Why Thailand Was Chosen as a Strategic Market for Meta AI with Strong Use Cases and How Thais Utilize It
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"Thailand is considered one of the top countries worldwide selected to trial new features before others, especially localized features such as the Thai language, and is among the earliest adopters of Meta AI globally." ,
Paer Damrongmongkolkul, Country Director for Facebook Thailand at Meta, revealed the reasons why Thailand has become a strategic market for Meta, the parent company of the world's largest social media platforms.
"Thais have a very high rate of digital technology adaptation, which has led to Thailand being chosen multiple times to trial Meta AI features before other countries, particularly Thai-language localized features that have been specially customized. Whenever new features are launched, Thais are ready to try and use them first, making Thailand a key testing ground for Meta's new features. Additionally, Meta AI has received very positive reception in Thailand, where users easily and quickly integrate AI into daily life, resulting in continuously growing usage rates and diverse use cases."
Thais are skilled content creators who enjoy videos and animations, driving strong growth in Meta AI usage.
Paer stated thatMeta AIwas launched as an intelligent assistant available across all Meta applications including Facebook, Messenger, WhatsApp, and Instagram, with over 1 billion monthly users worldwide. Out of approximately 3.5 billion users across all platforms, Meta AI usage accounts for 30-40%. Currently, Meta AI is accessible in more than 200 countries and supports over 12 local languages, including Thai.
One key factor driving Meta AI's rapid growth is its easy and free accessibility, as it is embedded within platforms already used by Thais such as Facebook, Instagram, Messenger, and WhatsApp. Users can also access Meta AI directly via the Meta AI app by simply tapping the Meta AI icon in various applications or typing @Meta AI followed by a question in group chats, making it an integral part of daily conversations.
Although no country-specific usage figures have been disclosed, Thailand is recognized as a rapidly growing market, especially in terms of usage for work and interaction contexts. For example, Thais use Meta AI as a chat companion for trip planning or information gathering, frequently engaging in AI conversations about everyday topics.
A recent usage trend is that Thais often use Meta AI to edit photos and create new profile pictures, focusing on creative content such as video creation. Many users upload still images and ask AI to animate them, adding Thai music.
Paer added that Thailand is among the countries with the highest usage of the latest “video animation” feature worldwide, aligning with the increasing popularity of video content consumption. Particularly, Thai entrepreneurs and SMEs use AI to create sales content, enhance product image quality by adjusting backgrounds or lighting, and convert still images into videos to improve advertising effectiveness.
Meta confirms safety amid global concerns and lawsuits against AI.
Regarding safety concerns, Paer affirmed that user safety and privacy are central to Meta AI's development, with key measures including proper and transparent data usage. She explained that the system is trained only on public data and does not use personal or private chat data for model training.
While chat data from AI conversations is processed to help AI better understand users and provide more accurate recommendations—such as suggesting clothing styles users might like—she confirmed that chat data is not used for targeted advertising.
For content moderation and risk prevention, Meta employs a detection system based on Community Standards. If inappropriate content is detected, it is immediately removed. If users pose risky or potentially harmful questions, Meta AI automatically evaluates the content and refuses to respond, considering user age and response appropriateness. Meta also has a dedicated safety testing team (Red Teaming) and collaborates with external experts to continuously test the system and identify vulnerabilities.
Regarding user age restrictions, Meta AI adheres to the minimum age requirements of the platforms through which AI is accessed, such as Facebook or Instagram, requiring users to be at least 13 years old to use these apps with embedded Meta AI.
Meta enforces strict measures to prevent users under 13 from accessing its platforms, including safeguards against unauthorized youth account creation. If users access Meta AI directly via the website, they must verify their age, using the same process as on Meta's main platforms, which is also applied to Meta AI. Paer added further,
Meta organized an event to showcase Meta AI, offering new creative experiences to Thai people.
Recently, Meta Thailand partnered with Bangkok Metropolitan Administration and the Made in Song Wat Association to create a weekend AI experience in the heart of the Song Wat district through the event “A Weekend with Meta AI x Song Wat” held from 28–30 November 2025 GMT+7, making Bangkok the fourth city globally to host such an experience after London, Singapore, and Vietnam.
This event reflects Meta's commitment to integrating Meta AI into Thai lifestyles and inspiring new generations, creators, and communities to experiment with Meta AI as a daily assistant and to seamlessly enhance content. It transformed the historic Song Wat neighborhood into a creative space combining art, culture, and technology, featuring activities such as the “Meta AI Song Wat Fun Run,” a 3-kilometer race with AI-designed routes and recommendations of points of interest.
The "Meta AI Hub" unlocked an interactive creative world where visitors could design personalized postcards or choose exclusive designs from the Meta AI x Sahred Toy collaboration, a renowned Thai artist, sending messages to their future selves via the Meta AI Mailbox to The Future, along with animated art in the Meta AI Interactive Zone and many other activities at the event.
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