PwC Thailand’s 2025 survey reveals rising financial pressure yet growing optimism fuelled by artificial intelligence
BANGKOK, 16 December 2025 – Thai workers are contending with intensifying financial challenges, according to PwC’s latest survey, but a new wave of optimism is emerging as artificial intelligence (AI) becomes increasingly integrated into the workplace.
PwC’s Thailand Hopes and Fears Survey 2025 uncovers a workforce at a turning point—where the anxieties of economic uncertainty are being challenged by the transformative potential of technology.
Nearly half (48%) of Thai employees report experiencing financial stress, up from 43% in 2024. Of these, 11% struggle to pay their bills, while 37% have little or no disposable income after covering essential expenses. Despite 51% of respondents receiving a salary increase and 20% gaining promotions over the past year, only 27% plan to ask for a pay rise and 25% intend to pursue further promotion in the coming 12 months.
While economic pressures persist, AI is emerging as a beacon of hope for Thai workers. The survey reveals that 72% of respondents have used AI in their jobs over the past year—significantly higher than the global average of 54%.
Daily usage of generative AI (GenAI) has climbed to 24%, up from 17% last year, with those using AI daily reporting substantial benefits: 90% cite improved productivity, 58% feel more secure in their jobs, and 49% have seen salary improvements compared to occasional users.
Zia Paton, Consulting Partner at PwC Thailand, said:
“GenAI is already helping Thai workers save time by completing routine tasks faster, but the true value lies in how that time is reinvested. When organisations establish clear pathways for GenAI adoption, redefine roles and career progression, and foster adaptability, we see productivity rise, career mobility improve, and financial pressures ease. By scaling GenAI responsibly, businesses can empower their people to focus on more meaningful work and unlock tangible benefits for both individuals and organisations.”
Trust: the bedrock of progress
Trust in leadership stands out as a key strength for Thailand, with 67% of employees expressing confidence in their managers and 68% in senior management—well above the global averages of 58% and 51% respectively.
Furthermore, 66% of Thai workers feel comfortable speaking openly with their managers. As AI becomes more embedded in daily operations, responsible leadership and ethical governance will be critical to maintaining this trust.
“Thailand’s strong trust in management is underpinned by a cultural emphasis on hierarchy, harmony, and benevolence,” Zia said.
“This foundation gives organisations a unique advantage, but it must be matched with continuous evolution in how we work. Responsible GenAI adoption can help reduce hierarchical barriers, foster collaboration, and provide safe environments for innovation. When trustworthy leadership meets practical technology adoption, resilience and confidence flourish,” she said.
Upskilling: building a future-ready workforce
Thai organisations are investing heavily in upskilling to keep pace with technological change. Some 74% of workers feel they have access to necessary learning and development resources, compared to just 59% globally.
However, efforts to upskill employees are inconsistent across roles—67% of non-managerial staff feel adequately supported, versus 79% of managers and 87% of senior executives.
“Thailand’s impressive access to learning resources supports the country’s economic growth strategy,” Zia added.
“Closing the gap in learning access depends less on resources and more on addressing issues such as uneven information distribution, cultural hesitation to seek clarification, and practical barriers like time, format, and language. Organisations should therefore strive to eliminate permission hurdles and localise content to ensure all staff benefit equally.”
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About the Global Workforce Hopes and Fears Survey 2025
PwC’s Global Workforce Hopes and Fears Survey 2025 draws insights from nearly 50,000 respondents across 48 major economies, including Thailand. The findings reveal that while optimism about AI’s potential significantly outweighs anxiety, daily usage remains relatively limited. This presents a valuable opportunity for leaders to unlock greater employee motivation and accelerate reinvention and growth through more effective integration of AI.
Click here to explore the Thailand survey.
About PwC
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