Opening Remarks with SCBX AI Journey

Keynote: Opening Remarks with SCBX AI Journey

Sutirapan Sakkawatra, Chief Customer Officer, SCBX

AI is no longer a future concept—it is already reshaping Thai consumers’ expectations, behaviours, and decision-making. The in-depth study of how Thai consumers perceive AI, what they expect from organizations, and what must be redesigned to build trust and long-term advantage.