Thai Firms Adopt AI Rapidly, but Fail to Deliver Business Results
Thai companies are rapidly adopting AI but struggling to convert investments into measurable business results, with only 19% successfully scaling AI across multiple units while 71% acknowledge partial success at best.
Deloitte Thailand released its 2026 Digital Transformation Survey with a focus on enterprise AI, finding that although Thai organizations are advancing rapidly in digital transformation, many struggle to translate AI investments into tangible business results. The proportion of Thai firms at the "Becoming Digital" maturity level jumped from 28% to 42% in a single year—a 50% surge—reflecting wider adoption of digital technology and greater cross-functional integration. Meanwhile, 48% of digital budgets in 2026 are now allocated to operational improvements, up from 39% the prior year, and AI adoption has grown to 61% of organizations from 47% previously.
Yet despite rising AI deployment, most organizations face challenges converting expectations into concrete outcomes. Only 19% of firms have successfully scaled AI across multiple business units, while 71% acknowledge achieving only partial success against their stated goals. Nearly 70% of organizations still view AI as primarily an IT department responsibility rather than a company-wide business imperative, fragmenting efforts and preventing enterprise-level transformation.
Robert Gallagher, Deloitte Thailand's technology, media, and telecommunications leader, stated that while Thai firms continue increasing AI investment, structural barriers persist. AI remains largely treated as an IT project rather than a business-led priority. Until senior business leaders take active roles in AI strategy and implementation—with IT providing supporting technical infrastructure—the gap between expectations and results will endure. The survey also found that 71% of organizations cite personnel shortages and lack of technical skills as significant obstacles to AI adoption.
