Oliver Kittipong Veeratecha, Head of Brand and Communications Executive at True Corporation, said 75% of Thai people have started using generative AI while the AI maturity of Thai organisations sits at only around 10%. He presented the figures at the Human Insights in the AI Era event, reported by Marketing Oops on 8 August 2026, alongside a claim that 73% of marketers already say they use AI in their work.
The 75% figure, broken down by generation
Oliver Kittipong Veeratecha put generative AI use among Thai consumers at 75% overall, with the split by generation running Gen X at 50%, Gen Y at 80% and Gen Z at 85%. He also noted that Thais apply AI inside local cultural habits, giving fortune telling as the example. Every number here comes from a telecoms executive speaking at an industry event and reported by Marketing Oops on 8 August 2026, not from independent research, and the report does not give a sample size or methodology. Read them as a practitioner's picture of the market rather than a survey result.
Consumer adoption at 75%, organisational maturity at 10%
The gap Oliver Kittipong Veeratecha drew out on 8 August 2026 is the part worth acting on: consumers are already using these tools daily, marketers say they are too, and the organisations behind them have barely started. Here are the headline figures as he presented them.
| What was measured | Figure as presented |
|---|---|
| Thai people who have started using generative AI | 75% |
| Generative AI use by generation (Gen X / Gen Y / Gen Z) | 50% / 80% / 85% |
| Marketers who report already using AI | 73% |
| AI maturity of Thai organisations | about 10% |
| Thai ecommerce market growth | 19% |
A 73% marketer-adoption figure against roughly 10% organisational maturity says the tools got into people's hands faster than they got into anyone's process. Individual use is not capability. One person drafting copy in a chatbot does not change how a company collects data, briefs work or measures results.
The infrastructure numbers behind the behaviour
Oliver Kittipong Veeratecha cited mobile reach at close to 100% of the population with mobile penetration at 140%, fibre internet penetration at roughly 35%, fintech adoption at 50% and digital payment value of USD 18.6 billion in 2025. Mobile penetration above 100% reflects people holding more than one SIM, which is ordinary in Thailand. The fibre figure is the one that stands out against the rest: fixed connectivity is far behind mobile, so anything built for Thai users is a mobile experience first by default.
Search is moving toward agentic and platform discovery
Oliver Kittipong Veeratecha argued on 8 August 2026 that search behaviour is shifting toward what he called Agentic Search, and toward platform-based discovery on YouTube and TikTok alongside traditional search engines. He also said Thai consumers now buy story, relationship and experience rather than the product alone.
For anyone responsible for visibility, that splits the work in two. Discovery that used to end on a results page now ends inside an AI answer or a video feed, which means the question is whether your content is quotable by a model, not only whether it ranks. That is the practical case for generative engine optimisation work, and it lands differently in a market where three quarters of consumers are reportedly already using these tools.
What this means for Thai marketers
Thai-sourced data on AI behaviour is rare, which is why this set is worth using even with its limits. The figures are one executive's presentation, not a published study, so treat them as direction rather than benchmark. The direction is clear enough: consumer adoption in Thailand is high and skewed young, organisational readiness is not, and the distance between those two numbers is where the opportunity sits for whoever closes it first.
The concrete move is unglamorous. Make your content answerable. If a Thai buyer asks an AI assistant about your category, the answer gets assembled from pages that state facts plainly, carry clear structure and are actually crawlable. That is the same discipline as AI-focused SEO, built on top of Thai-language search foundations that most brands still have not finished. The 10% maturity figure suggests the field is not crowded.
FAQ: Thailand's generative AI figures
Where does the 75% figure come from?
It comes from Oliver Kittipong Veeratecha of True Corporation, presented at the Human Insights in the AI Era event and reported by Marketing Oops on 8 August 2026. It is a figure presented by a company executive at an industry event, not an independently published study.
Is there a sample size or methodology behind these numbers?
The source does not state one. Marketing Oops reports the figures as presented and gives no sample size, survey period or method, so the numbers should be read as indicative rather than precise.
Which generation uses generative AI most in Thailand?
Gen Z at 85%, according to the figures presented on 8 August 2026, followed by Gen Y at 80% and Gen X at 50%. The overall figure across Thai people was given as 75%.
If 73% of marketers use AI, why is organisational maturity only 10%?
Individual use and organisational capability are different things, and the source presents them as two separate measures without explaining the gap. A marketer using a chatbot personally does not mean their company has data, process or governance built around AI.
Does this mean traditional SEO no longer matters in Thailand?
No. The presentation described discovery spreading across AI answers, YouTube and TikTok alongside traditional search engines, not replacing them. The clean, crawlable content that ranks is also the content AI systems quote.
The short version
Three quarters of Thai consumers reportedly use generative AI, and roughly one in ten Thai organisations is ready for it. That gap is the whole story, and it closes for the brands that start now rather than the ones that wait for a cleaner data set. The full write-up is at Marketing Oops.
If you want to know whether your site is currently answerable by an AI assistant in Thai, the Relevant Audience team can test that with you rather than guess at it.
