Ethical and privacy challenges of artificial intelligence information services among librarians in Thailand

Abstract

The adoption of artificial intelligence in library services introduces significant ethical and privacy challenges, particularly in contexts shaped by emerging data protection regulations. This study examines how librarians in Thailand perceive and navigate ethical issues related to artificial-intelligence-based information services, with particular attention to transparency, fairness, accountability, and data privacy under the Personal Data Protection Act. Using a qualitative approach, semi-structured interviews were conducted with 18 librarians from academic and public libraries. The findings reveal that while artificial intelligence tools enhance service efficiency, librarians face persistent challenges related to limited transparency, unclear governance structures, and insufficient institutional guidance. Privacy concerns—intensified by requirements to comply with the Personal Data Protection Act—emerge as a dominant ethical issue influencing decision-making and user trust. The study contributes empirically by demonstrating how global ethical principles, particularly UNESCO's framework, are interpreted and operationalized in a developing-country context. Based on these findings, the study proposes a contextualized implementation model to support the responsible adoption of artificial intelligence in libraries. The results highlight the need for clearer governance mechanisms, enhanced ethical literacy, and context-sensitive policy development.