A Survey Study of ChatGPT Adoption in Northern Thai OTOP Skincare and Herbal Cosmetic

This study examines entrepreneurs’ adoption of AI tools for content creation in Thailand’s One Tambon One Product (OTOP). We evaluated the entrepreneurs’ readiness to incorporate AI tools like ChatGPT in their Social Commerce strategies using a quantitative approach. Our findings discussed under the Technology Acceptance Model reveal a positive inclination toward using ChatGPT for content creation. This research contributes to the discourse on digital adaptation in traditional business models, emphasizing the potential of AI-based ChatGPT to sustain businesses throughout economic adversities. It also opens avenues for further investigation into the strategic implementation and enduring adoption trends of AI tools in S-Commerce.