Thai Perspectives on AI Governance: Navigating Unique Realities Amidst Global Trends

With the recent successful approval of the AI Act in the European Parliament, policymakers worldwide are gearing up to develop comprehensive governance frameworks to support AI development and protect its users. Thailand, with its overarching national AI roadmap, is also developing a legal framework similar to the EU AI Act. However, it is crucial to note that Thailand’s unique context may not align perfectly with the EU’s approach. Diligently monitoring the effects and consequences of EU AI Act implementation, adapting to Thailand’s unique context, and leveraging Thailand’s capabilities to shape the country’s AI governance framework is of paramount importance.

On 9 February 2024, the AI Governance Clinic (AIGC) by the Electronic Transaction Development Agency (ETDA) conducted a webinar whereby Thai experts on AI gathered to discuss the direction of AI governance in Thailand. The AIGC, a leading authority in AI governance, plays a pivotal role in shaping the future of AI in Thailand. Unarguably, the experts point out that AI markets in Thailand are growing at an exponential rate; the adoption of AI in day-to-day business operations, as well as the number of AI developer startups, require effective governance to ensure the promotion of Thai AI to the international level and protection of users in the local level. Nonetheless, Thailand now lacks a clear governance direction, whether strong comprehensive AI regulations or self-regulation would be required and sufficient in Thailand’s context. 

In the interview on Policymakers set to prepare more AI rules with Bangkok Post given by the executive director of the ETDA, he mentioned that “Thai regulators view that Thailand is not in a rush to issue and impose strong and comprehensive AI regulations”. He also mentioned that “ETDA has prepared a draft law on the application of AI with good governance; such draft law will also govern the standardization of contracts between service providers and users of AI products or services and that the standardization of contracts would prevent problems arising from the users not knowing or not understanding the complex systems of AI”.  

Without a solid and specific regulation, the ETDA prioritizes AI literacy, underscoring the importance of empowering users with the knowledge to discern and mitigate the risks associated with AI technologies, particularly concerning the proliferation of AI Deepfakes. The threat of AI Deepfakes, a type of Generative AI that can create synthetic media, whether still or moving images, voices, and sounds, creating an indistinguishable virtual identity of an individual, is a pressing concern. AI Deepfakes are often used in disinformation and hallucinating facts; the victims falling for AI Deepfakes, whether monetary damaged or not, are said to have been “AI Hallucinated.” While generative AI brings as much creation into modern society as possible, limits should be imposed. With this intricacy of balancing between the right amount of regulations, and the freedom to foster and promote new AI innovation, regulating AI requires the regulator to be very delicate in regulation drafting.

As Thailand charts its course forward in AI governance, it has a unique opportunity to not just follow global trends, but to lead. By leveraging its unique strengths and capabilities, Thailand can co-create a governance framework that not only addresses emerging challenges but also fosters innovation and inclusivity. By fostering collaboration between stakeholders, monitoring the impact of regulatory interventions, and embracing adaptability, Thailand can carve a distinctive path toward AI governance that reflects its values, aspirations, and economical and societal needs.

Author: Panisa Suwanmatajarn, Managing Partner.

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