AI-Driven Personalisation Transforms Thai Wealth Management with Comarch’s Practical Innovation

AI and Personalisation in Thai Wealth Management: Comarch Highlights Practical Innovation

At a recent roundtable in Bangkok, Comarch experts discussed how artificial intelligence (AI) is reshaping wealth management in Thailand. They emphasized AI’s role in boosting efficiency, enhancing personalised client engagement, and supporting relationship managers (RMs) without replacing them. This practical approach focuses on integrating AI tools into daily workflows to improve outcomes across client segments.

Technology as an Enabler, Not a Replacement

AI offers valuable automation and customisation but should complement human advisers rather than replace them. AI can summarise meetings, analyse portfolios, and suggest next steps, freeing RMs from routine tasks and allowing them to focus on meaningful client interactions.

Tools are built to fit advisory workflows—generating client-ready reports, flagging asset allocation gaps, ensuring compliance, and supporting financial planning aligned with client goals. AI acts as a real-time assistant, offering predictive insights and alerts that help RMs deliver tailored advice and deepen client relationships.

Driving Operational Scale Through Internal AI

Security and compliance are critical. Comarch promotes internal AI systems that keep customer data private and secure, avoiding public cloud risks. These systems enable wealth managers to serve large client bases effectively while maintaining control over sensitive information.

AI can simulate thousands of personalised portfolios, suggest rebalancing, and provide sales teams with compliant, consistent narratives for client conversations. Integrating smoothly with existing bank infrastructure, these solutions boost productivity and allow institutions to dedicate more resources to strategic priorities.

Personalised Portfolios at Scale

Demand for personalised portfolios is growing. Comarch’s AI tools move beyond static segmentation to deliver dynamic, client-specific proposals. By simulating and rebalancing portfolios based on CIO models, client preferences, and market data, AI supports genuine customisation at scale.

Transparency is key. AI-generated recommendations come with clear explanations to satisfy audit and regulatory requirements. The systems continuously adjust portfolios in response to market changes, investor sentiment, and client milestones like retirement or liquidity needs.

Client Communication and Micro-Segmentation

AI also enhances client communication by delivering personalised, timely messages. These are based on transactional history, portfolio behaviour, and engagement patterns, helping banks maintain client attention and satisfaction.

Many clients have mismatched risk profiles and behaviours. AI helps reconcile these gaps, making advice more data-driven. It can simulate investment scenarios for all experience levels, fostering deeper engagement, especially with younger, digitally native investors.

Proactive messaging triggered by economic events, personalised investment outcomes, and clear portfolio reports help reduce client anxiety during market volatility and support retention.

Supporting RMs, Not Replacing Them

AI tools are designed to empower RMs, enriching CIO perspectives and translating them into actionable advice. This approach allows branch RMs, even without deep investment expertise, to onboard and guide clients effectively.

AI acts as a training aid, offering contextual prompts and portfolio analytics on demand. By standardising recommendations and best practices, institutions maintain advisory consistency, uphold regulations, and improve client satisfaction. This also supports staff upskilling and job satisfaction.

Looking Ahead: Internal Systems, Wider Product Access, and Strategic Partnerships

Comarch’s roadmap focuses on refining AI models for enterprise use and expanding product choices, which improve AI’s optimisation capabilities. Collaboration between CIO teams and AI ensures compliance and alignment with strategic investment views.

Modular, adaptable AI systems allow banks to pilot and scale AI use incrementally, responding quickly to market and regulatory changes without major redevelopment.

As Thailand’s wealth management sector grows, technology providers like Comarch are critical in building scalable, client-focused solutions. Combining AI with human insight and empathy will shape the future of advisory services.

Key Themes from the Session

• AI for Advisory Support: Enhances RM capabilities for more meaningful client engagement.
• Internal AI for Compliance: Keeps sensitive data secure while enabling innovation.
• Portfolio Personalisation: Tailors asset allocation and product mix based on client data and CIO input.
• Scalable Communication: Delivers targeted, data-driven messaging across client segments.
• Strategic Human-AI Collaboration: CIO teams and AI systems work together to optimise outcomes without sacrificing oversight.
• Incremental AI Adoption: Modular systems enable gradual scaling aligned with business readiness.

Firms that focus on transparent, client-centered AI implementation will be best positioned to succeed in Thai wealth management. The focus remains on empowering advisers, improving client experience, and strengthening long-term relationships.