AI Search Is Surging: Why Thai Consumers Are Placing Their Trust in AI-Powered Search

If you've noticed people around you asking ChatGPT or Perplexity instead of Googling, you're not imagining things. This phenomenon is real and accelerating across Thailand.

The Numbers Tell the Story

Statista and SEMrush data from 2025 shows ChatGPT surpassing 180 million users globally, with Southeast Asia recording the highest growth rates. In Thailand specifically, AI Search queries increased over 200% in 2024-2025 compared to the prior year.

Thai AI Search users span diverse demographics: students, business professionals, and everyday consumers seeking clear, direct answers.

Why AI Search Is Earning Consumer Trust

Complex question handling is the core differentiator. Asking "which protein supplement is best for someone who exercises in the morning and has kidney disease" previously required reading dozens of Google results and synthesizing them yourself. AI Search delivers a direct, easy-to-understand answer.

Bidirectional conversation is equally important. Users can follow up, request elaboration, or refine conditions instantly—something traditional Google simply cannot do.

Continuously improving accuracy across models like GPT-4o, Gemini 2.0, and Claude means answers are increasingly reliable and trustworthy.

How Thai Consumers Use AI Search

Observation and data analysis reveal three primary use cases: deep information gathering (comparing products), planning (travel, business plans), and learning new skills.

Health, financial, and high-value purchase queries show the largest increases—indicating genuine trust in AI for important decisions.

Business Implications

The shift toward AI Search directly impacts Thai businesses. Google Search traffic is declining in Informational query categories. Meanwhile, businesses cited by AI Search engines receive higher-quality brand awareness.

Businesses wanting to appear in AI Search answers must create high-quality, authoritative content that answers specific questions well—the core of Answer Engine Optimization (AEO).

Key Takeaways

• AI Search grew 200%+ in Thailand during 2024-2025 and continues accelerating
• Complex question handling and bidirectional conversation are the primary trust drivers
• Health, financial, and high-value purchase queries show the largest AI Search growth
• Informational Google traffic is declining as AI Search claims more share
• AEO is the critical strategy businesses must begin investing in immediately

FAQ

Q: Will AI Search actually replace Google Search?
A: In the short term, AI Search will coexist with Google rather than replace it. Long term, traditional search's role may diminish especially for informational queries.

Q: How should Thai businesses prepare for AI Search growth?
A: Start by creating high-quality content that answers specific questions, implement proper Schema Markup structure, and build Brand Authority through citations from credible sources.

Q: How does AI Search benefit small businesses?
A: AI Search reduces the budget advantage of large brands because AI weights content accuracy and relevance over advertising spend. Small businesses with genuine expertise have real competitive opportunities.