Customer loyalty became a decisive differentiator in the telecom industry as consumers increasingly gravitated toward personalised rewards and premium experiences. AIS won the Telco to Ace Loyalty Program award at the Twimbit Telecom Awards in both 2024 and 2025, earning the distinction for a second consecutive year. This recognition reflected the company’s ability to build sustained engagement and deliver value across a broad customer base. 

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AIS anchored its loyalty leadership in the AIS Points ecosystem, which engaged customers through three stages: Earn, Burn and Excitement. In the Earn stage, customers gained AIS Points through usage, purchases and partner transfers, supported by AIS’s partnerships with Point X and MAAI. In the Burn stage, points were redeemed for privileges across a wide range of stores nationwide, including food, retail and gadget outlets, all easily accessible through the myAIS app. The Excitement stage offered daily lucky draws, giving customers opportunities to win rewards such as smartphones, gold and electric cars throughout the year.

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The company further elevated loyalty differentiation through AIS Serenade, an exclusive program designed for long-standing and high-value customers. Serenade offered tiered privileges across Platinum, Gold and Emerald levels, with eligibility determined by length of service and average monthly spending. Members received premium experiences such as dedicated service lounges, reserved parking and tier-specific discounts.

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AIS delivered a comprehensive range of lifestyle benefits spanning travel, dining, shopping and entertainment, ensuring meaningful value for customers in their everyday lives. Members enjoyed privileges such as free airport coffee, restaurant discounts, limousine services and preferential travel pricing. The program was further strengthened through cinema rewards, Top Markets vouchers and savings on digital gadgets and international roaming packages, creating a well-rounded suite of benefits across key lifestyle categories.

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The breadth of AIS’s loyalty ecosystem enabled seamless integration of digital and lifestyle value, bringing together benefits across key categories to create a holistic experience that strengthened customer stickiness and engagement. The myAIS app also served as an important customer touchpoint, recording over 10 million downloads, 0.3 million reviews and a 3.5-star rating.

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Taken together, AIS demonstrated how a structured and multi-layered loyalty approach could deepen customer engagement and deliver tangible value across everyday touchpoints. Its back-to-back wins at the Twimbit Telecom Awards reinforced its leadership in creating meaningful customer experiences and highlighted the strength of its long-term loyalty strategy within the competitive telecom environment.​

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