FWD Life Insurance Plc. (“FWD Insurance” or “FWD”) has launched its latest brand campaign, “Me Time for Yourself,” inviting people to pause, reflect on their own needs, and live in line with the brand promise, “Celebrate living.” At the core of this campaign is Hyper-personalization — combining FWD’s expertise in Generative AI with Virtual Sei-katsu-sha™, a consumer insights model that studies the behaviors and mindsets of Thai people. The result is AI Buddy, a virtual companion designed to understand both emotions and real-life contexts, helping individuals make the most of their personal time. To make the experience even more engaging, AI Buddy speaks with the familiar and inspiring voice of Niti Chaichitathorn (“Pompam”), offering guidance and encouragement to help people embrace life with confidence.
Ms. Pavarisa Chumvigrant, Chief Marketing Officer at FWD Insurance, said: “This campaign was inspired by recent studies, including data from Thailand’s Department of Mental Health and the Global Work-Life Balance City Index 2025. These findings show that maintaining a life balance has become increasingly challenging for Thais, with difficulties more than doubling in the past six years. Thailand now ranks 71st out of 75 cities globally in terms of work-life balance and is among the top six countries with the longest working hours. With our brand promise to ‘Celebrate living,’ we wanted to create a campaign that reminds people to pause, recharge, and live life on their own terms, without unnecessary stress.”
“By combining Hyper-personalization with Generative AI — a technology we have extensive expertise in — FWD created AI Buddy, a companion that offers highly relevant recommendations tailored to each individual. To ensure these recommendations are meaningful in the Thai context — taking into account behavior, emotions, and everyday conversation — we collaborated with Virtual Sei-katsu-sha™, experts in in-depth consumer analysis. The result is an AI Buddy that suggests activities through personalized images and voice messages based on real-life interactions, responding naturally to users’ emotions and personal needs.”
To make every recommendation feel alive, FWD also uses AI Voice Cloning technology with the distinctive voice of Niti Chaichitathorn (“Pompam”), known for his positive outlook and relatable presence. This allows AI Buddy to deliver personalized video messages that call users by name, suggest activities suited to their preferences, and can even be shared to inspire friends and family.
More than just a chatbot, AI Buddy is a trusted companion that listens without judgment, understands Thai language, culture, and everyday life, and guides people in discovering their own “Me Time.” By asking simple questions about preferences, needs, or challenges, AI Buddy offers personalized suggestions and practical ways to carve out time for oneself. Each interaction is designed to feel genuinely personal, meaningful, and “emotionally engaging.”
FWD Insurance invites everyone to take a step back, focus on themselves, and rediscover what “Me Time” truly means through the “Me Time for Yourself” campaign. Start your journey with AI Buddy today at www.FindMe-Time.com.