SAP: Thai AI Spending Lower Than Global Average

MGR Online•Economy•1d ago

Reader Briefing

A study by SAP and Oxford Economics shows Thai businesses spend less on AI than the global average but expect significant growth in investment and ROI.

•Thai companies average 18.3 million USD in AI spending this year, compared to a global average of 28 million USD.
•AI investment in Thailand is projected to grow by 44% over the next two years.
•The SAP Value of AI Report 2026 surveyed 2,600 business leaders across 13 countries, including 200 from Thailand.
•78% of Thai businesses view Agentic AI as having moderate to very high potential to transform their organizations.

Overview

•Thai companies average 18.3 million USD (approximately 602.9 million baht) in AI spending this year, while the global average is 28 million USD (approximately 922.5 million baht).
•Expected AI investment for Thai businesses is projected to increase by 44% over the next two years.
•Thai businesses expect an AI return on investment (ROI) of 18% this year, increasing to 35% in two years.
•24% of Thai business tasks currently use AI, with a projected increase to 42% in two years.
•70% of Thai businesses identify data quality or availability as a challenge hindering increased AI ROI.
•74% of Thai businesses report employees occasionally using external AI tools without formal approval or governance.
•Kulvipa Piyawattanmetha states that AI governance is fundamental to unlocking AI value.
•Kulvipa Piyawattanmetha suggests Thai businesses must integrate AI with data and processes to create an Autonomous Enterprise.

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Key Quotes

Kulvipa Piyawattanmetha

"Thai businesses are transitioning from AI experimentation to actual implementation, and we are starting to see this momentum reflected in increased returns."

ธุรกิจไทยกำลังเปลี่ยนผ่านจากการทดลองใช้ AI ไปสู่การนำ AI ไปใช้งานจริง และเราเริ่มเห็นแรงขับเคลื่อนดังกล่าวสะท้อนออกมาในรูปแบบของผลตอบแทนที่เพิ่มขึ้น

Kulvipa Piyawattanmetha

"Creating real value from AI is not easy because it requires a new approach."

การสร้างมูลค่าที่แท้จริงจาก AI ไม่ใช่เรื่องง่ายเพราะมันต้องอาศัยแนวทางใหม่

Key Entities

Organization

SAP SEℹ️

A company that conducted a study on the value of AI in businesses.

Oxford Economics

A partner in the study regarding AI spending and ROI in businesses.

SAPℹ️

The organization where Kulvipa Piyawattanmetha serves as Managing Director for Indochina.

Place

Thailand(ประเทศไทย)ℹ️

The location where the analyzed businesses are operating.

Person

Kulvipa Piyawattanmetha(กุลวิภา ปิยวัฒนเมธา)

Managing Director for the Indochina region at SAP.