Built around the idea that honest education produces lasting capability
Setthi Code was founded in Bangkok to give professionals working in business, product, and leadership roles a clear and accurate understanding of what applied AI can and cannot do — and how to work with it thoughtfully.
Back to HomeHow Setthi Code came to be
Setthi Code opened in Bangkok in early 2023, after its founders — a small group of educators and former product and strategy professionals — noticed a consistent gap in the market. There were courses that taught software development, and there were conferences that talked about AI at a distance. There was relatively little that sat in between: structured, part-time learning designed specifically for the people who needed to make business decisions involving AI, but who were not going to become engineers.
The school's name draws on a Thai word relating to wealth and prosperity — not in the narrow financial sense, but in the older, broader sense of capability and readiness. The founding premise was that genuine capability in understanding AI tools is something that takes time, careful reading, and structured practice to develop. Setthi Code was designed to support that kind of development.
From the beginning, we chose to work with small cohorts and to prioritise depth over volume. The programmes are written and delivered by people who have worked in business strategy, product development, and applied technology — not by generalists reading from a shared curriculum. Each programme is reviewed and updated before each cohort to reflect the current state of AI tools and practice.
We are based at 143/8 Convent Road in Bangkok's Bang Rak district, a short walk from Sala Daeng BTS station. We work primarily with professionals and organisations based in Thailand and Southeast Asia, though our programmes are delivered in English and draw participants from a range of backgrounds and countries.
To give business professionals and organisational leaders a calm, accurate, and practically useful understanding of applied AI — without oversimplifying, overpromising, or manufacturing urgency.
2023 — Bangkok, Thailand
143/8 Convent Road, Si Lom, Bang Rak, Bangkok 10500
English
The people who design and deliver our programmes
Our faculty are working practitioners who bring experience from business, product, and strategy roles alongside their teaching work. We do not separate instruction from practice.
Phurit Lertsiri
Programme DirectorSpent twelve years working in strategy and operations roles at Bangkok-based firms before shifting focus to AI education. Designs the overall curriculum and teaches on the Strategy programme.
Nanthida Watcharapong
Product & AI Track LeadFormer product manager who worked across fintech and logistics platforms in Southeast Asia. Leads the AI Product Development Track and contributes to course material development.
Somchai Klangprasert
Business AI FacultyWorks as an independent consultant to mid-size businesses navigating technology decisions, and teaches on the Business AI Literacy course. Brings a grounded, sceptical perspective to vendor claims.
How we approach programme quality
Content reviewed each cohort
AI tools and practices change frequently. We review and update programme content before each new cohort begins, so the material reflects current tools and business contexts rather than those of six or twelve months earlier.
Data privacy and confidentiality
Participant information, organisation context shared during sessions, and written exercises are treated as confidential. We do not share participant information with third parties, and our data handling is consistent with applicable Thai data protection frameworks.
Practitioner-led instruction
All programmes are taught by people with active professional experience in the areas they teach. We do not use general-purpose instructors or rely on third-party curriculum packages.
Feedback after every programme
We collect structured feedback from participants at the end of each programme, and we use that feedback directly in planning subsequent cohorts. Faculty responses to feedback are discussed openly with the programme team.
Honest representation of AI capabilities
We take care not to overstate what AI tools can do or to frame their adoption as urgent or inevitable. Our programmes are designed to give participants the tools to assess AI claims critically, not to encourage uncritical adoption.
Small cohort sizes maintained
We maintain a firm upper limit on cohort size so that each participant has meaningful access to faculty, to peer discussion, and to one-to-one time where the programme structure provides for it.
Applied AI education designed for the people who make decisions
Setthi Code operates on the premise that the most valuable AI education for most professionals is not training in how to build AI systems, but training in how to work alongside teams that do — how to scope problems, evaluate outputs, ask useful questions of technical colleagues, and write documents that guide AI-supported work rather than simply authorise it.
This is a different kind of learning than a coding course, and it requires a different kind of teaching. Our programmes use a combination of structured reading, written exercises, and regular discussion to build the kind of careful, accurate thinking that good AI-adjacent work requires. We do not use quizzes, leaderboards, or completion certificates as primary measures of learning.
Our location in Bangkok reflects a deliberate choice to work within the Southeast Asian business environment rather than importing curriculum directly from European or North American contexts. The organisations our participants work in, the regulatory environments they navigate, and the team dynamics they manage are shaped by regional conditions, and our teaching takes those conditions seriously.
We are a small organisation and intend to remain one. Growth for its own sake is not a goal we hold. What we care about is that each person who completes one of our programmes leaves with a clearer, more accurate, and more practically useful understanding of AI in their working context than they had when they arrived.
We welcome questions before you apply
If you would like to discuss whether one of our programmes would be a good fit for your situation, please write or call. We are happy to talk through what each programme involves and what kind of participant tends to find it most useful.
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