Bangkok, Thailand – The majority of Thai consumers use artificial intelligence on a regular basis, but only 16% make the most of the technology, according to a new white paper released by financial technology group SCBX.
The study looked at diverse demographics across generations, occupations, and levels of digital literacy, specifically examining the adoption of AI in digital financial services and banking applications.
This research highlights a significant gap between awareness and trust in AI. While more than 90% of Thai users are aware of AI in banking and 80% are regular users, the survey found that most engagement is primarily driven by convenience. Despite recognizing the benefits of AI, a widespread lack of trust prevents consumers from using the technology more broadly.
The white paper outlines nine consumer profiles in the Thai market based on usage patterns and attitudes towards AI. They range from those who make the most of AI tools in their daily tasks to those who completely reject AI and new technologies as human replacements.
Of these groups, around 70% of Thai consumers fall into the “smart minimalist” category (users who engage moderately with AI and avoid the hype) or the “skeptical practitioner” category (consisting of users who are open to AI but remain cautious about certain aspects of it).
In the context of financial services, the study identified five key concerns among Thai users, ranging from fear of fraud and hacking to lack of understanding of investment options and terminology.
“The findings clearly show that while Thai consumers are already using AI in their daily lives, the adoption of AI in advanced financial management is still far below its potential. Concerns over safety, accuracy and transparency persist. Designing AI for the Thai market must start with reliability and simplicity.” yada sari satrat, SCBX Senior Consumer Insights and Market Research Management Specialist.
This document provides three recommendations for Thai organizations looking to implement AI in their services: Increase transparency around data use and protection. Adopt a human-involved approach. Ensure accessibility through clear language and seamless feature integration. The study concludes that although Thai consumers show strong interest in AI, its applications in the financial sector remain underdeveloped.
Sareesavetrat added, “Humans in the loop remain essential, especially in high-risk financial services. To drive more advanced AI adoption in areas such as financial analysis, portfolio management, and automated recommendations, AI must be explainable, verifiable, and trustworthy.”
