Abstract

Purpose The paper aims to analyze the content of the newly published National AI Ethics Guideline in Thailand. Thailand’s ongoing political struggles and transformation has made it a good case to see how a policy document such as a guideline in AI ethics becomes part of the transformations. Looking at how the two are interrelated will help illuminate the political and cultural dynamics of Thailand as well as how governance of ethics itself is conceptualized. Design/methodology/approach The author looks at the history of how the National AI Ethics Guidelines came to be and interprets its content, situating the Guideline within the contemporary history of the country as well as comparing the Guideline with some of the leading existing guidelines. Findings It is found that the Guideline represents an ambivalent and paradoxical nature that characterizes Thailand’s attempt at modernization. On the one hand, there is a desire to join the ranks of the more advanced economies, but, on the other hand, there is also a strong desire to maintain its own traditional values. Thailand has not been successful in resolving this tension yet, and this lack of success is shown in the way that content of the AI Ethics Guideline is presented. Practical implications The findings of the paper could be useful for further attempts in drafting and revising AI ethics guidelines in the future. Originality/value The paper represents the first attempt, so far as the author is aware, to analyze the content of the Thai AI Ethics Guideline critically.