PRCA Thailand Conference Reveals Nine in Ten Thais Want Transparency as AI Use Explodes

Bangkok, 14th August 2025 – As Thailand accelerates investment in artificial intelligence (AI), new research from PRCA APAC, YouGov and Vero reveals that trust is the cornerstone of public acceptance. While there is cautious optimism and strong calls for regulation, the Thai public expects transparency from brands and institutions to build and maintain that trust.

Presented at the inaugural PRCA Thailand Conference 2025, the study, titled “AI Sentiment Analysis: Trust, Ethics, and Equitable Adoption in Thailand”, 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.

“Trust and transparency aren’t just public expectations, they’re now brand imperatives in the AI era,” said Dr. Karine Lohitnavy, Chair of PRCA Thailand and Founder of Midas PR. “As communicators, we have a vital role to play in bridging the gap between innovation and understanding. That means helping the public make sense of AI’s impact while holding brands accountable to ethical, human-first storytelling.”

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, CEO of Media OutReach Newswire (Gold Sponsor of the conference), explored how traditional formats remain relevant in the AI era. “Despite the rise of AI and rapid changes in how we consume information, the press release remains one of the most credible and effective tools in corporate communication,” said Kok, “What’s changing is how we distribute and amplify it. When combined with strategic digital targeting, a well-crafted press release doesn’t just inform, it builds trust, authority, and long-term brand equity.”

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 support us. But for it to truly work for us, we must guide it. AI is still in its early stages, learning and evolving every day, and it’s our responsibility to shape how it grows. Don’t be afraid to adopt AI into your daily work. Treated as an assistant, it can help us work smarter and more efficiently.”

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. Media OutReach Newswire was the Gold Sponsor for the conference. 

Download the “AI Sentiment Analysis: Trust, Ethics, and Equitable Adoption in Thailand” white paper.

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For media enquiries, please contact:

Ed Burleigh
Head of PRCA APAC
[email protected]

About PRCA
The Public Relations and Communications Association (PRCA) is the world’s largest professional PR body. We represent more than 35,000 PR professionals in 82 countries worldwide, and we are a global advocate for excellence in public relations. PRCA APAC was founded in 2018 to further our growth across the APAC region. Our mission is to create a more professional, ethical and prosperous PR industry.

PRCA Thailand is building a community for PR and communications pros to level up. Through expert training and exclusive events, it helps boost skills and deliver real results. By connecting professionals and raising industry standards, PRCA Thailand is shaping the future of communications. It fuels collaboration and ensures PR’s voice is heard loud and clear across Thailand’s economy.