Thailand Digital Transformation Survey Report 2025

Deloitte Thailand's Digital Transformation Survey has been annual conducted since 2020, with the objective to examine the attitudes of digital transformation among companies, with this year that generative AI (GenAI) topic is added as it is sun rising on the current time.

The survey methodology includes both quantitative formats and additional in-depth interviews with C-suite survey respondents, beyond the questionnaire.

It was found that digital implementation in 2024 was almost identical to 2023 and closely resembled that of 2022, differing from 2021 when most companies rushed to implement digital initiatives during the early COVID-19 period. Moreover, companies have increasingly cited successful improvement to business performance due to companies became more selective and strategic adoption with their core business.

Companies generally prioritise investments in improving existing business operation as these initiatives often deliver quick wins. However, prioritising strategic outcomes, including delivering new products or services, and new business models, through digital transformation, are more likely found in higher digitally mature companies. These outcomes position companies to thrive in a competitive landscape.

Challenges persist, particularly in talent and budget, but companies are increasingly prioritising strategic outcomes and leveraging digital technologies for innovation and improved business performance.

For GenAI, leaders in Thailand report lower self-assessed expertise compared to global counterparts, with 95% acknowledging a lack of expertise. Like digital transformation trends, companies in Technology, Media & Telecommunications industry and Financial Services industry demonstrate high expertise, likely due to their advanced digitalisation.

Top executives express concern over insufficient attention to GenAI, with over half believing their companies need to focus more on this technology. Talent, risk, and governance are the least-prepared areas for GenAI adoption, highlighting the need for workforce development. Adoption is led by IT/cybersecurity, marketing, sales, and customer service, while legal, risk, and compliance lag behind.