Krungsri Harnesses AI to Turn Data into Family Insights, Unveiling "Krungsri Happy Family" to Support Every Life Stage

Bangkok (2 June 2026) – Krungsri (Bank of Ayudhya PCL) reinforced its commitment to making everyday life simpler by advancing the use of AI to analyze and interpret customer data—moving from individual-level understanding to the recognition of interconnected family patterns. The Bank introduced “Krungsri Happy Family,” a concept designed to deliver financial solutions that truly understand and support families at every stage of life.
 
“Krungsri has evolved its AI models from analyzing individual behavior to interpreting interconnected, family-level patterns that emerge from spending behavior across life stages—establishing a foundation for understanding customer profiles, daily routines, lifestyle preferences, and attitudes,” said Mr. Tul Roteseree, Krungsri Executive Vice President, Head of Enterprise Data and Analytics Group. “This enables AI to reflect real life more accurately—where financial decisions are rarely made in isolation, but are shaped by the needs of family and loved ones—leading to solutions better suited to helping families achieve their shared goals.”
 
“Our AI is not confined to back-end operations—it now extends to enhancing seamless, convenient service and strengthening customer confidence and trust,” added Ms. Kamolwan Imruthaicharoenchok, Krungsri Executive Vice President, Head of Deposit and Retail Fee Products Division. “We have strengthened its capability to derive richer insights for analysis and processing, informing the design of more meaningful product features that elevate the overall customer experience. AI is a key enabler that helps the Bank understand customers' real needs at every stage of their lives—ultimately deepening that trust.”

For Krungsri, accurate data alone is not enough; what matters is applying insights meaningfully to real life. The Bank believes that care should extend beyond individual customers to the families they love. The focus therefore shifts from product push to a life-based understanding of customers' needs, enabling truly customer-centric solutions.
 
“Krungsri's analysis reveals clear life transitions—from being single to getting married, building a family, and having children—through signals in media consumption, spending behavior, and purchase categories,” said Ms. Yaowaluck Charnyapornpong, Krungsri Executive Vice President, Head of Mass Retail Division. “A key insight is that many parents today are part of the sandwich generation—caring for both their children and their own parents—resulting in heightened financial pressure, greater concerns about the future, and a stronger need for family stability. Using AI to consolidate and interpret these signals allows us to design life-fit solutions that address the pain points at each life stage.”

Krungsri Happy Family translates this insight into action, shifting from individual care to a family-wide view—using AI and data-driven intelligence to design tailored solutions for every family's peace of mind. Whatever the future holds, the aim is to help families move forward with confidence. These personalized solutions span everyday money management to long-term financial planning, including:

• Get more from everyday spending: Krungsri credit card benefits, including double points at supermarkets, the ability to pool points within the family, airport lounge access through point redemption for smoother family travel, and 0% installment plans for education-related expenses.
• Build a child's future: a 24-month tax-free fixed deposit starting from only THB 500 per month, with interest of up to 1.7% p.a., to build saving habits from an early age.
• Comprehensive protection: life insurance providing a lump-sum payout as a financial safety net for the family, and health insurance covering five common childhood illnesses, including dengue fever, influenza, and food poisoning.
• Convenience in emergencies: special car-rental privileges as a backup when the family car is unavailable—keeping children's routines on track.
• Long-term planning: "Plan Your Money" advisory services for holistic financial planning, investment guidance, and retirement readiness for parents.

 
At Krungsri, AI-driven banking is more than technology. AI is a critical tool for harnessing the wealth of customer data in the digital era. Combined with the Bank's expertise and its commitment to comprehensive financial solutions, this marks a step-change toward a truly customer-centric strategy—anchored in real life and centered on the family. In addition, the Bank supports customers through “Krungsri The COACH,” a knowledge hub offering clear, practical financial guidance for everyday life. Aligned with the brand promise “Make Life Simple,” Krungsri aims to reduce complexity across every dimension of financial life and deliver experiences that are simpler, more convenient, and more relevant—becoming a smart, trusted partner that turns data into happiness and technology into sustainable wealth.