Although MI GROUP forecasts Thailand's advertising expenditure in 2026 to reach 86,271 million baht, growing only +0.64% and remaining stable compared to 2025 amid economic uncertainties and risks late in the year, a more significant shift lies in the rising new standards of consumers who are simultaneously upgrading their media usage, technology adoption, and purchasing decisions.
Pawat Ruangdejwarachai, Chairman and CEO of MI GROUP, notes that unseen figures in the system, especially digital budgets from SMEs conducting self-marketing and influencer marketing, are expanding substantially and may push total actual advertising spend to 111,603 million baht.
"Consumers in 2026 no longer ask 'Did you see it?' but rather 'Is it worthwhile, trustworthy, and simple enough?'" said Warin Thinprapha, Chief Growth Officer of MI GROUP. He analyzes that 2026 is a turning point where consumer behavior, media, and technology change simultaneously, meaning brands can no longer rely on old communication formulas. Consumers have clearly set new standards, compelling marketers to carefully and thoughtfully adjust their strategies.
Consumers prioritize overall value more than discounts; they expect brands to immediately answer, "What problem does this product solve for me, and how is it better than alternatives?" Thus, value extends beyond promotions or low prices to include quality, experience, and real-life relevance.
In an era where brands can no longer speak for themselves alone, consumers demand verifiable proof—such as genuine reviews, creator content, or real user experiences—because trust has become a critical factor for conversion beyond mere awareness.
Moreover, today's consumers do not seek more information but rather easier decision-making. Brands that communicate with complexity or have cumbersome processes, especially in an AI-driven environment where AI acts as the initial filter and search assistant, will be swiftly excluded from consideration.
MI GROUP points out that the role of media is shifting fully from an awareness engine to a decision engine.
For example, video content has become a point of sale, AI acts as a consumer's decision assistant, and every platform is evolving into a commerce platform. Purchasing in 2026 will not stem from a single platform but from a commerce ecosystem systematically connecting platforms, content, and creators.
Furthermore, within this ecosystem, creators and key opinion leaders (KOLs) function beyond trend creation; they act as trust and conversion engines that transform interest into confidence and ultimately actual purchases, especially in markets where consumers have many choices and trust advertising less.
To win long-term, brands must link online decisions with offline connections. Although AI accelerates decision-making, humans still desire real experiences and human touch to build lasting bonds. Brands that seamlessly integrate online and offline journeys hold a competitive advantage.
"Brands that grow in the AI era are not just those that best understand consumers or platforms but those that comprehend the commerce ecosystem and systematically integrate Brand × Human × AI. AI accelerates decisions, humans build trust, and brands must design unified experiences. This is the core advantage and pathway to sustainable growth amid new consumer standards,"
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