KKU Communications Division Draws on SCB Insights to Advance AI, Data, and Global Branding

7 September 2026
13:43

Khon Kaen University exchanged knowledge with SCB, exploring how AI and data can elevate corporate communications from public relations to strategic communication, building trust, connecting stakeholders, and strengthening KKU’s global image.

On 4 September 2026, Khon Kaen University visited Siam Commercial Bank Public Company Limited (SCB) Headquarters in Bangkok, led by Mrs. Natsamol Tanakulrungsarit, Vice President for Legal and Corporate Communication Affairs at KKU, together with Mr. Chumporn Para, Director of the Communications Division, and 25 staff members from the Communications Division. Senior executives and distinguished speakers from SCB and SCBX warmly welcomed the delegation for a knowledge-sharing study visit.

The study visit was organised under the Fiscal Year 2026 Staff Capability Development Project, themed “Elevating Corporate Communications with AI, Data, and Reputation Management in the Digital Transformation Era.” It sought to enhance the skills and competencies of the Communications Division staff to keep pace with rapid advances in digital technology and artificial intelligence (AI), as well as evolving public news consumption habits. The project also aimed to foster cross-sector learning and integration, allowing modern tools and methodologies to be applied effectively in media production, public issue management, and crisis communications.

On this occasion, Ms. Indira Chitranukroh, Executive Vice President & Head of Marketing SCB Bank, extended a warm welcome to the Khon Kaen University delegation. She expressed the bank’s pleasure in continuously hosting study visits from educational institutions, government agencies, and various organisations. She noted that the bank’s marketing scope encompasses customer communications, public relations, and internal communications, all of which require consistent messaging across all channels. She also highlighted the SCBX Group’s “AI First Organization” strategy, which aims to drive the organisation forward in the AI era.

Mr. Sarun Chinsuvapala, Chief Marketing Officer leading innovative growth strategies in marketing at SCBX, delivered a presentation on “thAI Consumer AI Adoption 2026,” offering insights into building digital trust. He emphasised that Thai consumers’ adoption of AI is driven by trust rather than technology alone. Organisations aiming for digital transformation in the AI age should focus on three primary dimensions:

Trust Design: AI services must operate with clear transparency regarding data usage and privacy protection, instilling user confidence from the outset.
Human Validation: Consumers still require human judgement (Human-in-the-loop) to review systems, ensuring accuracy, reassurance, and peace of mind.
Meaningful Simplicity: Technology must communicate in simple, human-centric language that resonates with users’ real hopes, fears, and expectations. The best technology is not necessarily the smartest, but the one that best understands human nature.

In the final session, Mrs. Junphen Juntana, First Senior Vice President and Head of Social Media, Digital Content & Creative Management at Siam Commercial Bank, discussed digital communication strategies. She emphasised that modern organisations must operate through a hybrid combination of human expertise and AI, guided by communications that are impactful, accurate, ethical, lawful, and resonant with the target audience. During crises, timely communication and genuine commitment to problem-solving are paramount. She cautioned against relying too heavily on AI without human oversight, as human empathy remains essential for connecting with people. She also stressed the importance of internal communications to align organisational vision and noted that brand value and credibility far outweigh mere engagement metrics, citing SCB’s fraud warning campaign as a meaningful initiative where helping even a single individual justifies the effort.

Following the sessions, Asst. Prof. Natsamol Tanakulrungsarit, Vice President for Legal and Communications, expressed her gratitude to the SCB speaker team. She remarked that the SCB team demonstrated a clear positive mindset, friendly demeanour, and a fact-based management approach supported by research—a direction that Khon Kaen University is actively driving forward.

“I would like our Communications Division personnel to apply these insights on AI implementation to enhance our content creation,” stated Mrs. Tanakulrungsarit. “We should actively involve our staff and students in the process, as they possess the talent and potential to serve as storytellers and ambassadors without relying on external actors. This will optimise our public relations efforts and authentically reflect the image of Khon Kaen University to the public.”

This study visit marks an important milestone for the Communications Division of Khon Kaen University in adapting private-sector expertise in AI, data analytics, and brand reputation management. From establishing trust through data security and balancing human-AI synergy to practising sincere crisis communication and prioritising brand credibility over short-term engagement, these insights lay a firm foundation for KKU’s communication strategy. Moving forward, Khon Kaen University remains committed to transparent, intelligent, and trustworthy communications under its vision, “We communicate Khon Kaen University to the global community,” while adhering to good governance to foster a sustainable and respected international reputation.