Thailand ranks second among Southeast Asia's six major markets in daily generative artificial intelligence (AI) usage.
The country is leading the region in willingness to delegate tasks to AI agents, although enterprise deployment accounts for a smaller share of activities than in Singapore and Malaysia, according to the e-Conomy SEA 2026 report.
The report by Google, Temasek and Bain & Company shows Thailand's AI economy remains predominantly consumer-driven, with individuals generating 60-65% of AI token consumption and enterprises accounting for 35-40%.
Thailand's enterprise share of the AI economy ranks third among the six markets, suggesting a more developed base of organisational usage than Indonesia, the Philippines and Vietnam, while leaving substantial room for expansion.
Generative AI penetration in Thailand is at 63% of the working population, behind Singapore at 70%, Malaysia at 68% and Vietnam at 65%. Indonesia and the Philippines tallied 54% and 53%, respectively.
However, Thailand ranks second in daily usage, at 22% of the working population, behind Vietnam's 26% and ahead of Singapore's 21% and Malaysia's 20%.
Weekly usage in Thailand is at 55%, compared with 62% in Singapore, 60% in Vietnam and 57% in Malaysia.
The penetration figures cover people who reported using a standalone generative AI application or website during the previous 30 days, but exclude AI capabilities embedded in broader services, such as search engines and messaging applications.
The report measures AI activity through tokens, the units of information processed when models receive inputs and generate responses.
In Singapore, enterprise workloads account for 55-60% of token consumption, compared with 45-50% in Malaysia. Enterprise activity in these markets reflects deeper integration across software development, cloud infrastructure, productivity tools and customer-facing services.
Thailand's enterprise share of the AI economy, at 35-40%, exceeds the 15-20% recorded in Indonesia, the Philippines and Vietnam, where consumers account for 80-85% of usage.
Across the six markets, consumer applications generate roughly 60% of total token consumption, with enterprise utilisation offering significant scope to grow.
About 70% of regional consumer-led usage involves work and study, including drafting, editing, research, analysis, coding and administrative tasks. Users include freelancers, business owners, content creators and corporate employees.
Thailand also has a distinct pattern of everyday use. According to Gemini data cited in the report, about one-third of Thai prompts concern lifestyle topics such as home decoration and recipes, reflecting strong interest in leisure and discovery.
Across the six markets, 75% of surveyed AI users were willing to let an assistant find the best price and purchase a product for them, making commerce the leading prospective application.
Some 243 million people in the six nations, or 58% of the working population, now use generative AI. Adoption reached that level within three years, compared with more than a decade for internet usage.
Yet regional AI usage per person remains roughly one-tenth of the US level, indicating that rapid user growth has yet to translate into similarly intensive consumption.
Commercialisation also remains nascent, with only 1-2% of the population across the six markets holding paid personal AI accounts, as most users rely on free services.