Telenor Asia reveals Digital Lives Decoded Thailand Study

Telenor Group, one of our premium members, a leading telecommunications provider in the Nordics and Asia, recently released annual flagship study Digital Lives Decoded: Building Trust in Thailand’s AI Future. The study revealed that 91% of Thai internet users interact with AI daily, signaling high optimism for innovation while simultaneously calling for ethical safeguards and formal workplace strategies to ensure responsible use.

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 Telenor Asia’s annual flagship study Digital Lives Decoded: Building Trust in Thailand’s AI Future.

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. The report reveals a picture of a society eager to embrace innovation but equally clear about the need for responsibility, transparency, and human oversight.

AI has become a daily companion for internet users in Thailand, with 91% of Thai internet users recognising that they interact with AI daily, up from 77% in 2024. Adoption is also expanding in the workplace, where four in ten use AI for tasks involving analytics, content development and customer service. Yet only a minority say their organisations have formal AI strategies, highlighting an untapped opportunity. To fully harness the benefits of AI in the workplace, companies have a role to play in supporting sustainable and responsible adoption of AI through clear planning and policies.

“This report reflects a shared optimism about AI’s potential, but how we use it will shape its true impact. 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. 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, said.

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