UNDERSTANDING AI ADOPTION INTENTION IN ORGANIZATIONS: EVIDENCE FROM THAILAND

Abstract

Artificial Intelligence (AI) has become a key driver of organizational innovation and competitiveness. However, limited empirical evidence exists regarding the factors influencing AI adoption intention, particularly in emerging economies. This study examines the effects of AI awareness, perceived AI benefits, and AI readiness on AI adoption intention among organizations in Thailand. Data were collected from 108 respondents representing a diverse range of industries and organizational sizes. Descriptive findings indicate that AI adoption has become increasingly widespread among Thai organizations, with approximately 80% of respondents reporting regular or occasional use of AI in their work. Furthermore, 40.7% of organizations had already implemented AI for one to three years. ChatGPT (72.0%) and Gemini (61.7%) emerged as the most widely used AI tools, while customer and market analysis (69.4%) and content creation and advertising (68.5%) were identified as the most desired areas for future AI application. Multiple regression analysis was employed to test the proposed relationships. The results indicate that the regression model is statistically significant and explains 51.4% of the variance in AI adoption intention (R² = 0.514). Among the examined factors, AI readiness was found to be the strongest predictor of AI adoption intention (β = 0.485, p < 0.001), followed by AI awareness (β = 0.332, p = 0.001). In contrast, perceived AI benefits did not exhibit a significant effect on AI adoption intention (β = −0.035, p = 0.697). The findings highlight the importance of organizational readiness and AI awareness in shaping AI adoption intention. The study contributes to AI adoption research and provides practical insights for accelerating organizational AI adoption.