Thai AI survey: 74% see more benefits than drawbacks

A new Thai AI survey from research firm Ipsos shows that 74% of Thais believe artificial intelligence brings more benefits than drawbacks, far above the global figure of 55%. At the same time, many respondents worry about privacy, trust and too much automation, the Bangkok Post reported on Tuesday.

The findings come from the Ipsos Global Trends 2026 report, Thailand edition, titled The Search for Silver Linings. Researchers polled 29,542 people online in 38 markets between 22 May and 5 June, including 500 Thais aged 20 to 74.

Thai AI survey: excitement runs high

Thais stand out as some of the most upbeat AI users in the study. Among the key numbers:

• 77% say they are excited about AI.
• 80% of employed Thais say AI tools save them time at work.
• 74% see more benefits than drawbacks, against 55% worldwide.
• 81% cannot imagine life without the internet, up seven points in two years.

Reliance on being online cuts across age groups. The share who cannot imagine life without the internet reaches 85% among both Baby Boomers and Gen Z, compared with 78% for Gen X and 80% for millennials.

Trust remains the weak spot

Enthusiasm does not mean blind faith. Pimtai Suwannasuk, senior client manager at Ipsos, said 61% of Thais also feel nervous about the technology. Only 35% consider AI chatbots trustworthy, and just 47% trust companies that use AI to protect their personal data.

Consumers also want clear rules. Some 85% think businesses should have to disclose when AI is used in products and services, while 79% feel customer service is becoming too automated and impersonal.

Those concerns are not abstract. Thai authorities have already warned about criminals using cloned voices, as covered in our report on how Thailand sounds the alarm on AI-powered voice fraud. Global platforms are also adding AI checks of their own, such as Instagram's move to expand AI age detection to teens worldwide.

Health and the pace of life

The Thai AI survey also looked well beyond technology. It found that 89% of Thai respondents are more concerned about health and wellbeing than the global average of 81%, and 85% want more control over healthcare decisions. Mental health and stress were ranked as the country's top health concerns, and 96% said they need to do more for their physical health.

Many people feel life is moving too fast. Ipsos found that 85% believe the world is changing too quickly, while 83% wish they could slow down, up from 78% in 2025. Even so, 75% say enjoying life today is important, and 52% expect to live to 100.

What it means for businesses

For companies, the message is mixed. Thais are willing to use AI, but they want honesty about where it is used and real people when things go wrong. Brand loyalty is also shifting: 71% prefer brands that reflect their values, down eight points over two years, and 61% would pay extra for an appealing brand image, down nine points.

Trust in institutions is another gap. Ipsos said 84% worry that government and public services will not provide enough support in future, and 87% believe businesses should contribute to society beyond profit. While 72% feel optimistic about their own family's future, only 48% feel the same about Thailand and 41% about the world.

The results arrive as Thailand tries to attract more AI investment, with Prime Minister Anutin backing US tech investment in Thai data centres. Firms building AI services for Thai users will need to win on trust as well as convenience.

Full details were published by the Bangkok Post.

Image: People using smartphones at a railway station, an illustration for the Thai AI survey. Photo by Rawpixel.com via Wikimedia Commons, CC0 public domain.