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1、CoverResearch IntelligenceHyper-personalization:September 2024Krungsri ResearchGiving banks AI-powered insight into their customersContentsIntroduction3What is hyper-personalization and why does it matter?4AIs role in hyper-personalization 7AI and hyper-personalization in the banking industry 9Krung

2、sri Research view:The path to success in hyper-personalization14References16Subscribe UsDisclaimerUnless explicitly stated otherwise,this publication and all material therein is under the copyright of Krungsri Research.As such,the reuse,reproduction,or alteration of this text or any part thereof is

3、absolutely prohibited without prior written consent.This report draws on a wide range of well-established and trustworthy sources,but Krungsri Research can make no guarantee of the absolute veracity of the material cited.Moreover,Krungsri Research will not be held responsible for any losses that may

4、 occur either directly or indirectly from any use to which this report or the data contained therein may be put.The information,opinions,and judgements expressed in this report are those of Krungsri Research,but this publication does not necessarily reflect the opinions of Bank of Ayudhya Public Com

5、pany Limited or of any other companies within the same commercial group.This report is an accurate reflection of the thinking and opinions of Krungsri Research as of the day of publication,but we reserve the right to change those opinions without prior notice.For research subscription,ContentsIntrod

6、uctionHyper-personalization:Giving banks AI-powered insight into their customers3The stream of new technologies flooding into everyday life shows no signs of abating,and among the most recent of these,artificial intelligence(or AI)has been one of the most prominent.Discussion around the impacts of A

7、I has been very widespread,and AI technologies have rapidly found uses across almost all parts of the economy,The rise of Generative AI(GenAI),or creative artificial intelligence,which can perform various tasks such as content creation,summarization,translation,human interaction,coding,data analysis

8、,and providing recommendations,has prompted many industries,including the banking sector,to explore how AI can be leveraged to develop innovative customer service solutions.Amidst intense competition,data-driven banks can utilize AI to interact with customers by analyzing and processing large volume

9、s of data.This allows for quick and accurate predictions of individual customer needs,enabling banks to offer tailored financial products or services that precisely meet customer requirements.This approach,known as“Hyper-personalization”,allows banks to cater to each customer as if they fully unders

10、tand their preferences.Nathanon RatanathamwatSenior APimnara Hirankasi,Ph.D.Head of Research Division and Chief EParinya MingsakulA+662 296 2980andIn the modern era,people seek products or services that align with their lifestyles and express their unique individuality.This has led businesses to dee

11、ply understand customer behavior in order to ensure that their products and services can fully and accurately meet the needs of each customer.Since a greater understanding of consumer demand translates into improved business opportunities,the outcome of these changing conditions is that companies ne

12、ed to gain greater insight into individual consumer behaviors and to ensure that their offerings target these in the most comprehensive way possible.In recent times,personalized marketing strategies have gained significant popularity.Businesses often analyze historical data related to consumers on a

13、 group or individual basis,and then offer products or services that specific groups or individuals may be interested in.This approach is known as personalization.This might include,for example,sending out personalized emails or messages to customers that recommend products based on an analysis of kn

14、own preferences,behaviors,purchasing records,and search histories.However,these older approaches to personalization,which segment the market based on broader demographic considerations such as sex,age,income,or preferences and likes,and that are based solely on a consideration of historical data,are

15、 not capable of accurate.As a result,businesses are exploring new ways of gaining in-depth,individualized consumer insight and then using this to fine-tune their offerings to the personal needs of particular consumers.This has then fed into the development of hyper-personalization,a new approach cal

16、led hyper-personalization,which is a more advanced and effective form of personalized marketing,has emerged,offering businesses the ability to create a stronger impression on customers.The key driver of this strategy is the use of AI to process big data in real-time,enabling businesses to gain a dee

17、per understanding of customer needs.,for example,shopping and browsing behavior,financial habits,lifestyles and interests,current location,and preferred purchasing channels.Hyper-personalization depends on the sequential use of a range of technologies and approaches.(i)The collection and aggregation

18、 of big data that provide an in-depth profile of individual consumer identities,preferences and behaviors(the who and the what).(ii)The processing and precise prediction of customer needs allow companies to engage in accurate forecasting of consumer demand,which can then be used to build product and

19、 service offerings and to develop personalized promotions and recommendations that respond precisely to demand at the individual level(the whats next).(iii)Finally,marketing content can be generated on the fly according to individual circumstances and needs.Hyper-personalization therefore offers com

20、panies the possibility of developing much more firmly grounded and individualized customer relations,and to do so in real time.For example,if a customer is considering buying a new car and is in the process of test-driving one with a dealer,a bank can now instantly and automatically prepare a promot

21、ion offering auto loans or appropriate financial advice tailored to that individuals circumstances and then send this to him or her via email or SMS,or through a banking app.4What is hyper-personalization and why does it matter?Hyper-personalization:Giving banks AI-powered insight into their custome

22、rs5Source:Yuty,The Asian banker,and Krungsri Research Data UtilizationPersonalizationDemographics and previous purchases data Basic predictions based on historical trends Hyper-PersonalizationReal-time data and individual behavioral dataGreater prediction accuracy through advanced AI for processing

23、complex and real-time data Predictive capabilities Customized experience by specific group character Unique,individualized experience Customer ExperienceWidespread interest in hyper-personalizationBecause hyper-personalization opens the way for businesses to build competitive advantage,interest in t

24、he area is growing and many companies plan to develop their abilities in this area.Brainy Insights thus estimates that while the global market for hyper-personalization had a value of USD 18.9 billion in 2023,this will rise to USD 74.8 million by 2033,1/thus growing by some 41%CAGR in the period.Sim

25、ilarly,a 2023 survey by MMA Global2/found that since this was a favored way of building customer engagement and loyalty,44%of companies worldwide planned to expand their dependence on individually targeted goods and services.3/1/https:/ Marketing Association)Global is a non-profit association with m

26、ore than 800 members drawn from the ranks of leading global corporations(e.g.,Uber,Mastercard,Meta,Google,Citi,etc.)The association is focused on accelerating transformation and innovation in marketing through the use of mobile and other new technologies.The organization works on research,identifyin

27、g and promoting best practices,and building business networks with the goal of helping businesses improve the efficiency and effectiveness of their marketing efforts.3/The survey analysis is based on responses from 102 chief marketing officers working in countries around the world.For more details,s

28、ee:https:/ 1Differences between Personalization and Hyper-personalizationHyper-personalization:Giving banks AI-powered insight into their customers6One prominent example of how hyper-personalization frameworks and processes can be deployed is provided by Netflix,the global provider of entertainment

29、streaming services.Netflix uses AI to understand and analyze data drawn from customer interactions,including when users typically consume streaming services,the devices that they use for this,and when they may skip or pause programs.This allows the company to tailor the films,series or other content

30、 that it suggests to viewers,and to do so day-by-day as the AI anticipates how a viewers interests or consumption of media is likely to change.Moreover,as AI has become more advanced,Netflix has been able to extend its capabilities in this area,most recently moving into the development of a large la

31、nguage model(LLM)4/that powers a chatbot giving conversational recommendations to viewers.5/This thus helps to add value to the viewing experience,and indeed Deloitte estimates that a full 60%of Netflixs income stems from its efforts to build a hyper-personalized experience.6/Many other companies ar

32、e deploying hyper-personalization technologies and techniques to likewise build an improved customer experience and to develop new business opportunities,though these changes are particularly clear within the retail sector.One example of this within the Thai context is Lotuss and its My Lotuss app,w

33、hich uses AI to support big data analytics capabilities.Because this then provides the company with much clearer insight into consumer behavior,Lotuss is better able to generate targeted promotions for consumers that track the changing demands of particular shoppers.7/4/Large language models,or LLMs

34、,are AI systems built on neural networks or foundation models that have been trained on vast datasets.This enables the AI system to understand and communicate with human users through natural language.5/https:/ Lotuss AI Big data|Techsauce18.974.920232033Source:Brainy Insight,Krungsri Research CAGR=

35、41%Figure 2Value of the Market for Hyper-personalization(USD)Hyper-personalization:Giving banks AI-powered insight into their customers7AIs role in hyper-personalizationA survey conducted by McKinsey&Company and Stanford University in 2023 found that globally,more than a quarter of companies had dec

36、ided to use AI to help develop the goods and services that they sold,and that AI is playing a greater role in sales and marketing.In detail,23%of companies were now using AI to personalize marketing efforts,the second most common use of AI after contact-center automation (Figure 3).8/26%23%22%22%19%

37、Contact center automationPersonalizationCustomer acquisitionAI-based enhancements of productsProduct feature optimizationSource:McKinsey,Stanford University As described above,AI has a central role to play in hyper-personalization processes,partly because the technology is able to undertake the anal

38、ytical and creative tasks traditionally associated with respectively left-and right-brain activities in humans.In detail,the following AI subfields are making a major contribution to hyper-personalization.Predictive AI(PreAI)assists business decision making by helping to provide expert assessment of

39、 the possibility or likelihood of particular outcomes occurring.This is thus a typically left-brain activity covering logic,calculation and assessment.Within the domain of hyper-personalization,PreAI is used as a tool to help businesses analyze and understand their customer base and to provide in-de

40、pth insight into market demand.This can also be used to determine the offers best suited to individual customers.Generative AI(GenAI)9/particular abilities lie in its capacity to generate novel and creative responses to inputs.This includes areas such as creating new content that matches a consumers

41、 interests or designing a customer journey through all stages from an individuals initial contact with the company to their becoming a customer of it.This thus parallels traditional right-brain activities that are creative or that require the adoption of a holistic perspective.In addition,GenAI is a

42、ble to interact with human users using natural language,typically via a chatbot,and so GenAI is now being used to power virtual assistants that can instantly respond to customer queries or other types of instructions.8/https:/aiindex.stanford.edu/wp-content/uploads/2024/04/HAI_AI-Index-Report-2024.p

43、df9/For more details,see https:/ 3Most Commonly Adopted AI Use CasesHyper-personalization:Giving banks AI-powered insight into their customers8App usageWebsite behaviorApp geolocationLoan behaviorProduct behaviorAccount transactionsCard historiesRisk profileA generative algorithm designed to create

44、new content based on existing data.Generative AIA predictive algorithm designed to forecastbehaviors and risks.Predictive AIAdaptive AIAn adaptive algorithm designed to adjust its performance based on feedback.Conversational AIA language algorithm designed to communicate human-like dialogue.10/https

45、:/ ResearchIn addition to the two types of AI described above,other AI types may also be used to improve the development of hyper-personalization.One of these is Adaptive AI,which is able to evolve by incorporating historical data or experiences into its modeling processes,and because this allows th

46、ese systems to adapt intelligently to novel situations,these can be deployed across a wide range of use cases.Adaptive AI thus offers additional benefits in terms of developing customer relations and responding to customer queries,and in better targeting personalized advertising.10/Conversational AI

47、 also has a role to play here,and as its name suggests,this allows AI to instantly converse with customers with markedly differing needs or interests.The capabilities offered by these AI systems are thus helping both to make hyper-personalization a reality and to improve its responsiveness to consum

48、er demand.Figure 4Using AI to Develop Hyper-personalization SystemsHyper-personalization:Giving banks AI-powered insight into their customers9AI and hyper-personalization in the banking industryOver the past few years,banks have been stepping up their investments in AI,and so the Association for The

49、 Advancement of Artificial Intelligence estimates that from a value of USD 46 billion in 2023,the value of the banking AI market will grow by some 35%CAGR to a total of around USD 277 billion by 203311/(Figure 5).The 2023 McKinsey and Stanford survey cited above also shows that more than 1 in 5 play

50、ers in the financial services industry are using AI in sales and marketing,and in the development of goods and services connected to hyper-personalization(Figure 6).Source:The Association for The Advancement of Artificial Intelligence,Krungsri Research11/The banking and finance industry is the secon

51、d most tech-intensive part of the economy,coming after only the healthcare industry source:Artificial Intelligence Market Size,Share,Growth Report 2030()46.063.686.9116.8156.5208.7277.72024202520262027202820292030CAGR=35%31%28%22%20%14%14%Service operationsRiskMarketing&salesProduct/service developm

52、entStrategy&corporate financeOthersSource:McKinsey,Stanford University Figure 5Value of the Market for AI in Banking and Finance(USD billions)Figure 6AI Adoption and Uses in Banking,as per 2023 SurveyHyper-personalization:Giving banks AI-powered insight into their customers10The role of hyper-person

53、alization in the banking industryThe banking sector has long been a keen adopter of new technology,which it has then used to better match its offerings to consumer needs.Most recently,a 2024 survey by Salesforce showed that 61%of consumers wanted banks to offer financial advice that was tailored to

54、individual customer needs,12/and so hyper-personalization is becoming a key factor in winning customer loyalty and for demonstrating clearly and unambiguously that the customer is at the heart of enterprise activity.Moreover,both banks and consumers benefit from expansion in the use of hyper-persona

55、lization,the most important examples of which are described below.12/The survey respondents comprised 6,058 individuals in 12 countries,including Australia,Brazil,France,and the US.For more details,see:financial-services-report.pdf()Figure 7Innovations in Banking Customer ServiceThe decade of hyper-

56、personalization 2020sMobile-based on-the-go banking2010sWidespread adoption of 24/7 online banking2000sSource:HCL tech,and Krungsri ResearchBenefits for consumers of hyper-personalization1)Improved customer experienceHyper-personalization helps to guide customers almost instantly to goods and servic

57、es that are a very good match for their needs,and so this naturally generates a more pleasant customer experience.This is partly because AI helps to rapidly anticipate individual needs and then to recommend financial products(credit,savings,or promotions)that are appropriate for that particular cust

58、omers lifestyle,with this information delivered in a format and through channels that are individually chosen.Information and recommendations can even be generated and presented to customers when they are online or looking for information on particular financial products.For example,while a customer

59、 is filling out a loan application on a website,AI can process the customers data and enable the bank to immediately contact the customer with financial advice and/or offer loans that are both attractive and suitable for the customers risk profile.Overall,hyper-personalization will help to provide c

60、onsumers with a seamless customer experience that optimizes the choices with which they are presented,and this is unlikely to do anything other than improve customer relations.Hyper-personalization:Giving banks AI-powered insight into their customers1113/https:/ results are from a survey of 3,001 co

61、nsumers in countries including the US,the UK,Australia and Japan.For further details,see:https:/ are able to amplify their hyper-personalization efforts by using virtual assistants when customers contact the bank through smart chatbots or via call centers,and since this will accelerate responses and

62、 improve their accuracy and utility,the customer experience will be further improved.2)Helping customers meet their financial goalsAn additional benefit of hyper-personalization is that because AI can process data to help banks understand each customers financial goals,behavior,and financial status.

63、This enables banks to design financial products,offers,or savings plans tailored to the specific goals of each customer.In addition,AI can help banks to improve their apps by powering a tracking dashboard that displays details on that customers financial data together with individually targeted reco

64、mmendations or product promotions,which will all then help this individual achieve his or her goals.Benefits for banks of hyper-personalization1)Revenue and business opportunitiesBanks have multiple ways to generate revenue through hyper-personalization,starting with recommending related and benefic

65、ial products or services that customers may not be aware of or have yet to access.Additionally,banks can expand opportunities by partnering with business partners to offer products from those partners that align with customer interests,alongside the banks financial services.A study by McKinsey repor

66、ts that personalized marketing can increase revenue by up to 15%.and lift the marketing return on investment(ROI)by up to 30%.13/Likewise,a paper by BCG indicates that the use of personalized marketing may increase a banks earnings by up to 10%.14/2)Improved customer retentionWhile digital banking h

67、as greatly enhanced the customer experience,it has also made it much easier for customers to compare and switch between banks.To make matters worse,a 2023 survey by Accenture revealed that over 42%of consumers cannot clearly distinguish between financial service providers in the digital age.,and thi

68、s lack of perceived strong differentiation between providers of financial services is expected to weaken customer loyalty further.However,hyper-personalization is likely to be one solution that will help to shore up efforts at customer retention.Thus,a survey by Twiloin 2023 showed that if the servi

69、ce that consumers receive from a business is highly personalized and responsive to their particular needs,56%of respondents would continue to support that company.When banks deeply understand customers past behavior and preferences and can predict their needs through intelligent AI,it encourages cus

70、tomers to continue using the banks services without switching to competitors.Hyper-personalization:Giving banks AI-powered insight into their customers12Figure 8Benefits of Moving to Hyper-Personalized Services Hyper-personalization17/https:/ Krungsri ResearchDrawbacks from Lack of Hyper-personaliza

71、tionSlowed business agilityPoor customer experienceLoss of operational resilienceRevenue lossHampered ability to improve products and services Increased costsBenefits of Hyper-personalizationIncreased customers satisfaction,engagement,and loyaltyBoosted conversion rate Improved ROI on marketing spen

72、ding Increased customer lifetime valueReduced customer attrition Data is the key elementDeepening customer engagement through AI-powered hyper-personalization is dependent on access to high-quality customer data,for example,transaction and purchasing histories together with data on online and social

73、 media activities.In addition,companies may draw on customer feedback and surveys of customer opinions,so for example,Bank of America(BofA)has used a survey of 50 million consumers to guide the personalization of its services.17/However,if a banks technological infrastructure or information manageme

74、nt services are inadequate,assembling and analyzing big data resources may be problematic.In particular,problemscan arise if data remains siloed in different departments or access is otherwise limited since this will necessarily limit the extent to which this can inform business decisions.Even AI is

75、 advanced,human involvement remains essentialAlthough AI can recommend products or services tailored to customers as a virtual assistant,some interactions still require human involvement,whether that be because some customers respond more positively to the human touch or because in some situations,h

76、umans still deliver a better service than do their AI peers.For example,AI chatbots have an exceptional ability to respond to user input directly,immediately and without ever tiring of their job,but these still show weaknesses in many areas,especially when answering more complex enquiries and interp

77、reting a customers emotional state.A study by Accenture(2024)18/indicates that banks can increase their revenue by up to 6%within three years by integrating AI and human collaboration to provide wealth management advice,tailor products to individual customers,and enhance customer service in contact

78、centers,among other improvements.Hyper-personalization:Giving banks AI-powered insight into their customers13Examples of AI hyper-personalization in the banking industryMUFG has partnered with Amazon Web Services(AWS)to use cloud-based AI systems(both GenAI and other types of AI)to improve its custo

79、mer services,and this has then allowed the banking giant to accelerate the development of personalized banking.Moreover,shifting from on-premise data centers to AWS cloud-based services has allowed MUFG to achieve 20%savings in the management costs associated with the maintenance of its IT infrastru

80、cture.19/JP Morgan is now using AI to build new products and to develop individualized customer experiences within its personalized banking arm,and by 2022,this had generated USD 220 million in earnings.20/In 2024,JP Morgan took a further step forward by rolling out AI systems to support more than 4

81、00 use cases in areas including marketing,fraud detection,and risk management.21/DBS has developed its Advancing DBS with AI system to help raise the banks operating efficiency,improve the quality of its business decision making processes,and leverage the potential offered by hyper-personalization.A

82、s part of this,the bank has employed AI to analyze customer data and then used this analysis to generate more than 45 million personalized investment and financial planning recommendations for some 5 million customers.22/Capital One,a US bank,has developed a conversational AI-powered smart chatbot c

83、alled Eno that can send alerts and marketing information to customers,as well as offer individualized assistance with personal finance.Alongside this,Capital One has joined with other companies to send out notifications offering special deals on relevant goods and services to its customers when thes

84、e are near retail outlets operated by these partners.23/Box 119/https:/ Technology()21/2023 Annual Report()22/https:/ https:/ banks AI-powered insight into their customers14Both banks and bank customers will benefit from the rollout of hyper-personalized systems that are underpinned by new AI techno

85、logies,but while these developments may lead to new business opportunities,players in the banking system will need to be alert to how this impacts consumer privacy and security.Additionally,banks act as Data Controllers under the Personal Data Protection Act B.E.2562.Therefore,customer data security

86、 is a critical issue for banks and a significant concern for many people.As seen in a survey carried out by Krungsri Research in late 2023,which showed that having their online behavior monitored and tracked was among consumers top-five tech-related worries.24/Given this,it is incumbent on banks tha

87、t they reassure their customers that hyper-personalization aims only to improve the customer experience,that only when customers have given their consent will their data be used to develop these systems,and that no expense or effort will be spared in ensuring that data held by banks remains secure a

88、nd confidential.More generally,banks will also need to carefully consider how they will implement AI systems responsibly,and how they can guarantee that the development and use of AI models will be sufficiently tightly controlled that AI generated results or content will be sure to be truthful,fair

89、and unbiased.Successfully rolling out hyper-personalized banking services will involve the coordinated and parallel development of both the technological and human resources that support these systems.Technology,the following will need to be undertaken.(i)Banks will have to assemble big data resourc

90、es that link and draw on information gathered from departments and units across the enterprise.This will help developers to assemble an in-depth picture of the consumers context and to clearly understand the customer journey across its entire length.(ii)The banks core IT systems will need to be deve

91、loped and data resources fully integrated so that AI systems are able to process this in real time.This will strengthen the banks ability to support the delivery of digital services and the generation of on-the-fly recommendations of financial products that are a close match for individual demand.25

92、/(iii)Improving the quality of hyper-personalized services will be possible by marrying AI and other technologies including for example the Internet of Things(IoT)26/This allows devices and environmental sensors to collect data and then to transmit this over the internet,and utilizing this will help

93、 organizations strengthen their understanding of and insight into consumer behavior and preferences.Looking further out,the marriage of AI and quantum computing27/has the potential to make data analysis even quicker and more powerful,though at present,commercial applications in this area remain some

94、 way off.24/For more details,see Hopes and Fears around Emerging Technologies25/The Bank of Ayudhya is investing over THB 15bn in its Jupiter Project,which aims to improve core banking services.For more details,https:/www.thairath.co.th/money/personal_finance/banking_bond/275992026/For more details

95、on the use of IoT in the banking industry,see Tech Trends in the Banking Sector in 202327/Quantum computing takes advantage of quantum phenomena to massively accelerate computational processes.One outcome of this will then be to overcome some of the barriers holding back the further development of A

96、I systems,and research projects investigating quantum-powered AI have demonstrated promising resultsKrungsri Research view:The path to success in hyper-personalizationHyper-personalization:Giving banks AI-powered insight into their customers15Human resources,banks should cultivate a work culture tha

97、t encourages staff to learn about new and emerging technologies and to engage in continuing personal development.This might include developing professional networks that bring in external AI experts to exchange knowledge and ideas with bank staff,while banks will also need to work hard at attracting

98、 and retaining staff with the requisite technology and data management skills.In particular,because these are key to ensuring that hyper-personalization is a success,these efforts should be especially focused on data scientists and staff with expertise in AI.More generally,employees should be encour

99、aged to develop the skills required to work with AI,such as their ability to use AI tools,as well as their interpersonal skills and emotional intelligence.In addition,banks would benefit from cultivating their employees appreciation of innovative financial products when these enhance customer satisf

100、action and ease the customer journey,while by showcasing how AI technology is linked to financial services,banks will be able to attract much greater interest from the public generally and from the skilled IT professionals that they now need to hire.It is clear from the above that if players in the

101、banking industry wish to maximally benefit from AI-powered hyper-personalization,this will require significant investment in the requisite human and technological resources,which will in turn necessitate comprehensive planning that takes into account the relevant technological,personnel,operational

102、and ethical frameworks.Success in this endeavor will,though,allow organizations to fully utilize the power of AI to drive hyper-personalized marketing,and as such,customers will be matched much more effectively with financial products that are a close fit for their particular needs,and over the long

103、er term,this will help to underline the banks commitment to“customer-centric”operations and thus to deepen customer loyalty.Hyper-personalization:Giving banks AI-powered insight into their customers16ReferencesReferencesAccenture(2024):“Banking on AI Banking Top 10 Trends for 2024”Retrieved April 19

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111、ihSprXWfxtaGuTJCC8QrGtW04tz2Jg The Asian Banker(2023):“Hyper-personalisation is changing the banking experience”.Retrieved April 23 2024 from https:/ Brainy insights(2023):“Hyper Personalization Market”.Retrieved July 2 2024 from https:/ defining competitive edge in Financial Services”.Retrieved Jul

112、y 9 2024 from https:/ and data:Honing hyper-personalization to build the bank of the future”.Retrieved June 2 2024 from https:/ to achieve hyper-personalization using generative AI platforms”.Retrieved June 2 2024 from https:/ RESEARCHOur TeamMacroeconomic TeamSujit ChaivichayachatHead of Macroecono

113、mic ResearchChurailuk PholsriSenior Economist(Forecasting)Analytics&Intelligence TeamPimnara Hirankasi,Ph.D.Acting Head of Analytics and Intelligence Research DepartmentThamon SernsuksakulInformation AnalystChirdsak SrichaitonInformation AnalystWongsagon KeawuttungInformation AnalystMIS and Reportin

114、g TeamNathanon RatanathamwatSenior ResearcherParinya MingsakulResearcherThansin KlinthanomEconomistWanicha DirekudomsakSenior EconomistPimnara Hirankasi,Ph.D.Head of Research Division and Chief EconomistIndustry TeamTaned MahattanalaiHead of Industry ResearchNarichaya SatafangResearcherKrittabhorn S

115、irichaichingkunEconomistChanatta ThararosResearcherSupasyn ItthiphatwongEconomistPiyanuch SathapongpakdeeSenior Analyst(Transport&Logistics)Narin TunpaiboonSenior Analyst(Power Generation,Modern Trade,Chemicals,Medical Devices)Puttachard LunkamSenior Analyst(Construction Contractors,Construction Mat

116、erials,Hotels,Industrial Estate)Patchara KlinchuanchunSenior Analyst(Real Estate)Prapan LeenoiAnalyst(ESG)Chaiwat SowcharoensukSenior Analyst(Agriculture)Poonsuk NinkitsaranontSenior Analyst(Healthcare,Mobile Operators)Thian ThiumsakSenior Analyst(Energy,Petrochemicals)Supawat ChoksawatpaisanAnalyst(Automobile,Electronics&Electrical Appliances)Rapeepoom LapmakAnalyst(Agriculture,Food&Beverages)