Accelerate Thailand's National AI Strategy targets with policy analysis & regulatory intelligence — 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”
“Government Procurement Complexity”
“Thai-Language and Cultural Training Gap”
“Underutilised Government Incentives”
Our team has trained executives at globally-recognized brands
OUTCOMES
FUNDING & SUBSIDIES
Up to THB 200,000 per SME; mini grants up to THB 100,000
SMEs adopting AI tools and training qualify for d-transform grants supporting digital capability building.
Official Source200% 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 SourceUp to 13 years CIT exemption (up to 15 years with Competitiveness Enhancement Act); 100% foreign ownership permitted
Corporate income tax exemptions for companies investing in AI and digital technology activities, including training and implementation.
Official Source30-50% of qualifying expenditures; OECD Pillar Two compliant
Tax credits for R&D and advanced skills development expenditures, with unused credits refundable in cash — directly applicable to AI capability building.
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.
Thai government procurement follows a decentralised 'two envelope' system across 200+ agencies, requiring technology transfer and training as standard proposal components. AI solutions must navigate this structure while demonstrating local capacity.
Effective corporate AI training in Thailand requires a hybrid approach — delivering core concepts in English for multinational context, then debriefing in Thai for emotional connection and deep learning. Most international providers fail to adapt to Thai hierarchical communication norms and learner preferences for interactive, high-energy formats.
Many Thai SMEs are unaware of available AI funding — including DEPA grants up to THB 200,000, the 200% digital tax deduction (effective June 2025), and BOI tax holidays of up to 13 years. Without guidance, businesses miss significant cost offsets for AI training and implementation.
OUR PROCESS
We assess your current AI maturity, technology stack, and strategic priorities within government policy analysis, regulatory development, and legislative research. This includes interviews with operations, leadership, and frontline teams to map your highest-impact use cases.
We tailor all modules to your specific context within government policy analysis, regulatory development, and legislative research. All examples, case studies, and exercises use scenarios your teams will recognise from their daily work.
Interactive workshops using real-world scenarios from government policy analysis, regulatory development, and legislative research. Each module combines concept explanation with immediate practice on tasks your teams perform daily.
Participants develop 2-3 AI use case proposals specific to their departments, with business cases, risk assessments, and implementation roadmaps ready for leadership review.
30-day post-programme support includes office hours, Slack access, implementation coaching, and a follow-up session to review progress on use case pilots and address emerging challenges.
IS THIS RIGHT FOR YOU?
Government ministries and agencies with policy research teams
Regulatory bodies monitoring developments across multiple jurisdictions
Policy units needing to accelerate research and evidence synthesis
Agencies conducting large-scale public consultations requiring analysis at volume
Government strategy units benchmarking against international best practices
Operational government units without policy research functions
Agencies needing custom AI research platforms (try Engineering tier)
Policy teams already using AI synthesis tools effectively at scale
See yourself above? Let's talk about AI Policy Analysis & Regulatory Intelligence in Thailand.
Let's TalkCOMMON QUESTIONS
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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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