Thai PBS Hosts AI x Communication Forum to Address Shifts in Audience Behavior
The Thai Public Broadcasting Service (PBS) recently held a research exchange forum titled “AI x Communication: A Research Forum, Opening Space for Exchange”. This event was part of a larger study on the Status of Knowledge and Application of Artificial Intelligence in the Communication Context of Thai Society, supported by the Thai PBS Public Media Research and Development Center.
Leading the project was Assoc. Prof. Dr. Sermsiri Nildam, Dean of the Faculty of Management Sciences at Chiang Rai Rajabhat University, alongside researchers from media and technology sectors. The forum opened with remarks from Piset Chiyasak, Thai PBS Deputy Director for Administration, emphasizing the need for a platform where media professionals can share insights on AI’s growing role in communications, particularly in news creation, consumption, and public engagement.
Focus Areas of the Research
The forum's research centered on three main areas:
- Policy and Organizational Adaptation to AI: How journalism organizations adopt and govern AI technologies.
- Audience Engagement and AI Influence: Concepts around how AI shapes audience behavior and involvement.
- Case Studies & Real-world Application: Practical examples of AI use in media, education, and social communication industries.
AI’s Role in Thai News Organizations
Asst. Prof. Dr. Ekapol Thienthavorn from Thammasat University discussed AI’s impact on Thai news media. The research gathered 85 insights on AI use and included interviews with three media organizations.
Findings showed that AI adoption primarily happens through individual initiatives rather than formal organizational policies. Tools like transcription and voice typing are common, but AI is seen as an assistant—not a replacement for journalistic skills. While draft guidelines for AI use are emerging, ethical concerns remain a major topic. The consensus is clear: AI has both advantages and risks, making it essential to establish a balanced AI ecosystem.
Regulating AI in Mass Communication
Researcher Asst. Prof. Dr. Pitaksak Tisapak from Thammasat University outlined three regulatory frameworks observed internationally:
- Self-regulation
- Co-regulation
- State regulation
Case studies from Singapore, Canada, and the European Union revealed shared challenges, particularly around responsibility in AI usage and protecting personal data.
AI and Content Creators in Media
Asst. Prof. Rawiwan Sappin, also from Thammasat University, presented on AI’s influence on media content creators. With AI evolving quickly, its role among influencers—who hold significant social sway—is becoming more prominent.
Data from Linktree shows Thailand had approximately 9 million content creators in 2025, about 12.86% of the population, with the content creator market growing annually by 25-30%. This highlights the importance of understanding AI’s impact on this expanding group.
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