Modernise your family enterprise with AI in Thailand, where 75% of SET-listed companies are family-owned and face increasing pressure from digital-first competitors.
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. Approximately 75% of companies listed on the Stock Exchange of Thailand are family-owned enterprises, with conglomerates like CP Group employing multi-generational decision-making approaches that require relationship-building before any technology transformation. 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”
“Multi-Generational Technology Resistance”
“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.
With 75% of SET-listed companies being family-owned, Thai businesses face acute tension between traditional relationship-based management and digital transformation. Senior generations may resist AI adoption while younger leaders push for modernisation.
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
Identify critical knowledge domains, key knowledge holders, and succession timeline. Map what must be transferred vs. what can be modernised by next generation.
Configure AI knowledge capture tools tailored to your industry and knowledge domains. Set up repositories, workflows, and access controls aligned to succession plan.
2-day programme teaching both knowledge holders (how to document) and successors (how to learn from AI systems). Practical exercises using real business scenarios.
Facilitate initial knowledge capture sessions between founders and successors using AI tools. Create first versions of critical knowledge repositories.
30-60 day support to refine knowledge capture workflows, expand repositories, and integrate AI tools into succession transition plan.
IS THIS RIGHT FOR YOU?
Family businesses within 2-5 years of planned founder or senior executive retirement
Multi-generational transitions where next generation has limited exposure to founder era
Businesses with critical knowledge concentrated in a few key individuals
Companies that have experienced painful knowledge loss from unexpected departures
Families wanting to preserve founder legacy and expertise beyond retirement
Businesses with urgent, immediate succession crises (need consulting, not training)
Companies with well-documented processes and minimal tacit knowledge
Transitions where successor already has 10+ years working directly with knowledge holder
See yourself above? Let's talk about AI Succession Planning & Knowledge Transfer in Thailand.
Let's TalkCOMMON 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. Family business workshops use multi-generational facilitation techniques that build bridge between traditional business values and digital transformation opportunities. 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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