In an era where artificial intelligence (AI) tools like ChatGPT and their rivals are reshaping the workplace, education, and even leisure activities, a notable segment of individuals are actively choosing to resist – or at least question – this digital transformation. As AI becomes an invisible hand guiding everything from web searches to music recommendations, the reluctance to embrace it reflects deeper concerns about human creativity, environmental costs, and the fabric of genuine social connection BBC News.
The rapid integration of AI since the end of 2022 has been remarkable. Generative AI tools now claim more than five billion visits per month, according to analytics firm Semrush, signaling a massive shift in how people interact with information and creative content. For Thai readers who have witnessed digital technologies redefine daily life, from Bangkok’s smart city ambitions to rural e-commerce, the AI wave is both familiar and fraught with complex implications.
Yet, not everyone is swept along. As detailed in a recent feature by the BBC, voices of resistance are emerging worldwide. One communications agency founder in London captured this mood by questioning the value of consuming content created by AI, echoing the sentiment that “why would I bother to read something someone couldn’t be bothered to write?” Her refusal to use AI stems from more than nostalgia; it’s about preserving the “joy, love or aspirational betterment” that she believes only human effort can inject into work and art. She also voices moral objections about replacing staff with technology, especially when those staff are supporting families—an issue familiar to many Thai employees facing automation in retail or manufacturing sectors.
Others, like a yoga retreat owner in the UK, reject AI on environmental grounds, citing the massive energy consumption linked to training and operating large language models like ChatGPT. Studies indicate that a single ChatGPT query can consume up to ten times the electricity of a standard Google search Goldman Sachs report cited via BBC News. This has become particularly relevant as Thailand grapples with its own energy challenges and seeks to balance digital innovation with its commitments under the Paris Agreement. The owner underscores the incompatibility between AI’s resource-intensive nature and her business’s core value of fostering human connection, stressing that many remain unaware of the technology’s environmental footprint.
While some hold out, others have been compelled to make peace with AI out of necessity. An employee in digital marketing confessed to the BBC that she initially saw AI-assisted copywriting as “lazy” and environmentally unsound, but financial and professional pressures forced her to adapt. The shift was prompted by budget constraints and the realization that AI experience was becoming a non-negotiable skill in job postings. “I recently realised that if I don’t implement it into my ways of working, I’m going to get left behind,” she noted, reflecting a dilemma that resonates with many Thai professionals as AI-driven automation encroaches on white-collar and creative jobs World Economic Forum.
There are concerns, too, about the effect of AI on cognitive skills. A Seattle-based public affairs worker worries that excessive reliance on AI could erode people’s ability to solve problems independently. She argues, “If you are feeding simple tasks into ChatGPT then you’re not solving on your own. It’s doing the thinking for you.” Such apprehensions have been echoed in Thai education circles as the Ministry of Education and local universities debate policies on the use of generative AI in classrooms Bangkok Post.
In Thailand, these global debates take on unique dimensions. The balance between embracing automation for productivity and safeguarding traditional livelihoods is particularly delicate. Many small businesses and artisans, from Chiang Mai’s handicraft makers to the floating market vendors, rely on personal interaction and the intangible value of human touch—something many fear AI cannot replicate. Moreover, Thailand’s hospitality sector, a cornerstone of the economy, is built around curated experiences and service excellence. The risk is that over-automation could erode the warmth and attention that set Thai service apart.
The historical context of technology adoption in Thailand is instructive. The country has a long tradition of gradual, sometimes uneven digital transformation, with pockets of rapid change coexisting alongside communities who prize low-tech or personal modes of interaction. From the rise of online commerce during the COVID-19 pandemic to the “Thailand 4.0” policy drive, the nation has encouraged innovation — but often with an eye toward blending old and new Thailand Board of Investment.
Environmental impacts, too, are a growing concern. Thai policymakers and business owners have begun to weigh the carbon costs of new digital infrastructures, especially with frequent warnings about pollution and climate risks from local academics and environmental NGOs The Nation Thailand. As AI is rolled out in sectors like banking and healthcare, the challenge is to ensure that efficiency gains do not come at an unsustainable ecological price.
Looking ahead, it is likely that more Thais will face choices similar to those profiled in the BBC’s report. The pressure to acquire AI skills, whether to stay competitive in the workplace or keep up with digital-savvy peers, is expected to intensify. At the same time, the call to safeguard human creativity, build meaningful careers, and protect the planet will continue to resonate. According to researchers at Chulalongkorn University, the answer may involve “creating an ethical framework for AI adoption that foregrounds human values and environmental stewardship”—a sentiment echoed in numerous international policy discussions Chulalongkorn University Tech Policy Review.
For Thai readers, the debate is not merely academic. As AI-generated content becomes ubiquitous—from government chatbots to the automatic translation of news—the onus is on individuals and institutions to develop new literacies. Critical thinking, adaptability, and ethical awareness will be crucial skills. Moreover, there is a need for practical actions:
- Employers should consult with employees before introducing AI-driven changes, especially in roles where human skills are central.
- Consumers can ask businesses for transparency about the use of AI and its environmental impact.
- Policymakers should invest in public AI literacy campaigns and ensure regulations keep pace with technological advances.
- Educators might encourage students to use AI as a supplement, not a replacement, for learning and self-expression.
Ultimately, the choice to use — or refuse — AI is not just about technology, but about the kind of society Thais want to build. Preserving the uniquely Thai mix of innovation and human connection will require both embracing the best of the digital age and defending the irreplaceable value of human ingenuity.