Singapore – Almost half, or 44%, of Thai consumers are more trusting of GenAI’s content, and 42% believe it is safe for use, a report from Publicis Sapient revealed.
According to the report, Thai consumers are among the leading in the global market in terms of generative AI use, with more than one in three, or 35%, answering that they have personally or professionally used generative AI tools before. This places Thailand alongside Australia, which scored 38%.
With GenAI’s capabilities, customers are also expecting a lot from it, including enhanced experiences in activities like shopping. In fact, almost half (43%) of GenAI users want brands to utilise the technology to advance their overall customer experience.
In Thailand, especially, more than half, or 55%, of consumers are expecting genAI to improve their overall customer experiences when interacting with brands and their products and services.
The global survey revealed that a huge majority of Thai consumers (97%) are excited about what genAI will bring to their shopping experience. Additionally, 86% of all genAI users in Thailand also reported that its impact on shopping experiences excites them. This is higher than the 63% global average recorded by the survey.
Among the genAI tools, nearly half of users globally (45%) are very likely to use a conversational application of the technology for travel and hospitality shopping. Meanwhile, in Thailand, the numbers show a whopping contrast, with 63% of users responding that they are very likely to use the technology.
However, despite the global use of GenAI technology, many remain apprehensive of its implications and safety of usage. The report showed that only 21% of consumers globally trust the outputs produced by a GenAI tool.
On the other hand, the report also revealed that Thai consumers are more trusting of GenAI’s content and outputs (44%), and they consider them safe to use (42%).
According to the results of the report, organisations must continue to develop strategies and ways to harness the power of generative AI while ensuring that the implementation of the technology remains ethical to establish deeper trust with customers.
The report further suggested organisations develop strategies that will help harness GenAI for customers. Firstly, focus on product research and discovery to enable faster and more accurate search results. Next, focus on helping consumers find the best deals amidst rising costs of living and inflation. And lastly, invest in GenAI-powered customer services to enable seamless, automated interactions like product returns and exchanges.
Andrew Male, client partner at ASEAN, said, “We are extremely excited at the potential that generative AI brings when it comes to transforming the customer experience. Thailand has shown itself to be a leader in embracing the use of generative AI tools, and we look forward to collaborating with our partners and customers to harness these innovative technologies and continually develop innovative solutions that transform how we live, work, and play.”
