Rewiring the future of work

Discover insights from more than 1,000 Thai workers on AI adoption, trust, wellbeing, and the future of work.

The Thailand Hopes and Fears Survey 2025 capture how Thai workers are responding to rapid changes in workplace, from technological disruption to shifting expectations around leadership and wellbeing.

This survey highlights both optimism and concern across generations and job levels.

As artificial intelligence (AI) becomes more embedded in daily work, Thai workers are showing strong curiosity and adaptability, but also a need for clearer support and guidance. This report offers leaders a chance to better understand workforce sentiment and take action to build trust, resilience and future-ready capabilities.

Growth in weekly and daily GenAI use since 2024

Q: In the past 12 months, how frequently, if at all have you used the following technologies at work?
 

^{Note: Infrequent users are those who reported using AI only once, a few times, or as little as once a month.
Source: PwC’s Global Workforce Hopes and Fears Survey 2025}

Thailand’s workforce is embracing the power of GenAI like never before. Between 2024 and 2025, daily GenAI use surged from 17% to 24%, with weekly engagement also climbing from 23% to 27%. Perhaps even more telling, the number of employees dabbling with AI only occasionally plummeted from 33% to just 21%.

This marks a clear turning point, as more Thai professionals weave GenAI into their daily routines, transforming it from a novelty into a workplace essential.

Most Thai workers feel positive about AI—more curious and excited than worried or confused

Q: To what extent, if at all, do you feel the following emotions about how AI may affect your work?
(Showing only ‘To a very large extent’ and ‘To a large extent’ answers)
 

^{Source: PwC’s Global Workforce Hopes and Fears Survey 2025}

Rather than being daunted by rapid technological change, Thai employees are embracing the AI revolution with open arms. In fact, workers are almost three times as likely to feel intrigued or energised by AI as they are to feel worried or bewildered. It’s a sign that, for many, the digital future looks bright—and they’re eager to be a part of it.

PwC’s Global Workforce Hopes and Fears Survey 2025, which gathered insights from nearly 50,000 respondents across 48 major economies including Thailand, reveals that the influence of AI is expanding rapidly. Although optimism about its 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.