Thailand ranks second in daily generative AI use across six Southeast Asian markets, while consumers still produce most local AI activity by token volume, according to a regional report.
The e-Conomy SEA 2026 report from Google, Temasek and Bain & Company says 22% of Thailand’s working population uses generative AI every day, behind Vietnam’s 26% and ahead of Singapore’s 21% and Malaysia’s 20%. Weekly use in Thailand reaches 55%, below Singapore at 62%, Vietnam at 60% and Malaysia at 57%. The report’s adoption measure covers people who used a standalone generative AI app or website at least once during the previous 30 days; it excludes AI features built into wider services. On that measure, Thailand’s rate is 63%, compared with 70% in Singapore, 68% in Malaysia and 65% in Vietnam.
The report also separates consumer activity from corporate deployment by measuring token use, with a token representing an information unit handled by a model during a user exchange. Individuals account for 60% to 65% of Thai AI token consumption; enterprise workloads contribute 35% to 40%. Corporate token shares are higher in Singapore, at 55% to 60%, and Malaysia, at 45% to 50%. The report links stronger enterprise activity in its regional comparison to deeper integration across cloud infrastructure, software development, productivity tools and customer-facing services.
Consumers use AI for practical tasks: roughly 70% of consumer-led activity across the six markets relates to work or study, including research, coding and administrative work. But paid personal accounts are rare, with only 1% to 2% of the SEA-6 population paying for one. The report says around 243 million people, or 58% of the working population in the six countries, now use generative AI, reaching that level within three years. Internet use took more than a decade to reach a comparable level, according to the report.
