Amazon’s latest step in warehouse automation has reignited a critical discussion about the future of human work in an era increasingly dominated by artificial intelligence (AI) and robots. The unveiling of the company’s “Vulcan” robot — capable of “feeling” and performing complex tasks — not only signals Amazon’s ambition to automate physically demanding warehouse duties, but also offers a rare and telling glimpse into the new kinds of jobs that may emerge as AI reshapes the labour market. For Thai workers and businesses, this development holds significant lessons as the Kingdom seeks to navigate its own technological transformation.
As global tech leaders debate whether AI will replace nearly all human roles or simply shift workers into new positions, Amazon’s announcement hints at a hybrid future. On the same day it highlighted Vulcan’s ability to relieve warehouse workers from repetitive and ergonomically hazardous duties (like reaching for high shelves or bending all day), Amazon also detailed the creation of job retraining programs to help existing staff acquire new skills in areas like robotics maintenance. According to the company, robots now play a part in fulfilling 75% of Amazon’s customer orders, and have “created hundreds of new categories of jobs, from robotic floor monitors to onsite reliability maintenance engineers.” The World Economic Forum’s predictions offer context: it estimates that while 92 million jobs may be displaced globally by AI and automation, an even higher 170 million new roles could be created in their wake (TechCrunch).
However, not all workers will transition seamlessly into these new roles. For many individuals in Thailand who work in logistics, retail, or low-skilled positions, the prospect of becoming a robot maintenance engineer or an automation monitor may seem distant or daunting. Some industry experts warn that the retraining programs, while laudable, do not offer a one-for-one replacement of jobs, nor do all workers have the aptitude or inclination to move into technical fields. As one US-based AI startup founder commented, some fear a future where humans, rendered redundant by AI, subsist on government-issued welfare. Yet others, including proponents of the new Amazon model, see the potential for widespread retraining, with workers supervising robots much as clerks now monitor self-checkout lanes or fast-food employees oversee kitchen bots.
From a Thai perspective, these shifts echo familiar dilemmas. The country’s warehouses, logistics providers, and manufacturers — already under pressure from e-commerce growth, regional competition, and a rapidly ageing workforce — have increasingly adopted automation to stay competitive (World Bank, “Thailand Economic Monitor”). However, the digital skills gap, particularly outside Bangkok and among older workers, presents a critical challenge. According to Thailand’s National Innovation Agency, firms in some provinces struggle to find staff with even basic digital fluency, let alone advanced robotics skills (Bangkok Post, June 2024 analysis).
There is also a cultural dimension. The Thai concept of “face” (เกียรติยศ or “kiat”) and the importance of avoiding loss of dignity in the workplace means that abrupt shifts from valued, visible jobs into behind-the-scenes technical roles may provoke resistance, or feelings of exclusion, especially among older generations. At the same time, Thailand’s young workforce, exposed to global trends via TikTok, YouTube, and gaming, is already showing a growing interest in technology-related careers. Universities like Chulalongkorn and Mahidol now offer new degrees and certificate programs in robotics, AI, and data science. The Ministry of Labour is also piloting retraining programs designed to help displaced workers develop essential skills for “Industry 4.0” roles, including automation supervisor and drone operator (Ministry of Labour, Training Programs 2024).
Expert voices stress the importance of a thoughtful transition. A faculty member of engineering at a leading Thai university notes, “Robotic automation is both a challenge and an opportunity. Our job as educators and policymakers is to ensure workers are not left behind, but empowered to learn, adapt, and thrive alongside the new technologies.” Meanwhile, an executive from a Thai e-commerce fulfillment center has started upskilling staff in basics like coding and quality control, reasoning that “humans, even in a high-tech system, are still needed to solve problems robots can’t anticipate.” International case studies reinforce this: German automotive factories and Japanese warehouses, while highly automated, still retain human floor managers, emergency troubleshooters, and maintenance specialists (WEF Future of Jobs Report 2023).
Historically, fears about technology wiping out jobs have accompanied each industrial revolution. In the 19th century, mechanized looms displaced hand-weavers, yet textile production and trade boomed, creating new roles in design, export, and machinery maintenance. The lesson for today’s Thai workforce—and for policymakers—is that while some jobs disappear, more often the nature of work transforms, demanding new skills and a lifelong commitment to learning and adaptation (BBC History: The Industrial Revolution).
Looking ahead, there is consensus among business leaders and labour experts that a “fully bot future” may not emerge overnight. Advanced robotic systems remain expensive, limiting their adoption to deep-pocketed multinational firms, while smaller retailers, restaurants, and local logistics operations in Thailand — the bulk of the national labour market — are likely to maintain a human presence for decades. Furthermore, Thai consumers often prefer human interaction in everyday transactions, from wet markets to healthcare consultations. This inclination may slow or shape, rather than completely halt, wholesale automation across society (Thai Chamber of Commerce, Digital Economy Report 2024).
For Thai policymakers, industry, and workers, the best path forward may lie in a balanced investment in both technology and people. Vocational education must be rapidly modernized to include robotics, coding, and digital problem-solving. Employers should partner with government agencies and universities to create clear, accessible retraining pathways. Individuals—especially those in vulnerable or low-skilled roles—should take advantage of free or subsidized online courses, community tech workshops, or government-sponsored training, preparing themselves for the roles of robot monitor, digital systems operator, or even AI ethics coordinator. Most importantly, a national dialogue — involving workers, employers, educators, and government officials — is urgently needed to ensure that the benefits of AI-driven growth are broadly shared.
To thrive in an AI-bot world, Thai society must not regard technology as an existential threat, but as a powerful tool — one that, if approached wisely, can drive prosperity, innovation, and social cohesion. Readers are encouraged to seek out local training opportunities, support policies that invest in education and retraining, and maintain a lifelong curiosity about the new contours of work. The future will not wait — but with preparation, Thai workers and businesses can help to shape it.
Sources: TechCrunch | World Economic Forum | Bangkok Post | World Bank Thailand Economic Monitor | Ministry of Labour | BBC History | Thai Chamber of Commerce