PRCA Thailand Conference Reveals Nine in Ten Thais Want Transparency as AI Use Explodes
Presented at the inaugural PRCA Thailand Conference 2025, the study, titled "The Impact of AI on Thai Society", reveals a complex national picture. While Thailand is emerging as a regional leader in AI, with a USD 15.4 billion investment in infrastructure and a national plan to produce 90,000 AI professionals, the public remains sharply aware of the risks that come with rapid adoption.
Key highlights from the research include:
Transparency builds trust: 92% of Thais want brands to disclose AI use. Trust spikes among Gen Z (37%) and young families (31%) when AI use is transparent.
Misuse tops concerns: 40% cite AI misuse as their biggest worry, followed by misinformation, deepfakes, privacy, and ethics. Gen X and rural groups are most cautious.
AI supports, not replaces: 55% say AI boosts efficiency, but most agree it should enhance—not replace—human creativity.
Demand for guidance: Many want practical AI education online and offline, with calls for stronger government regulation on ethics and skills training.
"Trust and transparency aren't just public expectations, they're now brand imperatives in the AI era," said Dr. Karine Lohitnavy, Chair of PRCA Thailand and Founder of Midas PR. "As communicators, we have a vital role to play in bridging the gap between innovation and understanding. That means helping the public make sense of AI's impact while holding brands accountable to ethical, human-first storytelling."
Speaker Narongyod Mahittivanicha, Founder of TWF Agency and Vice President of the Artificial Intelligence Association of Thailand, reinforced the irreplaceable role of human creativity in public relations. Referencing a recent viral Coldplay-related campaign known as the "Astronomer CEO" crisis response, he noted that the level of creativity, emotional intelligence, and nuance involved is something AI cannot yet replicate.
In a fireside chat titled "Viva La Press Release! Old Format, New Tech," Jennifer Kok, Founder and CEO of Media OutReach Newswire, said: "In today's digital publishing and AI era, press releases play a vital role in driving brand trust through verbatim, guaranteed posting on authoritative news websites. These features give PR professionals the ability to control the narrative of key corporate messages, building brand equity with targeted journalists and media across their chosen markets. The advancements in AI will further empower the public relations industry."
Panel discussions included leaders from Microsoft Thailand, SCBx, Predictive, and Xponential Co., exploring AI's real-world applications in PR, brand reputation, and public perception. Moderated by Edelman Thailand's Vorasit Turongsomboon and digital creator Tossapol Leongsuppon, the panels addressed ethical governance, influencer transparency, and the public's call for structured AI education and stronger regulation.
Jaruwan Vorarakthananun, Communications Lead at Microsoft Thailand, said: "AI isn't here to replace communications professionals—it's here to empower us. Generative AI is still evolving, learning every day. It's up to us to guide its growth and ensure it truly works for us. Don't hesitate to adopt AI into your daily work. Treat it as a trusted assistant that helps us work smarter, faster, and with greater impact."
The inaugural PRCA Thailand Conference took place on 6 August 2025 at SCBx NEXT Tech, Siam Paragon, bringing together professionals from Thailand's public relations, business, and technology communities. The conference was supported by Gold Sponsor Media OutReach Newswire and other sponsors, including Edelman Thailand, MIDAS-PR, Moonshot Digital, Vero, SCBX, and YouGov.
More information on the PRCA Thailand Conference and images are available online. The Impact of AI on Thai Society whitepaper can be read here.
Hashtag: #PRCAThailand
The issuer is solely responsible for the content of this announcement.
About PRCA
The Public Relations and Communications Association (PRCA) is the world's largest professional PR body. We represent more than 35,000 PR professionals in 82 countries worldwide, and we are a global advocate for excellence in public relations. PRCA APAC was founded in 2018 to further our growth across the APAC region. Our mission is to create a more professional, ethical and prosperous PR industry.
PRCA Thailand is building a community for PR and communications pros to level up. Through expert training and exclusive events, it helps boost skills and deliver real results. By connecting professionals and raising industry standards, PRCA Thailand is shaping the future of communications. It fuels collaboration and ensures PR's voice is heard loud and clear across Thailand's economy.
PRCA Thailand
Try Our AI Features
Explore what Daily8 AI can do for you:
Comments
No comments yet...
Related Articles
Arabian Business
an hour ago
- Arabian Business
ADNOC Group posts $4.7bn H1 2025 profit as AI boosts operations across six listed companies
ADNOC Group's six publicly listed companies delivered a combined H1 2025 net profit of AED17.3bn ($4.7bn), supported by a sweeping integration of advanced Artificial Intelligence (AI) technologies across their operations. At the centre of this transformation is MEERAi, ADNOC's proprietary AI platform, which provides real-time, data-driven insights to improve decision-making. Across ADNOC Gas, ADNOC Distribution, ADNOC Drilling, ADNOC Logistics & Services, Fertiglobe, and Borouge, AI is optimising processes, reducing emissions, and enhancing customer experiences. ADNOC Gas Q2 2025 net income: AED5.1bn ($1.385bn), up 16 per cent YoY EBITDA: AED8.3bn ($2.256bn), up 8 per cent Interim dividend: AED6.6bn ($1.792bn), up 5 per cent, payable in September Capital expenditure rose 49 per cent with progress on the $5bn (AED18.36bn) Rich Gas Development Phase 1 Set to join FTSE Index in September following MSCI inclusion ADNOC Distribution EBITDA: AED2.08bn ($566m), up 10 per cent YoY Net profit: AED1.32bn ($358m), up 12.2 per cent YoY Added 47 new service stations in H1; raising full-year target to 60–70 Expanded Voyager lubricant exports to over 47 countries H1 2025 dividend: 10.285 fils per share, payable October ADNOC Drilling Revenue: AED8.71bn ($2.37bn), up 30 per cent YoY EBITDA: AED3.97bn ($1.08bn), up 19 per cent YoY Net profit: AED2.54bn ($692m), up 21 per cent YoY New contract awards worth AED17.63bn ($4.8bn) Upgraded full-year guidance: revenue $4.65–4.80bn, net profit $1.375–1.45bn ADNOC Logistics & Services Fertiglobe Revenue: up 14 per cent in Q2 and 20 per cent in H1 YoY Adjusted EBITDA: up 26 per cent in Q2 and 36 per cent in H1 At least $100m (AED367m) in H1 dividends proposed $31m (AED113.7m) share buybacks in Q2; total shareholder return $131m (AED480.5m) Investing in low-carbon ammonia and expanding downstream capabilities Borouge Q2 net profit: $193m (AED709m) Adjusted EBITDA: $440m (AED1.616bn) in Q2; $1bn (AED3.673bn) in H1 Plans to increase 2025 dividend to 16.2 fils per share; interim 8.1 fils in September Delivered $307m (AED1.13bn) in value through AI, digitalisation and technology programmes The strong half-year performance across all six listed companies reinforces ADNOC's strategy to combine technological innovation with disciplined growth, positioning it as a progressive global energy leader committed to long-term value creation.
Al Etihad
3 hours ago
- Al Etihad
Excitement builds as UAE students gear up for new AI lessons
15 Aug 2025 00:47 AMEINAH ALZEYOUDI (ABU DHABI)Young students across the UAE are looking forward to exploring artificial intelligence as they get ready for the new academic year, with the country's new AI curriculum mandate set to take effect. AI is now an official subject for public school students — from kindergarten to Grade 12 — as campuses reopen for the 2025-2026 academic year, following an education policy announced in May. The programme was launched as part of the National Strategy for Artificial Intelligence 2031, aiming to shape a future-ready generation equipped with essential digital skills and a forward-thinking mindset. Nine-year-old student Mansour Alamrei is excited to learn how to create apps and even virtual assistants. 'I already have a vision of a future in digital entrepreneurship,' Alamrei told Aletihad . Mariam Al Breaki, a 14-year-old student in Abu Dhabi, described AI as 'a robot that helps the teacher' — a view that emphasises how play-based learning is introducing complex ideas to the youth. Some students have demonstrated advanced knowledge of AI as a concept. Fifteen-year-old Hamad Alkaabi, for example, is interested not in the fundamentals of the technology but in the ethics and cybersecurity matters associated with it. 'We need to understand AI before it understands us,' said the teen from Al Ain. Others initially felt the technology was beyond their grasp. Yara Mohammad, a 13-year-old from Fujairah, admitted feeling slightly anxious about the complexity of AI, but found reassurance in knowing that the course explores innovative applications across other students see AI classes as a big help as they prepare to take the big leap into higher studies. Layan Abdullah, a 17-year-old Grade 12 student from Ras Al Khaimah, is already looking into how AI is influencing digital media. 'Such information would be helpful no matter what profession I choose to take,' she said. Fawzia Al Fadhili, a computer science teacher at a public school in Abu Dhabi, said 'integrating AI into the curriculum is both an exciting opportunity and a huge responsibility.''This year, I want all students — regardless of their academic background or ability — to be able to understand and use AI,' she focus lessons on AI were designed to help students understand how the technology affects their everyday lives, Al Fadhili added. 'We have created interactive lesson modules, coding exercises, and real-world case studies. In addition to honing their technical abilities, I hope this course will instil in them a critical and moral perspective of the technology that will influence the future,' she said.
Gulf Business
4 hours ago
- Gulf Business
HONOR's Laurance Li on the Magic V5, AI's impact and future of foldables
The foldable smartphone segment is rapidly moving beyond its nascent stages, transforming into a mature category that blends cutting-edge technology with practical, daily utility. In the Middle East, a region characterised for its love of digital innovation and premium devices, the introduction of a new flagship foldable carries significant weight. HONOR recently unveiled its Magic V5 foldable in Dubai, a device meticulously engineered to redefine the user experience through a convergence of advanced hardware and deeply integrated artificial intelligence. We chatted with t o delve deeper into the technical advancements, strategic market positioning, and HONOR's overarching vision for the future of foldables, Redefining durability and power When discussing the core upgrades and engineering breakthroughs of the HONOR Magic V5, Laurance Li emphasised the company's long-standing commitment to making foldables a seamless part of everyday life. He noted that while HONOR has consistently pushed the boundaries of slimness, from the Magic V2's 9.9mm to the Magic V5's remarkable 8.8mm, thinness is merely one dimension of innovation. The Magic V5 primarily addresses critical user concerns: reducing bulk, extending battery life, enhancing durability, and improving photography capabilities. The device's robust design is anchored by the HONOR Super Steel Hinge , a component subjected to rigorous testing to endure 500,000 folds . This hinge also showcases impressive structural integrity, demonstrating its ability to lift a weight of 100 kilogrammes under controlled conditions – a feat recognised by a new Guinness World Record. Further fortifying its resilience, the Magic V5 holds IP58 and IP59 dust and water resistance ratings . The inner display panel is protected by a NanoCrystal Shield , which offers a 15 times greater scratch resistance compared to standard glass. Powering this advanced hardware is a 5,820mAh silicon-carbon battery , which Li said is the 'industry's largest battery in a foldable device'. This battery features 15 per cent higher silicon content for enhanced efficiency, providing ample power for extended use. Charging capabilities are equally robust, supporting both 66W wired and 50W wireless HONOR SuperCharge . Li emphasised that this engineering prowess is rooted in HONOR's manufacturing philosophy. 'At the core of this engineering is HONOR's AI Manufacturing process, the industry's most advanced AI-powered production system, which enhances structural precision, durability, and design integrity,' he stated. This commitment is supported by substantial investment in research and development, with over 70 per cent of HONOR's workforce dedicated to R&D , and 11.5 per cent of the company's annual revenue reinvested into innovation . AI at its core: Enhancing productivity and communication Artificial intelligence forms a central pillar of the Magic V5's user experience, particularly in enhancing productivity and communication. Laurance Li detailed how the device is designed to offer an 'AI-first experience' through several integrated features. A significant innovation is the Magic Sidebar , an intelligent, context-aware panel that dynamically adapts to user activity. 'This smart feature suggests helpful features on the side bar based on what you're doing,' Li explained. This intuitive design eliminates the need for users to switch between apps for common tasks like translation or summarization, ensuring that 'everything you need appears right when you need it.' The device's operating system has been 'reinvented… to enable better collaboration between hardware and software based on understanding of user intents,' incorporating a unique 'human-based kernel to learn about and analyse user habits, personal intents as well as the environment.' The Magic V5 also features deep integration with Google Gemini . 'Central to this is Gemini Live, an AI assistant designed for real-time interaction and multitasking,' Li clarified. Gemini Live's capabilities extend to analysing live video feeds to identify objects, text, and scenes, providing instant insights without requiring users to leave their current application. It also supports screen sharing with the AI assistant, allowing the device to understand and summarise complex content, such as legal documents or financial charts, and offer context-aware assistance. For seamless access, the innovative 'Tap Tap' interaction allows users to launch Gemini simply by double-tapping the back of the device. Beyond these broad AI capabilities, the Magic V5 integrates on-device AI for specific, critical functionalities: AI call translation: Powered by HONOR's on-device call translation large model, this feature ensures complete privacy by processing audio locally. It enables smooth real-time phone conversations between users speaking different languages, with only one party needing an HONOR device. AI photography: The HONOR AI Super Zoom leverages an on-device AI RAW model to enhance image clarity and sharpness up to 30x zoom . For higher zoom levels, cloud processing is utilised to further improve image quality. AI security: 'HONOR Deepfake Detection also operates fully on-device to identify AI-generated face manipulations during video calls,' providing a crucial layer of privacy and security in an era of increasing AI-driven misinformation. Li envisions a future where 'smartphones will evolve from being just tools into intelligent companions that understand your preferences, anticipate your needs, help solve complex problems, and inspire creativity.' Strategic market focus: Tailoring for the tech-savvy GCC The UAE and wider GCC region play a pivotal role in HONOR's global foldable strategy. Li highlighted that 'The GCC region is one of the most dynamic and promising markets in the world for technology. Consumers here are highly tech-savvy, open to innovation, and quick to adopt new technologies, especially in areas like AI, advanced smartphones, and gaming.' 'This strong demand makes the region 'an ideal launchpad for our most sophisticated devices,' he said. The Magic V5 has been deliberately tailored to meet the needs of this discerning audience, designed to be 'the perfect lifestyle companion for UAE users with busy, connected lives,' through its combination of advanced hardware and intelligent AI experiences. A key localised integration for the UAE market is the pre-installation of the UAE PASS app . This app, developed in partnership with the UAE's Digital Government Regulatory Authority, provides users with secure and seamless access to government and private sector services from the moment they activate their device, showcasing HONOR's commitment to delivering meaningful, locally relevant digital solutions. Competitive landscape and market position Li articulated HONOR's perspective on the competitive landscape: 'At HONOR, we welcome competition as a catalyst for innovation and growth within the foldable market.' He views the entry of new players as validation of increasing consumer interest. 'HONOR has been a pioneer in the foldable space, consistently pushing the boundaries of technology and design with each generation of our foldable smartphones,' he asserted. The company's strategy focuses on creating devices that are not only 'as lightweight and comfortable to hold as bar phones, but also deliver a premium user experience.' While specific country-by-country market share figures were not disclosed, Li shared internal data indicating HONOR's rapid growth. 'HONOR is the fastest-growing tech brand in the MENA region, with shipments rising over 83 per cent — a milestone no other smartphone brand here has achieved.' In the UAE specifically, 'our sales in the first half of 2025 increased by 75 per cent compared to the same period in 2024.' He also noted that the HONOR Magic V3 'doubled foldable shipments', and the HONOR 400 series 'grew by 200 per cent', signifying strong consumer adoption for both foldable and traditional flagship smartphones. Pre-order, availability, and expanding ecosystem The HONOR Magic V5 will be available in the UAE at a price of Dhs 6,499 ($1,799) . Pre-orders commenced on Thursday, August 14 , with the device officially hitting shelves on Thursday, August 21. For early adopters, Dhs3,695 . This package includes a Bose Speaker, HONOR Magic Pen, and an additional HONOR Magic V5 Case . Crucially, it also features HONOR VIP Care+ , which provides 12-month screen protection (covering one free replacement for both the inner and outer screens, with no cost for parts or labour). Purchases made after the initial month will still receive six months of screen protection. The VIP Care+ package further includes 24-month customised service for up to eight sessions. The Magic V5 is offered in four elegant color options: Dawn Gold, Ivory White, Reddish Brown, and Black. Pre-orders are available through the HONOR Online Store, HONOR Experience Stores, and a wide network of retail partners, including Sharaf DG, Emax, Jumbo, Lulu, Carrefour, Eros, Etisalat by e&, Du, Virgin Megastore, Amazon, Noon, KM Trading, and Ecity. Beyond the foldable, the launch event also showcased HONOR's commitment to expanding its broader AI device ecosystem. The HONOR Magic Pad 3 tablet features a 13.3-inch 165Hz HONOR Eye Comfort Display, Snapdragon 8 Gen 3 Mobile Platform, 8 speakers with HONOR Spatial Audio, and a large 12,450mAh silicon-carbon battery, all within an ultra-slim 5.79mm and lightweight 595g design. The HONOR MagicBook Art 14 2025 laptop, designed for portability and performance, weighs just 1kg, is only 1cm thick, and features a 1600nit HONOR Eye Comfort Display. These devices, alongside the Magic V5, leverage HONOR Share , a cross-platform file transfer and syncing technology that allows instant content sharing across various operating systems, illustrating HONOR's strategic shift toward becoming a global AI device ecosystem leader.
