Generative AI as a Tool for Thai Startups: A Conceptual Framework Through Qualitative Study

The rapid emergence of generative AI (GAI) presents significant opportunities and complexities for startups, particularly in culturally distinct ecosystems such as Thailand. This work explores how Thai startups evaluate the appropriateness and responsible adoption of GAI, drawing on the Technology-Organization-Environment (TOE) framework, Diffusion of Innovation (DOI) theory, and the Resource-Based View (RBV). Based on semi-structured interviews with 11 toplevel experts from sectors including FinTech, DeepTech, and AgriTech, we developed the eight-dimensional T-GAINS framework. These dimensions are mapped onto a metatheoretical space that distinguishes internal vs. external/systemic origins and descriptive vs. normative orientations. Our findings revealed that GAI adoption is not only shaped by technical fit and organizational readiness but also affected by knowledge integration and organizational ethical commitment. The results offer practical guidance for startups navigating innovation amid uncertainties and evolving ethical expectations.