Thailand's regulatory framework is shifting from monitoring business policies to examining how technology actually operates. The Trade Competition Commission is drafting new rules for AI, digital platforms, and algorithmic systems—covering pricing, job allocation, driver safety verification, and refund conditions. Key concern: existing 2020 guidelines no longer reflect how on-demand delivery and ride-hailing platforms have evolved into super-apps. Compliance will require companies to explain and take responsibility for their digital systems' design and operation. A new AI Act is also in draft, covering ethics, risks, consumer protection, and accountability.