SCB Accelerates Consumer Banking with Hyper-Personalized Digital Experiences

Mr. Vitoon Pornsakulvanich, Chief Consumer Banking Officer at Siam Commercial Bank, stated: "The bank is dedicated to delivering a seamless and hyper-personalized financial experience by leveraging the power of AI and Machine Learning to precisely understand each customer's needs. This enables SCB to offer the right financial products and services to each individual. In 2025, the Consumer Bank launched several key solutions, including AI-powered personal loan approval, which significantly enhances the accuracy of risk assessment and speeds up approvals for various types of loans—home loans, hire-purchase loans, and SME loans. We also introduced a comprehensive investment service through an AI advisory chatbot designed for the new generation of investors, and we are raising the standard of customer experience across all touchpoints. Our goal is to design services that are intuitive and accessible, reinforcing our commitment to building long-lasting customer relationships and delivering exceptional financial experiences."

SCB's 4 Retail Banking Excellence Awards in 2025 include:

• Best Retail Bank for Digital CX - awarded by The Digital Banker
• Domestic Retail Bank of the Year - Thailand 2025 - awarded by Asian Banking & Finance (received for the 5th consecutive year)
• AI and Machine Learning Initiative of the Year 2025 - awarded by Asian Banking & Finance
• Best Use of Technology in Retail Banking 2025 - awarded by The Global Economics

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