TLDR: A new study presented at the inaugural PRCA Thailand Conference 2025 reveals that 92% of Thais demand transparency from brands regarding AI use. Despite significant national investment in AI, public trust hinges on clear disclosure and ethical guidelines, with concerns primarily focused on misuse, misinformation, and privacy.
BANGKOK, THAILAND – As Thailand rapidly accelerates its investment in artificial intelligence (AI), new research indicates that public trust and acceptance are fundamentally tied to transparency. A study by PRCA APAC and YouGov, titled ‘The Impact of AI on Thai Society,’ presented at the inaugural PRCA Thailand Conference 2025, highlights that a staggering nine out of ten Thais expect brands and institutions to disclose their use of AI.
The conference, held on August 6, 2025, at SCBx NEXT Tech, Siam Paragon, brought together key professionals from Thailand’s public relations, business, and technology sectors. The findings underscore a complex national landscape where, despite Thailand’s emergence as a regional AI leader with a substantial USD 15.4 billion investment in infrastructure and a national plan to cultivate 90,000 AI professionals, the public remains acutely aware of the risks associated with rapid AI integration.
Key insights from the research reveal that transparency is a critical trust-builder, with 92% of Thais advocating for brands to be open about their AI applications. This transparency significantly boosts trust, particularly among younger demographics, with trust spiking by 37% among Gen Z and 31% among young families when AI use is clearly communicated.
However, public concerns are notable. Misuse of AI tops the list of worries for 40% of respondents, followed closely by fears of misinformation, deepfakes, privacy breaches, and ethical dilemmas. These anxieties are particularly pronounced among Gen X and rural populations.
Regarding AI’s role in society, 55% of Thais believe AI enhances efficiency. The prevailing sentiment is that AI should augment human capabilities and creativity rather than replace them. There is also a strong demand for practical AI education, both online and offline, alongside calls for more robust government regulation concerning AI ethics and skills training.
Dr. Karine Lohitnavy, Chair of PRCA Thailand and Founder of Midas PR, emphasized the evolving landscape: ‘Trust and transparency aren’t just public expectations, they’re now brand imperatives in the AI era.’ She added, ‘As communicators, we have a vital role to play in bridging the gap between innovation and understanding. That means helping the public make sense of AI’s impact while holding brands accountable to ethical, human-first storytelling.’ Narongyod Mahittivanicha, Founder of TWF Agency and Vice President of the Artificial Intelligence Association of Thailand, echoed the sentiment, advocating for AI to be treated as a trusted assistant that enhances work efficiency and impact.
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The conference, supported by Media OutReach Newswire and other sponsors, marked a significant step in addressing the societal implications of AI in Thailand, urging a balanced approach that prioritizes public trust and ethical development.
