Mitihoon – CardX, a credit card and personal loan service provider under the SCBX Group, participated in the AWS Financial Services Symposium 2025 (AWS FS Symposium) in Thailand, where Mr. Anuchit Chitpirom, Chief Innovation and Transformation Officer, delivered key insights on “Customer Sharing Practical Framework for Gen AI”
CardX’s Journey: From Core System Modernization to AI Excellence
During the session titled “Banking’s AI Journey: Meaningful Outcome in Enterprise Governance,” Mr. Anuchit shared CardX’s strategic approach to leveraging AI for enhancing customer experience. Following the successful migration of its core banking system for credit card and personal loan services to the cloud, CardX has laid a strong foundation for developing “AI with Soul” through the establishment of its AI Center of Excellence (COE).
“Our experience with live production core systems has taught us that successful AI implementation requires more than just technological capability—it demands a thoughtful governance framework that puts customer experience at the center,” said Mr. Anuchit Chitpirom, Chief Innovation and Transformation Officer at CardX. “are moving beyond experimentation to create meaningful outcomes through hyper-personalization and customer-centric innovation, while maintaining the robust risk management standards our regulators demand.”
Accelerating Toward Becoming a Fully AI-First Organization
CardX has also announced its strategic move toward becoming a true AI-First organization, guided by a vision to position AI as a core enabler across all stages of business operations. The goal is to empower teams to work faster, more accurately, and more creatively through continuous improvement—ultimately delivering exceptional employee-driven experiences to customers at every touchpoint. At the heart of this transformation is the AI 3×3 Strategy, designed to power end-to-end business processes through three key pillars:
- Augment decision and ideation: Leveraging AI as a tool to support strategic thinking, analysis, and creative ideation
- Automate manual work activities: Streamlining repetitive tasks and boosting operational efficiency through automation
- Augment data discovery & automate data management: Elevating data management with greater accuracy and speed, while unlocking deeper business insights
This approach not only enhances CardX’s operational performance but also enables real-time responsiveness to customer needs—laying the foundation for a next-generation financial services organization powered by AI.
Addressing Critical Challenges in AI Scaling
The session addressed specific challenges Thai financial institutions face when scaling Generative AI beyond proof-of-concepts. Mr. Anuchit shared practical approaches for establishing enterprise GenAI governance that effectively balances innovation with risk management, addresses regulatory compliance requirements, and creates sustainable foundations for realizing long-term business value.
Drawing from CardX’s hands-on experience, he discussed the evolution of AI systems toward greater autonomy and deeper integration within customer experience workflows. The presentation covered the most concerning issues observed in AI implementation at scale and provided strategic frameworks for governance and risk mitigation.
Innovation Through Hyper-Personalization
CardX’s AI COE is developing innovative approaches to reimagine customer experience in the financial services sector through hyper-personalization initiatives. These implementations demonstrate how financial institutions can leverage AI to create more meaningful customer relationships while maintaining operational excellence and regulatory compliance.
The company’s approach emphasizes building AI solutions that enhance human connections rather than replacing them, reflecting their philosophy of developing “AI with Soul” that aligns with customer values and business objectives.
Looking Toward an Autonomous Future
Mr. Anuchit also shared his vision for the future of AI in financial services, discussing both the exciting possibilities and the strategic considerations required as AI systems become increasingly autonomous and embedded in customer experience workflows. His insights provided attendees with a roadmap for navigating the complex landscape of AI transformation while maintaining the trust and security that customers expect from financial institutions.
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