AI Sentiment Analysis:
Trust, Ethics, and Equitable Adoption in Thailand

To produce this report, we surveyed 2,047 people across ages, genders, socio-economic status, and education level in Thailand. Millennials (40%) and Gen Z (36%) dominate the respondent base—76% are under 44 years old. These digitally native groups are early AI adopters, making them the primary drivers of AI sentiment, trust, and experimentation in Thailand. 

Key Takeaways

• Transparency is critical: 92% want AI disclosure—most believe it strengthens trust, not weakens it.
• Trust-building is generational: Older adults demand regulation; younger ones seek tools and training.
• Workforce integration is essential: About 3 in 4 say it’s important for professionals to adopt AI tools.
• Education is empowerment: Thai people seek government support in upskilling (50%) and regulating ethical use (52%).
• Public trust equals opportunity: Disclosure isn’t a risk—it’s a strategic move that can elevate brand and government credibility.

AI Engagement and Use Cases: How do Thais apply AI in daily life?

The AI revolution is happening in Thailand at a fast pace, driven by an enthusiastic young generation that embraces innovation to improve everyday life. But the value of AI has gone far beyond mere convenience; AI tools are now considered thinking partners—empowering Thais to elevate their work, embedding it in how they ideate and execute tasks. Gen Z even sees AI as a coach, setting them up for greater productivity and sharpening their skills in an increasingly competitive environment.

Below is a snapshot of how AI is taking root in Thailand: who’s using it and what they think about its role in their daily lives.

Sentiment, Trust and Concerns: What do people in Thailand think and feel about AI?

As AI becomes increasingly woven into daily life, understanding how Thais think and feel about the technology is just as important as how they use it. This section explores the hopes, hesitations, and deeper concerns shaping public sentiment towards AI in Thailand—revealing a complex picture of optimism, caution, and trust across different demographics.

Thais show high hopes for AI’s societal impact, especially among the youth

Survey results reveal that many Thais hold an optimistic view of AI, with nearly half (48%) expressing optimism about its potential societal impact. Another 47% remain neutral, while 6% express some level of concern. These findings suggest that while there is broad openness to AI’s benefits, a notable portion of the population is still reserving judgment.

This points to an encouraging opportunity: with better awareness and education, public confidence in AI can grow even stronger.

Positivity is most pronounced among younger generations, with a significant share of Millennials (16.1%) and Gen Z (15.4%) describing themselves as “very optimistic” about AI. Urban and university-educated respondents are also more likely to show readiness for adoption and collaboration with AI. For young city-dwellers and degree-holders, AI may represent opportunity, innovation, and progress.

When it comes to specific applications of the technology, respondents are most comfortable seeing AI in education and teaching (37%), as well as customer service (31%) and healthcare (26%). In contrast, there is less enthusiasm for AI in government (17%) and transportation (18%).

As for using AI themselves, nearly half (47%) of respondents in Thailand see AI as a creative co-pilot, while about a third (29%) prefer its use in clearly defined support roles like editing or scheduling. This cautious optimism is mirrored in the workplace: 77% believe professionals should start using AI in their work, while only 6% oppose it outright. A sizeable minority (16%) remains unsure—underscoring a need for guidance and accessible education to ensure inclusive, responsible, and effective adoption.

Moreover, 67% of respondents express some level of confidence in AI-generated outputs to be used at work, studies, or personal projects: 15% are very confident, while 51% are somewhat confident. On the other hand, nearly a quarter (23%) remain neutral, and 11% signal hesitation or distrust.

AI unease persists among urban, tech-savvy Thais—pointing to deeper concerns beyond access or age

Despite overall optimism, discomfort with AI persists even among those most connected to the digital world. Roughly 1 in 10 respondents say they feel uncomfortable with AI use in any context.

What’s striking is that this unease isn’t driven solely by age or a lack of exposure. In fact, 46% of those who express discomfort across all use cases are Millennials, and two-thirds live in urban areas. These findings challenge common assumptions: discomfort isn’t just a “rural” or “older generation” issue. Rather, it’s a signal of deeper concerns among the digitally engaged.

This tension is reflected in a gap between belief and behavior. Though nearly half (46%) of those uncomfortable with AI use do not use the technology, more than one-third (37%) do—often through embedded functions in search engines, apps, and e-commerce platforms. Another 17% are unsure if they’ve interacted with AI at all. This ambiguity highlights how AI is becoming so integrated into everyday life that many use it without even realizing—and sometimes without full comfort.

This suggests that discomfort isn’t necessarily about the technology itself, but rather about how it’s implemented and disclosed. Concerns around trust, ethical use, and privacy are becoming increasingly central, even for those who regularly interact with AI.

“It’s interesting to see that while optimism about AI is strong, a notable share of the population still feels anxious about what it can do and how it might shape the future of Thailand This should be seen as an opportunity to build real trust and confidence, ensuring that AI development aligns with people’s expectations and addresses their concerns in a transparent and responsible way.”

– Wiwat Khamsawai, Vero Account Director

Older, urban, and educated Thais voice the strongest concerns about AI misuse

When asked about specific AI-related concerns, survey respondents highlight misuse or unethical use (40%), misinformation or fake content (38%), and privacy and data security issues (36%)—and for good reason.

In 2022, Thai police warned of deepfakes (a type of AI that creates convincing fake video recordings) being used by criminals to extort money from victims. Deepfakes and other forms of AI have been used in romance scams, blackmail threats, or impersonations of businesses and government officials, with the Asia-Pacific region seeing a 1,530% rise in deepfake cases between 2022 and 2023. Aside from causing significant financial loss, reputational damage, and emotional trauma, these scams also erode public trust in digital media.

Gen X and Baby Boomers are the most concerned about these risks, suggesting deeper fears about AI’s societal impact. At the same time, urban and high-income respondents are most vocal about privacy, ethical risks, and misinformation, suggesting that more frequent tech exposure can breed both awareness and anxiety.

Meanwhile, Gen Z participants are especially concerned about job displacement (24%) and copyright or intellectual property issues (34%).  These anxieties likely stem from their more recent entry into the workforce, as well as their proximity to AI’s disruptive potential in creative and tech-related industries. A previous Vero study also identified employment opportunities as a top concern for Thai youth, reinforcing how AI could feel like both a challenge and a competitor.

Interestingly, those in lower-income or less-educated groups were less likely to cite specific concerns. Many selected “I don’t know enough,” pointing to an AI literacy gap that may limit meaningful engagement with the topic—and exacerbate existing inequalities if left unaddressed.

“We often assume that discomfort in AI comes with a lack of exposure and understanding, but our findings show that even digitally native Thais are concerned about how AI is applied, disclosed, and governed because they lack clarity. This signals a need to ensure that trust, transparency, and ethics must be at the core of any effort towards equitable adoption. Without this, we risk leaving behind the people who are most ready to engage.”

– Krishkanok Nima, Vero Planning Manager

Ethical Views, Disclosure, and Responsibility: What do people expect?

Amidst concerns and apprehensions, there is indeed a growing recognition of AI’s positive impact on people’s lives and broader society, as highlighted in the previous section. The young generation’s optimism towards AI rests on its capability to make life smoother, smarter, and even more tailored to personal needs.

But when it comes to brands, organizations, and personalities that the public interacts with or gets services from, trust in their use of AI involves more layers.

In the AI era where reality and imagination merge, brand transparency earns trust

According to survey results, 92% support AI disclosure by companies, showing a clear demand for full transparency. Only about 1 in 3 prefer limited disclosure, mostly when there’s direct consumer interaction. This also closely aligns with consumer values: 63% say they openly talk about using AI at all times or to some degree, while only 18% intentionally avoid disclosing such information.

AI transparency directly correlates to consumer trust, with 86% of respondents expressing that they would trust a company the same or more if they openly communicate their AI use. Delving deeper into the impact of AI on consumer trust, our study found that Millennials and Gen Z show strong trust in companies disclosing AI use. Baby Boomers, on the other hand, remain more skeptical.

For companies and brands in Thailand exploring the use of AI tools to optimize service and meet consumer expectations, disclosure entails giving clear explanations of artificial intelligence tools used, how they are integrated into the operations, services, products, and marketing, as well as the potential risks associated with consumers’ interaction with the tools.

Several global studies echo the same call for AI disclosure. The Institute of Practitioners in Advertising revealed in a survey last year that almost three-quarters of UK consumers believe that brands should disclose the use of AI-generated content and that fully automated AI-driven marketing campaigns should be carefully regulated. Visual media company Getty Images also found that 90% of consumers want transparency on AI images, as people “don’t want to feel that they have been fooled or lied to.”

Beyond building trust, brands using AI-generated content to promote their products and services are seen as innovative and forward-thinking by 31% of respondents. Only 11% say they feel the brand is less creative, while 7% feel the brand is less authentic or trustworthy. It’s worth noting, however, that 24% say AI content doesn’t affect their brand perception, which could be because consumers would rather focus on the product or service itself, rather than the technology behind it.

“The data is clear: a majority of consumers expect transparency in the use of AI. While such openness may evoke discomfort in certain contexts, it remains a fundamental requirement for sustaining trust in an AI-first world. Building this trust demands very clear communication about how AI systems work and how they are integrated into a company’s operations, especially when they directly impact consumers. AI transparency is critical in protecting people’s interest.”

– Pongsiri Poorintanachote, Vero Advocacy Managing Partner

Interestingly, the use of AI makes influencers more relatable

With brand marketing increasingly tied to influencers and AI transforming an industry rooted in authenticity and real-life connection, it’s crucial to understand how the public views AI in the influencer landscape. As a company that believes in the power of influencers, Vero recognizes the importance of tracking sentiment and expectations around this shift.

Survey results reveal that, similar to brands using AI, influencers and content creators who deploy AI in their work are not frowned upon. In fact, Thai audiences find social media influencers who use AI more relatable (35%), likely because audiences see them as adapters, as people who—like most of us—leverage modern technology to make life better and easier. Audiences also place great value on AI’s capabilities to improve the content quality of influencers’ work, and a third of the respondents expect transparency when it’s used.

The Thai public, however, does not encourage over-reliance on generative AI tools for creative work. Nearly half say AI should be used to support creative ideas, while 29% view AI as an assistant for minor tasks, such as captioning and scheduling posts. This clearly indicates that audiences welcome the use of AI for enhancement and amplification, but they still expect core ideas and creative storytelling to come from real people.

For influencers, embracing technology hinges on their ability to craft content without compromising the very thing that gives them their edge: authenticity. AI tools, when used effectively and responsibly, help translate real human stories and personal experiences into content that resonates and connects communities.

“As social-first storytellers, influencers should see the rise of artificial intelligence as an opportunity to elevate their creativity and gain deeper insights into what resonates with their audiences. Influencers who use AI tools efficiently will be well-positioned to create content that is emotive, resonant, and human-centered content. Alongside authenticity, the ability to adapt and evolve with these innovations will be a critical factor in sustaining real, impactful influence.”

– Umaporn Whittaker-Thompson, Vero Chief Commercial Officer and Head of Influence

AI’s Role in Society and Government Action: Where do we go from here?

Alongside expectations around transparency and ethical use from companies and influencers, Thai respondents also look to broader institutions—especially the government—for leadership in shaping AI’s societal role. From education to regulation, Thai respondents call for individual empowerment, collective safeguards, and inclusive policy to ensure that the technology develops in ways that serve the public good.

Responsible AI use starts with education—and Thais are willing to learn

As AI technology evolves, we expect to see more differing opinions about the extent of its influence. But Thais know that the only way to practice ethical and responsible use of AI is through education.

An overwhelming 90% of respondents are looking for resources that will help them understand AI—it’s nature, complex data, potential biases, and limitations. Most of them want practical, structured learning that allows them to learn at their own pace and focus on personal intentions. Workshops (both online and offline) are preferred by 40% of respondents and are consistently popular across age groups.

Unsurprisingly, younger generations also go for influencer-led tutorials and digital-first formats, gravitating toward more visual styles that make the learning experience more entertaining. In contrast, Baby Boomers and the Silent Generation show a clear preference for written toolkits or guided formats with very little reliance on peer learning or 1-on-1 training. While ranking slightly lower, friends and colleagues who use AI are also considered a valuable resource by all generations.

Public calls for government safeguards to ensure responsible implementation 

This strong appetite for education goes hand-in-hand with a growing call for responsible government oversight. Thais don’t just want tools for understanding AI—they also want rules that ensure it is used ethically, transparently, and safely. Ethical use (52%) and education (50%) top public expectations for how AI should be governed.

The Thai government has begun to address these calls. The government’s national AI strategy includes a goal to enforce an AI Law & Regulation, encourage AI innovation in both public and private organizations, and educate Thai citizens about AI use and ethics. The national AI committee also aims for AI literacy for 10 million citizens within the next two years—en route to producing 50,000 AI developers and 90,000 AI professionals in the country. Thailand’s plans to roll out reskilling programs and target AI integration in emerging sectors will not only lower skill barriers but also foster a modern workforce that’s ready to drive the next wave of technological advancements.

As AI continues to advance in leaps and bounds, proactive policy—not just reactive measures—will be key to building a future where technology aligns with public values, human dignity, and social equity in a way that sustains the Thai public’s enthusiasm about AI while addressing critical concerns.  An AI-empowered society will push the boundaries of productivity, creativity, and innovation, and will unlock social and economic developments that benefit people across sectors and generations.

If your brand is navigating the evolving AI landscape and looking to build trust through responsible, relatable engagement, talk with our experts. 

This study was made possible through the collaboration between the Public Relations and Communications Association (PRCA) Asia Pacific and global market research firm YouGov. As a member of PRCA, communications consultancy Vero contributed to the development of this white paper. The findings were unveiled at the PRCA Thailand Conference 2025 in August, offering timely insights into the evolving relationship between technology and trust in Thailand.