PwC Thailand warns that while artificial intelligence (AI) adoption is accelerating across Thai organisations, many still lack the governance frameworks needed to manage risks and ensure responsible use. Thai businesses are urged to fast-track the development of robust AI governance to build trust, enhance transparency, and prepare for the rise of autonomous AI agents.
Phansak Sethsathira, Risk Assurance Partner at PwC Thailand, noted that Thai organisations are showing a strong interest in adopting AI to boost operational efficiency. This trend aligns with insights from the Thailand Hopes and Fears Survey 2025, which revealed a significant increase in the number of Thai workers integrating AI into their daily activities—from 17% to 24% over the past year.
Despite this momentum, many businesses continue to underestimate critical risks and operate without comprehensive, organisation-wide frameworks for responsible AI deployment. Treating AI merely as an IT concern, overlooking data quality, and neglecting employee training and upskilling not only threaten long-term sustainability but also risk undermining stakeholder trust and confidence.
“When AI begins to make decisions and perform tasks that were once human-led, strong governance and a workforce that understands the technology become non-negotiable,” Phansak said.
“Establishing clear policies for AI usage—ensuring transparency, accountability, and compliance with industry standards—is vital for creating safe, reliable, and lasting value,” he said.
Industries such as banking, insurance, and retail are currently leading the way in adopting responsible AI, yet many Thai businesses still need to accelerate the development of governance frameworks and usage guidelines to keep pace with the shift towards AI-driven systems, Phansak said.
Insights from the 2025 Responsible AI Survey reveal that organisations with strong AI governance not only mitigate risks but also unlock tangible business benefits. In fact, 58% of survey respondents reported improved return on investment (ROI) and operational performance.
A further 55% saw enhancements in customer experience and innovation. Additionally, 51% credited responsible AI adoption with strengthening cybersecurity and data protection, underscoring the importance of building trust and long‑term value through responsible practices.
Preparing for the era of autonomous AI agents
Phansak highlighted the rapid emergence of AI agents capable of autonomous thinking, analysing, planning and acting—an evolution set to transform both business operations and society. As organisations move through this transition, he stressed the importance of strengthening risk awareness and reinforcing responsible AI policies, rigorous testing, robust data controls, and workforce development. These safeguards are critical to ensuring transparency, auditability, and alignment with organisational standards.
According to PwC’s report, 87% of business leaders worldwide anticipate that AI agents will reshape governance structures within the next year.
Thai organisations must prioritise the rapid development of strong AI governance frameworks and equip their workforce for ‘human‑in‑the‑loop’ roles, where oversight or informed decision-making remain essential, Phansak said.
To ensure safe and reliable AI use, organisations must also implement measures that manage emerging risks, uphold compliance with internal policies and legal standards, and enable continuous review and auditability of AI outcomes.
“We are at a pivotal moment in the evolution of AI agents, yet many organisations in Thailand are still not fully assessing the risks as these systems gain the ability to think, analyse and make decisions independently.
“The priority now is to establish clear governance and involve qualified specialists at critical stages, ensuring AI operates transparently, adheres to standards, and can be reviewed or adjusted whenever necessary,” Phansak said.
Accelerating safe AI adoption starts with strong governance
Although AI can enhance efficiency and support business growth, Phansak emphasised that rapid adoption must be accompanied by equally strong safeguards and governance mechanisms. He noted that Thai organisations should:
- Establish and regularly review a comprehensive AI governance framework before deploying AI in practice.
- Classify AI use cases by risk level, allowing pre-approved usage for low-risk activities.
- Strengthen workforce capabilities through targeted development programmes and upskilling initiatives supported by clearly defined roles and accountability frameworks.
“As technology evolves at unprecedented speed, [Thai] organisations must design robust policies to ensure AI drives capability growth—not workforce reduction. Investing in employee development and upskilling will empower staff to participate confidently and proactively in the AI-driven transformation,” he said.