Thai organisations on the right digital track

But awareness of GenAl still lags behind global trends, Deloitte survey finds

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Thai organisations are increasingly integrating digital into their core operations, according to the Deloitte Thailand Digital Transformation Survey 2025.

Although technology continues to evolve rapidly, adaptability remains a critical factor for organisational survival and competitiveness. In addition, the adoption of Generative AI (GenAI) is becoming more widespread.

In 2025, the status of Thai organisations in their digital transformation journey remains consistent with the findings from last year's survey. The largest proportion of organisations (44%) are in the “Doing Digital” stage, followed by 28% in “Becoming Digital” and 15% in “Being Digital”.

Meanwhile, the “Exploring Digital” and “Digital Laggard” groups remain in the minority, accounting for 10% and 3%, respectively. These findings indicate a more balanced and cautious approach to digital strategy.

Thai organisations no longer see digital transformation as a technology experiment, but are now integrating digital into their core business structures with a focus on delivering tangible outcomes.

The top three successful results from digital transformation initiatives among Thai organisations are: increased employee productivity (67%), improved customer experience (61%) and reduced cost (58%). These reflect a strong focus on investments that yield rapid results. Notably, organisations with higher digital readiness are significantly more likely to introduce new products and services.