Thammasat's Dr. Kantira: Thailand's Media Landscape Is Shifting Rapidly as AI Disrupts Jobs and Algorithms Master Consumer Behavior

29 ธ.ค. 2568
13:52 น.

Thailand’s media landscape is transforming rapidly as AI replaces jobs and algorithms analyze consumers in unprecedented detail—understanding their purchasing level and taste. Asst. Prof. Dr. Kantira Chayawong, Assistant Dean for Undergraduate Programs, Faculty of Journalism and Mass Communication, Thammasat University shares key insights on the future of media.

Media companies are replacing older staff with younger generations who align with technology,"

Dr. Kantira explains

While AI threatens roles like proofreading and illustration, it also helps journalism by providing quick research data and verifying information through digital footprints.

Social media algorithms analyze consumers’ purchasing power and taste in detail. Brands must distinguish between what consumers genuinely need versus what they momentarily want.

Sellers must close sales quickly because Want arises instantly but disappears just as fast,"

Dr. Kantira explains

Streaming platforms are shifting strategies from global to local content. Netflix and other platforms increasingly co-invest with Thai producers for Local Content. “The Thai market achieves hundreds of millions of views. Thais are curious, empathetic, and engage actively, making emotional storytelling easily successful,” Dr. Kantira notes. Digital TV adapts by selling content across platforms and creating “Uncut” streaming versions.

Gaming and e-sports are rapidly growing, driven by human desires to compete. Modern games emphasize social dimensions and fantasy over violence, creating new careers like professional gamers and streamers while gaining social acceptance.

For those entering the media industry, Dr. Kantira emphasizes:

Employers prioritize online success and portfolios — outstanding work may be worth."

Essential skills include patience, empathy, cross-generational communication, and deep knowledge across fields for fact-checking. Consumers also need media literacy and financial discipline to distinguish Need from Want as algorithms constantly push purchases.

ภูมิทัศน์สื่อไทย 2567-2568

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