Bangkok, Thailand – Thai organisations are making faster progress in digital transformation, but many continue to face challenges in translating artificial intelligence (AI) investments into enterprise-wide business outcomes, according to Deloitte’s latest research.
The findings show that the share of Thai organisations classified as being in the “Becoming Digital” stage of maturity increased from 28% in 2025 to 42% in 2026, reflecting broader adoption of digital technologies and more integrated business transformation efforts.
The survey also found that investment in digital initiatives continues to rise, with 48% of organisations allocating budgets for digital operations in 2026, up from 39% a year earlier. AI remains the primary area of focus, with 61% of respondents reporting that they have implemented AI, compared with 47% in the previous survey.
Despite growing adoption, only 19% of organisations said they had successfully scaled AI across their operations, while the remaining 81% continue to operate AI initiatives at the pilot or experimentation stage. Additionally, 71% reported that they had only partially achieved their intended AI outcomes.
The report suggests that many organisations continue to approach AI primarily as a technology initiative rather than a business transformation effort. Nearly 70% of respondents said AI remains largely the responsibility of IT teams instead of being treated as a cross-functional business priority.
Robert Gallagher, Technology, Media & Telecommunications Leader at Deloitte Thailand, said, “Thai organisations are increasingly investing in AI to improve operations, but the reason businesses are not seeing transformational results is structural: AI is still being treated as an IT project rather than a business-led priority. Until business leaders take ownership of where and how AI gets applied, while IT focuses on delivery, the disconnect will persist.”
The survey identified talent shortages as the most significant barrier to AI adoption, with 71% of organisations citing a lack of technical skills. Other key challenges included difficulty identifying suitable AI use cases (40%), limited data readiness (38%), and concerns over the security of AI infrastructure (38%).
Deloitte also found that AI training remains limited across many organisations, with most respondents reporting that fewer than 30% of employees had received AI-related training.
Beyond workforce development, the report highlights the importance of redesigning business processes to better integrate AI into daily operations. It argues that organisations can achieve greater value by enabling AI to automate routine tasks while employees focus on higher-value work.
Tawin Tusnajareon, Director, Technology & Transformation at Deloitte Thailand, said, “Upskilling our teams is a vital first step, but it is only part of equation. The market leaders who are capturing real value have stopped treating AI as a mere software upgrade. Instead, they are actively redesigning their operation flows, business models, and customer touchpoints around AI’s strengths. While early adopters are already securing quick wins in operational efficiency and cost reduction, the true frontier for Thai businesses lies in harnessing AI to pioneer entirely new customer experiences and drive exponential market growth.”
Among surveyed organisations, 50% said AI adoption had helped reduce costs, while 48% reported improvements in operational efficiency and productivity. Another 48% said AI had made it easier to adopt new systems or software.
However, only 9% of respondents said AI had generated new revenue, indicating that while organisations are realising operational efficiencies, relatively few have leveraged AI as a driver of business growth.
Gallagher added, “Organisations also need the right enablers in place to protect and grow value: reliable and actionable data, redesigned ways of working and a clear governance framework. Companies must establish strong, centralised AI foundations and integrate individual AI initiatives into one cohesive operating model to move beyond isolated experiments to deliver enterprise-wide impact. Organisations can unlock entirely new avenues for revenue generation. The next phase of AI investment will see AI evolve from an efficiency enabler into a strategic capability that reshapes business models, strengthens competitive advantage and unlocks new growth.”
