Presented
at
the
inaugural
PRCA
Thailand
Conference
2025,
the
study,
titled
“The
Impact
of
AI
on
Thai
Society”,
reveals
a
complex
national
picture.
While
Thailand
is
emerging
as
a
regional
leader
in
AI,
with
a
USD
15.4
billion
investment
in
infrastructure
and
a
national
plan
to
produce
90,000
AI
professionals,
the
public
remains
sharply
aware
of
the
risks
that
come
with
rapid
adoption.
Key highlights from the research include:
- Transparency builds trust: 92% of Thais want brands to disclose AI use. Trust spikes among Gen Z (37%) and young families (31%) when AI use is transparent.
- Misuse tops concerns: 40% cite AI misuse as their biggest worry, followed by misinformation, deepfakes, privacy, and ethics. Gen X and rural groups are most cautious.
- AI supports, not replaces: 55% say AI boosts efficiency, but most agree it should enhance—not replace—human creativity.
- Demand for guidance: Many want practical AI education online and offline, with calls for stronger government regulation on ethics and skills training.
Speaker Narongyod Mahittivanicha, Founder of TWF Agency and Vice President of the Artificial Intelligence Association of Thailand, reinforced the irreplaceable role of human creativity in public relations. Referencing a recent viral Coldplay-related campaign known as the “Astronomer CEO” crisis response, he noted that the level of creativity, emotional intelligence, and nuance involved is something AI cannot yet replicate.
In a fireside chat titled “Viva La Press Release! Old Format, New Tech,” Jennifer Kok, Founder and CEO of Media OutReach Newswire, said: “In today’s digital publishing and AI era, press releases play a vital role in driving brand trust through verbatim, guaranteed posting on authoritative news websites. These features give PR professionals the ability to control the narrative of key corporate messages, building brand equity with targeted journalists and media across their chosen markets. The advancements in AI will further empower the public relations industry.”
Panel discussions included leaders from Microsoft Thailand, SCBx, Predictive, and Xponential Co., exploring AI’s real-world applications in PR, brand reputation, and public perception. Moderated by Edelman Thailand’s Vorasit Turongsomboon and digital creator Tossapol Leongsuppon, the panels addressed ethical governance, influencer transparency, and the public’s call for structured AI education and stronger regulation.
Jaruwan Vorarakthananun, Communications Lead at Microsoft Thailand, said: “AI isn’t here to replace communications professionals—it’s here to empower us. Generative AI is still evolving, learning every day. It’s up to us to guide its growth and ensure it truly works for us. Don’t hesitate to adopt AI into your daily work. Treat it as a trusted assistant that helps us work smarter, faster, and with greater impact.”
The
inaugural
PRCA
Thailand
Conference
took
place
on
6
August
2025
at
SCBx
NEXT
Tech,
Siam
Paragon,
bringing
together
professionals
from
Thailand’s
public
relations,
business,
and
technology
communities.
The
conference
was
supported
by
Gold
Sponsor
Media
OutReach
Newswire
and
other
sponsors,
including
Edelman
Thailand,
MIDAS-PR,
Moonshot
Digital,
Vero,
SCBX,
and
YouGov.
More information on the PRCA Thailand Conference and images are available online. The Impact of AI on Thai Society whitepaper can be read here.
Hashtag: #PRCAThailand
The issuer is solely responsible for the content of this announcement.
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