Mahidol University's business school released research showing that 56.2% of GenAI users are willing to switch brands based on AI recommendations, with usage already widespread (82.4% use GenAI weekly). The study introduces the "SWITCH Framework"—six strategic pillars (Source Transparency, Well-curated Content, Individualized Communication, Touchpoint Integration, Comparison-ready Content, Human Connection) that Thai SMEs should adopt to compete in this AI-mediated decision landscape. Future brand loyalty now depends on how AI perceives and presents a brand, not just reputation or habit.