Ipsos's 2026 CX Global Insights report reveals Thai customer satisfaction with brands has declined significantly from 73% to 64% year-over-year. Despite AI adoption trends, only 10% of Thai consumers accept fully autonomous AI service management—employees remain the primary driver of positive experiences across almost all sectors. The report identifies a critical gap: customers with emotional brand loyalty score NPS at +63 versus -29 for unmet needs (92-point spread), suggesting brands should prioritize emotional engagement beyond satisfaction. Key friction points include poor resolution rates (only 35% complete), slow service, technology failures, and lack of transparency.