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HOMMICA — one assistant across the whole SCBX universe (SCB · CardX · AutoX · InnovestX). Talk, type, or attach a document — in your language; it already knows the customer.

1 · The vision

HOMMICA — Hyperpersonalized · Omnichannel · Multi-modal · Multi-lingual · Interactive · Conversational Assistant. One assistant, every channel, for customers and employees — serving everyone in Thailand: Thai, English, and the languages of SEA neighbours, expats and digital nomads. It converses first; leads, service records and applications are byproducts of good conversation, not forms.

Effortless continuity Proactive advice Resolution speed Interruptible, like a person Segment- & tier-aware Your language Shows while it tells

Read the full living design document ↗

2 · Guiding principles

Voice-first, provider-agnostic Persona ≠ orchestrator The Personalization, Risk & Pricing (PRP) brain decides — AI presents HOMMICA owns its memory Submit/approve stays human One protocol: MCP (Model Context Protocol) Trust is inline — audit everything Grow by adding config files

1 · Lands knowing you memory + context retrieved before hello → 2 · Intent → outcome the orchestrator drives it deterministically → 3 · Persona holds the floor pacing & reassurance while work happens

3 · Explore — there is no script

Talk to it the way you'd talk to your bank — your own words, your own order, your own language, by voice or text. Use the subject switcher at the top of the chat to become a seeded customer: each arrives with a real history and meets a different persona. The backstories below are just threads you can pull — or ignore.

Somsri meets Kao (น้องเก้า)

everyday mass · warm, patient, Thai-first voice

Retired teacher, 61. Last week a PromptPay transfer to her grandson failed and the branch raised her limit temporarily — she'd rather have it safe and low. Declined marketing consent.

threads: payments & limits · savings · scam worries — or anything else

Nattapong meets Friday

affluent & young · quick Thai-English code-mix

Engineer, 38. His home loan's fixed period just ended (฿2.85M outstanding, floating now), he parked a refinance chat last month, and he's saving for his daughter's education.

threads: refinance · a mortgage from scratch · cards · his goals — your call

Isara meets Jarvis

wealthy · discreet English-leaning concierge

Private-banking client: ฿68M portfolio sitting heavy in USD cash, a Phuket villa purchase brewing, school fees in GBP on the horizon.

threads: rebalancing · villa financing · structured products · whatever you'd ask a private banker

🎙 It talksfull-duplex voice — tap the waveform, speak naturally, interrupt it mid-sentence

📎 It readsattach a payslip, ID or statement — it extracts what matters into the conversation

👁 It showscalculators, portfolios, product illustrations, checklists — summoned when the conversation calls for them

🔗 It hands overthe bank's real web pages, offered in-chat when they're the better tool

✍️ It never submitsforms get co-filled; the final tap is always yours

⚡ It recordsleads, service requests, complaints emitted as structured events while you talk (watch the toasts)

4 · It remembers — owned, persistent memory

The reason the first hello already knows the customer: HOMMICA owns a per-customer memory that outlives the session — and, since it lives in DynamoDB, outlives redeploys too. Not a chat log — a structured memory, cleanly separated by type:

📖 Episodeswhat happened — "PromptPay transfer failed twice on 28 Jun; limit raised at the branch"

💡 Semantic factswho you are — preferences, goals, family, risk comfort ("saving for daughter's university")

🧭 Proceduralwhat works with you — "reassure first, one step at a time"

🔏 Consentwhat's permitted — Somsri declined marketing, so no offer is ever pushed at her (deterministically enforced)

⏸ Parked threadsunfinished business resumes across sessions and channels — Nat's refi chat greets him a month later

⛏ Mined, not writtenthe CRM is derived from memory — conversation is the source of truth, not a form

Try it yourself: mention something about you in passing — then close the chat, reopen, and see what it carried forward. New memories form from every conversation.

5 · Under the hood

Persona ≠ orchestrator

What you experience is a persona — Kao, Friday, Jarvis: voice, tone, empathy, language mix. What drives the outcome is one orchestrator underneath: it takes each revealed intent — a refinance, a complaint, a mortgage application — and owns the sales or service flow to a deterministic finish. Swap personas freely; the engine never changes.

The PRP brain decides

Every offer, price, eligibility call and portfolio rebalance comes from the Personalization, Risk & Pricing (PRP) engine — deterministic, audited rules. The AI presents its decisions; it never originates them. Every decision is logged with an ID.

Owned memory

Structured memory types, parked-and-resumed conversations across channels, consent that gates personalization. The bank's CRM is mined from memory — never written directly.

One protocol: MCP

The PRP brain, bank knowledge, screen surfaces, events, memory — each is a Model Context Protocol (MCP) server behind one mesh. Swap a stub for the bank's real system without touching the brain.

Grown by config

Personas, events, bank pages, product knowledge, PRP rules, journeys — all files. This demo: ~30 config files, one small core. A new persona or journey is a markdown file, not a project.

6 · Built natively on AWS

Everything that thinks, remembers, and decides runs on AWS — with one deliberate exception at the voice edge, exactly as the design prescribes.

Browser ⇄ CloudFront (TLS/WSS) ⇄ ALB ⇄ ECS Fargate — HOMMICA core ├→ Amazon Bedrock — orchestrator brain + document reader ├→ DynamoDB — owned memory: subjects · parked threads · continuity ├→ Secrets Manager · CloudWatch — keys & audit trail └⇢ voice-edge relay → OpenAI Realtime (Thai-capable; swappable adapter)

🧠 Amazon Bedrockthe orchestrator brain is model-agnostic — running DeepSeek V3.2 today, one env var from Claude

🗄 DynamoDBpersistent customer memory with native TTL — survives every redeploy (we proved it by killing the container)

⚙️ Fargate + CloudFrontthe always-on conversational surface, HTTPS/WSS worldwide, no servers managed

🚢 CodeBuild → ECRevery change ships through a cloud build pipeline — no laptop artifacts

🔐 Secrets Managerprovider keys injected at boot — never in code, images, or git

🎙 The deliberate hybridvoice-to-voice is chosen on Thai quality behind a swappable edge adapter — proven live: switch between OpenAI Realtime and Gemini Live in the widget; the brain never changes

Everyday — บัญชีและการชำระเงิน (SCB)

EZ Savings

บัญชีออมทรัพย์ดิจิทัล ไม่มีขั้นต่ำ เปิดผ่านแอป SCB EASY

PromptPay

โอนทันทีด้วยเบอร์มือถือ/บัตรประชาชน · ปรับวงเงินได้เองในแอป

SCB EASY

อายัดบัตร ปรับวงเงิน ขอ statement ได้เองทุกอย่างในแอป

Loans — สินเชื่อบ้านและทะเบียนรถ

SCB My Home — ซื้อบ้านใหม่

สินเชื่อบ้านดอกเบี้ยพิเศษช่วงแรก ผ่อนยาวสูงสุด 30 ปี

SCB My Home — Refinance

ย้ายสินเชื่อบ้านมา SCB รับข้อเสนอดอกเบี้ยพิเศษ

AutoX เงินไชโย

สินเชื่อทะเบียนรถยนต์/มอเตอร์ไซค์ ไม่ต้องมีคนค้ำ อนุมัติไว

Cards & Personal Loans — CardX

CardX Credit Cards

บัตรเครดิตหลากหลายไลฟ์สไตล์ จัดการทุกอย่างผ่านแอป CardX

SPEEDY LOAN

สินเชื่อส่วนบุคคล วงเงินก้อน ผ่อนรายเดือน สมัครออนไลน์

บัตรหาย?

อายัดทันทีในแอปหรือบอก HOMMICA ได้เลย

Wealth — SCB Wealth × InnovestX

InnovestX

หุ้นไทย หุ้นต่างประเทศ กองทุน ตราสารหนี้ และสินทรัพย์ดิจิทัล ครบในแอปเดียว

SCB Wealth tiers

PRIME · FIRST · PRIVATE BANKING — RM ส่วนตัวและสิทธิพิเศษตามระดับ

Lombard / Bespoke Credit

วงเงินสินเชื่อบนพอร์ตลงทุน ไม่ต้องขายสินทรัพย์

Help — ศูนย์ช่วยเหลือ

บัตรหาย/ถูกขโมย

อายัดทันที · ออกบัตรใหม่ส่งถึงบ้าน

ร้องเรียน

รับเรื่องและติดตามจนจบ · สิทธิ์ escalate ถึง ธปท.

นัดหมาย RM/สาขา

จองผ่าน Omica ได้เลย