SCBX Group is well aware that the success as an AI-driven organization depends not only on the integration of advanced technologies but also on the systematic centralization, governance, and management of data to enable consistent value creation and enhance competitive advantage. Therefore, DataX—as the Group’s COE for Data and AI—is tasked with leading SCBX Group’s transformation into a ‘Data-Centric Organization’ through data centralization, robust data management, and data-driven value creation, under the three strategic horizons.
During 2020-2024, SCBX Group through DataX developed an enterprise-level data platform to support basic data analytics among subsidiaries. This initiative was further expanded to consolidate and integrate data across subsidiaries to establish the ‘Group Data Platform’ as a centralized data hub to enhance the Group’s ability to fully harness big data.
In 2025, SCBX Group advanced into Horizon 2 and 3, with a strong focus on optimizing data and developing an enterprise-level AI platform, ‘aGenX.’ Designed as a key enabler of AI innovation, aGenX aggregates AI capabilities across group companies, reduces duplication in solution development, enhances resource sharing, and accelerates the deployment of practical AI use cases. The platform also empowers group companies to rapidly adopt and scale AI applications with flexibility, underpinned by responsible AI principles and robust oversight.
With its maximized flexibility and accelerated time-to-impact, the aGenX platform has enabledgroup companies to develop and scale multiple AI use cases, including
Assessing Debt Collection Calls with AI
To improve the quality assessment of debt collection calls, Card X Company Limited (CardX) introduced a smart automated system powered by generative AI, speech-to-text, and Large Language Model (LLM) technologies. The system delivers a comprehensive evaluation of Thailanguage conversations, encompassing regulatory compliance, service quality standards, and communication effectiveness. Furthermore, the system can automatically generate detailed assessment reports with actionable recommendations to debt collection staff. This innovation has significantly increased work efficiency, reduced evaluation time, and expanded assessment capacity by over
Investment Advisor Chatbot AI Agent
A chatbot to assist customer service staff by examining and retrieving data from daily operational databases to address customer inquiries more efficiently, reducing manual workload, and enhancing service quality and capacity.
AI Coaching by SCB Wealth
An AI-enabled system to enhance employee skills through scenario-based simulations and role-playing. The system replicates customer interactions, provides real-time analysis and recommendations, and is accessible anytime and anywhere.
Employee Service Chatbot
A chatbot that functions as a centralized information hub for SCBX employees, addressing inquiries related to company policies, employee benefits, and leave entitlements—thus improving work efficiency and elevating employee experience.
Advanced Reputation Intelligence System (ARIS)
An AI-powered solution to conduct realtime user sentiment analysis across digital channels 24/7 to identify emerging issues that may impact SCBX Group’s reputation. Upon detecting potential risks, the system alerts relevant units and provides dashboardlevel insights with drill-down functionality to identify root causes and support proactive response.
In parallel, SCBX Group is well aware that the success as an AI-driven organization depends not only on the integration of advanced technologies but also on the systematic centralization, governance, and management of data to enable consistent value creation and enhance competitive advantage. Therefore, DataX—as the Group’s COE for Data and AI—is tasked with leading SCBX Group’s transformation into a ‘Data-Centric Organization’ through data centralization, robust data management, and data-driven value creation, under the three strategic horizons.
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Learning Journey of Digital Employee
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