Reinvention in motion

Businesses are investing in generative AI (GenAI) to address opportunities and challenges posed by climate change, and reshape their operations to generate value in novel ways. However, some face obstacles, constrained by a lack of confidence and external pressures. It’s a year marked by optimism tempered with caution.

• 44% of Thai CEOs – slightly down from 45% in last year’s survey – believe the global economy will improve in 2025, reflecting the positive sentiment of their global and Asia Pacific peers. 

• 27% express high or extreme confidence in their short-term revenue forecasts, rising to 44% for a three-year outlook.

Less than half of Thai CEOs are confident about the global economy

Q. How do you believe economic growth (i.e. gross domestic product) will change, if at all, over the next 12 months in the global economy?
 

^{Source: PwC’s 28th Annual Global CEO Survey – Thailand}

As Thai CEOs steer their companies through 2025, they must strategically navigate a landscape that’s dominated by economic, cyber and technological threats, casting a shadow over potential growth. Our survey highlights these concerns.

Their international investment strategies are cautious as more than half, 56%, of Thai CEOs don’t plan to allocate capital to international operations (all operations outside of the country’s headquarters) over the next year.

Economic, cyber and technological threats are top of mind 

Q. How exposed do you believe your company will be to the following key threats in the next 12 months? (showing ‘highly exposed’ and ‘extremely exposed’ responses)
 

^{Note: *Technological disruption and lower availability of workers with key skills are new options for 2025
Source: PwC’s 28th Annual Global CEO Survey – Thailand}

Thai CEOs are growing increasingly confident about the economic viability of their companies.

Thai CEOs are less pessimistic about their long-term viability

Q. If your company continues running on its current path, for how long do you think your business will be economically viable?
 

^{Source: PwC’s 28th Annual Global CEO Survey – Thailand}

Thai CEOs are growing increasingly confident about the economic viability of their companies. While 61% are concerned their business may not last beyond the next decade, 32% believe they will endure for more than ten years – an increase from last year’s figure of 27%. This growing optimism in long-term viability aligns with the sentiments of their global and Asia-Pacific counterparts, at 55% and 34% respectively.

AI adoption is high

Q. To what extent did generative AI* increase or decrease the following in your company in the last 12 months?
 

^{Source: PwC’s 28th Annual Global CEO Survey – Thailand}

The outcomes for Thai CEOs who have adopted GenAI have been encouraging. Some 30% reported an increase in revenue, compared to 32% globally and 37% in the Asia Pacific region. Additionally, 37% noted higher profitability, versus 34% globally and 40% in the Asia Pacific.

Furthermore, 60% observed a significant improvement in employee time efficiency, compared to 56% globally and 58% in the Asia Pacific. This optimism among Thai CEOs around AI adoption reflects a positive trend, even though adoption rates are slightly lower than the global and Asia Pacific averages.

One-fifth of businesses report a revenue increase from climate-friendly investments

Q. To what extent have climate-friendly investments* initiated by your company in the last five years caused increases or decreases in the following?
 

^{Source: PwC’s 28th Annual Global CEO Survey – Thailand
*Thai respondents whose companies have initiated climate-friendly investments in the last five years.}

A majority, 75%, observed little to no change in revenue, while 22% reported an increase from climate-friendly investments. The increase in revenue for some companies highlights potential market opportunities and consumer demand for sustainable products and services.