About Synthara
A team that thinks about AI before building it
We started Synthara because we kept seeing AI deployed carelessly — quickly, with good intentions but poor planning. We wanted to offer something different.
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Founded on a belief that AI should be explained, not just deployed
Synthara was founded in Bangkok in 2019 by a small group of engineers and researchers who had spent years working on AI projects across financial services, logistics, and public administration. What they found, repeatedly, was that organizations adopted AI without fully understanding what they were building — or what questions to ask.
The response was to build a consultancy focused on three things: being clear about what AI can and cannot do, working closely enough with each organization to understand their actual context, and treating governance as a first principle rather than an afterthought.
Since then, Synthara has worked with banks, hospitals, education providers, and logistics companies across Thailand and the wider region. Each project begins with a conversation and ends with documentation your team can actually use.
Our Mission
Helping organizations adopt AI at a pace they understand
"We don't measure success by deployment speed. We measure it by whether your team can explain what was built, why it was built that way, and how to maintain it."
6+
Years of practice
80+
Organizations served
3
Core service areas
TH
Bangkok headquarters
The People
The team behind the work
Parinya Rungrod
Founding Director
Former machine learning researcher at Chulalongkorn University. Leads engagement strategy and ensures each project maintains ethical alignment throughout delivery.
Naree Kanchana
Head of Conversational AI
Specialized in natural language understanding and dialogue systems. Has designed conversational interfaces for financial and healthcare organizations across Southeast Asia.
Suphat Thianchai
Analytics & Data Lead
Data scientist with a background in operations research. Designs predictive models and analytics platforms that balance technical rigour with clear interpretability for non-specialist teams.
Standards & Protocols
How we maintain quality across every engagement
Our process isn't just a workflow — it's a set of commitments that govern how we handle data, communicate with clients, and deliver work.
PDPA Compliance
All data handling follows Thailand's Personal Data Protection Act. NDAs are signed before any project begins, and data is retained only as long as necessary.
Documented Deliverables
Every engagement produces documentation designed for long-term use — not handover notes written at the end, but living documents maintained throughout the project.
Iterative Testing
Deliverables go through structured testing phases with client participation. Nothing is marked complete until stakeholders have reviewed it against the original scope.
Ethics Review Built In
For every technical project, an ethical review checkpoint is built into the process. Bias assessment, stakeholder impact, and data fairness are evaluated as standard steps.
Knowledge Transfer
Projects close with a structured session where your team learns to manage, interpret, and extend the solution. Independence is a goal, not an optional extra.
Regular Communication
Bi-weekly progress meetings are standard. Scope changes are discussed openly, documented, and agreed upon before any work is adjusted — no surprises at delivery.
Expertise & Values
What we stand for as an AI consultancy
Synthara operates at the intersection of technical capability and organizational readiness. Our team brings experience in natural language processing, machine learning infrastructure, and data governance — applied within the specific regulatory, cultural, and operational context of Thailand and Southeast Asia.
Artificial intelligence projects fail not because the technology is inadequate, but because the surrounding decisions are unclear. Who owns the model? How is performance measured over time? What happens when predictions are wrong? These questions matter as much as the algorithm itself, and Synthara addresses them from the start of every engagement.
We are not a vendor. We work as a structured partner for a defined period, with clear deliverables and a clear end — at which point your team is equipped to continue. That model keeps us honest about what we build and how well we explain it.
Our values are straightforward: accuracy over enthusiasm, documentation over assumptions, and clear communication over impressive-sounding frameworks. If a simpler approach works, we say so. If a project isn't the right fit, we say that too.
Work With Us
Speak with the Synthara team
If you're considering an AI engagement — or wondering whether your organization is ready for one — we're happy to have that conversation.
Get in Touch