thAI consumer
AI adoption 2026

From AI Awareness to
Consumer Trust and Adoption
— Are We Ready?

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January 2026

16%

I can use and apply AI very well

27%

I know and understand AI well and can explain it to others

46%

I understand what AI is and have a basic understanding of how it is used

74%

Improve my productivity

The Core Insight

If you ask Thai consumers today, “Do you know what AI is?” most will answer “yes.” But the story runs deeper. Survey data shows that over 80% of Thai consumers have already used AI in some form—whether through product recommendations, text-summarization features, or everyday translation tools. Yet when asked, “How many use it to its full potential?” the number drops sharply to just 13%

This reveals an important insight: AI is no longer distant or unfamiliar, but it is still not trusted enough for consumers to rely on it for their financial lives. Behind early adoption lies a layer of anxiety—especially around cybersecurity and the complexity of using AI-enabled tools. Therefore, the real question is not: “Will AI play a role in daily life and personal finance?” but rather: “How do we build enough confidence and ease of use for AI to become a natural part of everyday behavior?”

Dive into this five-month study as the starting point for a new discovery—that Thai businesses must navigate for themselves. It is a dialogue based not on what AI can do, but on what Thai consumers want AI to do for them.

The Scaling Gap

Familiar but Not Yet Understood: The Gap Between Awareness and Understanding. Although more Thais are becoming familiar with the term “AI,” fewer than one in five truly understand how it actually works.

This reflects what can be called the “Invisible Usage” phenomenon — Thai consumers use AI constantly, but often don’t realize it’s AI.

Barriers to AI Adoption

Concern AI could be misused (deepfakes/misinform) 66%

Concern AI will violate privacy 55%

The Alignment Divide

Skeptical Practitioner

34%

Open to using AI but remains wary of certain aspects.

Smart Minimalist

36%

Uses AI with intelligent moderation; uses it only as necessary, avoiding the hype to focus on where real benefits are seen.

Strategic
Rebalancing

What the Data Tells Us: Trust Opens the Door, Convenience Keeps People Engaged. The deep-dive analysis in this research reveals that adopting AI for financial activities is not a linear path, but rather a four-stage pyramid:

2026 Strategy

Build trust-first AI: Trust is the foundation

Fig 4.2: Infrastructure Investment Analysis

Survey Methodology

Sample Parameters

This SCBX report surveys 1,004 Thai consumers nationwide, covering individuals and users aged 20 to 60 who actively utilized banking services and personal financial products in August 2025. The qualitative and quantitative research was conducted by Ipsos, a global market research firm, and Vitamins, a leading Thai consulting and research agency. Data was aggregated from urban areas across the country, maintaining an equal ratio of male and female respondents. The sample was distributed across Bangkok and its vicinity, the Central, Northeastern, Northern, and Southern regions, in alignment with the 2025 population census. This methodology ensures an accurate understanding of the actual behaviors and attitudes of Thai people toward AI usage nationwide.