Accelerate Thailand's National AI Strategy targets with government — leveraging BOI incentives and DEPA's OTOD initiative targeting 15,600 businesses by 2026.
Thailand's AI market is forecast to reach USD 1.16-1.84 billion in 2025-2026, growing at 26-35% annually, yet enterprise AI adoption stands at only 17-32% with 72% of businesses stuck on basic use cases. Thailand's National AI Strategy (2022-2027) targets elevating the country's AI Readiness Index to the top 50 globally, with a government commitment to upskill over 10 million Thais in AI by 2027. Government procurement follows the Government Procurement Act (B.E. 2560) with a 'two envelope' system, requiring technology transfer, training, and after-sales services in all proposals. A critical shortage of roughly 80,000 digital professionals constrains AI expansion, with 47% of businesses citing lack of digital skills as the main barrier and only 34% of employees having received digital skills training in the past year.
LOCAL CONTEXT
Thailand's 4.0 initiative is driving the country's transition from a manufacturing-based to an innovation-driven economy. Government incentives through BOI and the Skills Development Fund are accelerating AI adoption, particularly in manufacturing, tourism, and financial services.
$3.5 billion AI market by 2030
THE CHALLENGE
“PDPA Compliance Uncertainty”
“National AI Strategy Implementation Gap”
Our team has trained executives at globally-recognized brands
FUNDING & SUBSIDIES
200% deduction on qualifying digital expenses up to THB 300,000 (effective June 2025 - December 2027)
Qualifying AI training and digital services expenses can be claimed at 200% for tax purposes, effectively halving the net cost.
Official SourceREGULATORY LANDSCAPE
Thailand's PDPA (B.E. 2562), fully enforced since June 2022, governs all personal data processing with civil fines up to THB 5 million per violation and criminal penalties including imprisonment. In 2025, the PDPC levied THB 21.5 million in fines, extending enforcement to data processors. The draft AI Law (2025) introduces 'Prohibited-risk' (social scoring, subliminal manipulation) and 'High-risk' categories with strict governance duties, targeted for formalization in 2026.
CHALLENGES IN THAILAND
Thailand's PDPA enforcement has escalated rapidly, with THB 21.5 million in fines across five cases in 2025 alone — now extending to data processors, not just controllers. Many organisations lack clarity on how AI systems handle personal data under these evolving requirements.
Despite Thailand's ambitious AI Strategy targeting top-50 AI Readiness by 2027 and upskilling 10 million citizens, only 10% of organisations have reached transformative AI integration. Government agencies need practical capability-building to bridge this gap.
OUR PROCESS
We assess departmental objectives, regulatory constraints, and existing digital infrastructure to scope appropriate AI applications.
Civil servants learn AI fundamentals, bias mitigation techniques, and governance frameworks through scenario-based workshops.
Participants develop evaluation criteria, RFP templates, and vendor assessment scorecards aligned with public sector standards.
Teams design controlled pilots with success metrics, citizen feedback mechanisms, and accountability structures for responsible deployment.
COMMON QUESTIONS
MORE TRAINING
WHY PERTAMA PARTNERS
Unlike local providers such as iApp Technology (focused on Thai-language AI products) or Data Wow (data labeling and ML development), Pertama delivers applied AI capability-building through structured training programmes with measurable business outcomes. While Accenture and Deloitte Thailand offer strategic advisory at premium price points, Pertama provides hands-on, practitioner-level training designed for mid-market organisations — with Southeast Asian delivery expertise across multiple ASEAN jurisdictions. The government-backed THAI Academy and Oracle-DEPA programmes offer foundational AI literacy, but lack the industry-specific, applied focus that Pertama's sector-tailored programmes deliver. Pertama bridges the gap between generic AI awareness and practical business transformation.
Training is delivered using a hybrid English-Thai approach: core AI concepts and frameworks in English for international context, with Thai-language debriefing, discussion, and hands-on exercises for deep learning and emotional connection. Workshop design incorporates high-energy, interactive elements, games, and team competition to match Thai learner preferences — avoiding passive lecture formats that cause disengagement. Content respects Thai hierarchical management norms (kreng jai) with consensus-building exercises and indirect feedback mechanisms rather than confrontational case studies. Government delivery includes tailored proposal formats meeting Government Procurement Act requirements, with technology transfer and after-sales service documentation. Flexible delivery modes include on-site instructor-led training (ILT), live virtual (VILT), and blended formats. Bangkok-based delivery standard; regional delivery available.
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