Bangkok, Thailand – While a vast majority of Thai consumers regularly interact with artificial intelligence, only 16% utilise the technology to its full potential, according to a new white paper released by financial technology group SCBX.
The study surveyed a diverse demographic across generations, professions, and levels of digital literacy, examining AI adoption specifically within digital financial services and banking applications.
The research highlights a significant gap between AI awareness and trust. While more than 90% of Thai users are aware of AI in banking and 80% are regular users, the study found that most engagement is driven primarily by convenience. Despite recognising the benefits of AI, a widespread lack of trust prevents consumers from using the technology more extensively.
The white paper outlines nine consumer profiles in the Thai market, based on usage patterns and attitudes toward AI. These range from individuals who maximise AI tools for everyday tasks to those who completely reject AI and new technology as replacements for humans.
Among these groups, around 70% of Thai consumers fall under the “Smart Minimalist” category—users who engage with AI in moderation and avoid hype—or the “Skeptical Practitioner” category, comprising users who are open to AI but remain cautious about certain aspects of it.
Within the financial services context, the research identified five key concerns among Thai users, ranging from anxiety over fraud or hacking to limited understanding of investment options and terminology.
“The findings clearly show that while Thai consumers already use AI in daily life, adoption of AI in advanced financial management remains far below its potential. Concerns about safety, accuracy, and transparency persist. Designing AI for the Thai market must start with trust and simplicity,” said Yada Sareesavetrat, senior consumer insights and market research management expert at SCBX.
The paper offers three recommendations for Thai organisations seeking to adopt AI in their services: increasing transparency around data usage and protection; adopting a human-in-the-loop approach; and ensuring accessibility through clear language and seamless feature integration. The research concludes that although Thai consumers show strong interest in AI, its application in financial contexts remains underdeveloped.
Sareesavetrat added, “Human-in-the-loop remains essential, especially in high-risk financial services. To encourage more advanced AI adoption in areas like financial analysis, portfolio management, or automated recommendations, AI must be explainable, verifiable, and trustworthy.”
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