report, Thai internet users signal that they expect transparent, inclusive and human-centric AI systems as a baseline, not a luxury. For companies, these findings highlight that responsible AI is no longer an optional brand value but a core competitive differentiator. Businesses must prioritise responsible data practices, invest in employee upskilling, and foster environments where ethical safeguards are integral to AI-powered innovation,” Dr Ieva Martinkenaite, SVP and Head of AI at Telenor Group, added.

  1. AI is now a daily companion for Thai users

91% of Thai internet users are aware that they use AI in some way, an increase from 77% in 2024. Over half of Thai internet users engage with AI tools at least once daily, with 28% using them multiple times a day. The number of internet users who use AI in their daily activities has also more than doubled, from 19% in 2024 to 40% in 2025.

Thai users are actively engaging with AI to enhance skills such as data analysis (62%), creativity (52%), and communication (35%). Importantly, there is a growing recognition of the need for new competencies such as prompt engineering (54%), and awareness of ethics and bias (25%). A majority believe that upskilling in AI skills is a personal responsibility, reflecting a shift toward self-reliance in navigating AI.

2. AI at work: An untapped opportunity for greater productivity

      The workplace is emerging as a key frontier for AI adoption in Thailand. Four in ten Thai internet users now use AI at work, a 93% increase from last year where only 21% reported they used AI at work.

      Among them, 61% use AI for content development, 54% for analytics, and 53% for customer service. Those who use AI at work are also significantly more optimistic about AI’s impact on job security and the national economy.

      Yet, the study also highlights untapped potential: only 3 in 10 of AI users at work reported that their company had an AI strategy or plan in place. This suggests a need for clearer organisational direction and support to fully harness the benefits of AI. Companies have a role to play and can support sustainable and responsible adoption of AI through clear planning and articulating these plans to employees.

      3. Generational differences apply: Gen Zs are AI’s Power Users and Ethical Guardians

      Millennials and Gen Z are leading adoption, using AI for everything from content creation to relationship advice. Gen Z leans more toward caution and regulation, while Millennials are more progressive and optimistic about AI’s societal role. Gen X and Baby Boomers tend to fall in between, showing moderate concern and support for responsible development.

      That said, Gen Z stands out as both the most enthusiastic users and the most vocal critics. While more than 8 in 10 use AI tools, they are also the most likely to say that some uses of AI could seriously harm society (56% think so) and are most likely to support pausing AI development until proper safeguards are in place (61%). Their concerns span fairness, empathy, and bias, highlighting a generation that demands more than just innovation.

      4. Confidence in online safety grows with AI, but skills must keep pace

      Online safety continues to be a prevalent issue in Thailand, with 83% of users expressing worry about the security of their online accounts and 78% finding it challenging to stay informed about threats.

      However, Thai internet users demonstrate an optimistic and confident stance toward AI and online security. More than two-thirds (68%) believe that AI has the potential to help them stay safe online. Those who believe so are also more likely to trust AI-generated content and more comfortable with the use of AI in areas where it offers clear benefits and efficiency, such as image generation, facial recognition for security and customer service.

      5. Thais want better services but not at the expense of control and transparency

      Finally, while Thai internet users generally express comfort with AI integration, they have strong expectations for its ethical use, particularly emphasising the need for human oversight in sensitive applications. Concerns about transparency and fairness persist, especially in sensitive areas like hiring and financial services. Only 49% believe it is fair for organisations to use AI in hiring processes, and nearly one in five consider it very unfair, underscoring the importance of maintaining human judgment in decisions that significantly impact lives.

      Despite increasing levels of AI adoption, Thai users also remain cautious. Over half express concern about over-reliance on AI, lack of regulation, and transparency. Only 13% feel very confident distinguishing between AI- and human-generated content. Still, 77% are willing to share personal data in exchange for better services, if there is transparency and options to opt out. Notably, 61% trust themselves most to govern AI use, instead of governments or tech companies. This is an interesting contrast to 2024’s study, where people looked to institutions like the government and service providers to ensure online safety.

      Jon Omund concludes, “As Thailand continues to embrace AI, the path forward must be guided by a commitment to responsible use. Equipping all users, especially younger generations and vulnerable groups, with the skills and knowledge to critically engage with AI is essential. Trust and security are the bedrock of any digital society, and our commitment remains clear: to support a digital future that is not only smarter, but also safer and more responsible for all.”