HSAD recently announced on the 8th that it unveiled the 'AI docent' for the first time at the global art fair 'Frieze Seoul 2025,' held at COEX in Seoul, during the exhibition 'Park Seo-Bo x LG OLED TV: Colors Borrowed from Nature.'
The AI docent applied in this exhibition is characterized by providing a personalized exhibition experience tailored to individual visitors based on their language, interests, and movement patterns, even for the same artwork. For example, it explains the artworks starting from the left for visitors entering through the left entrance of the exhibition booth and offers customized explanations based on interests, such as the artist's philosophy or methods of expression.
To achieve this, HSAD trained the AI with the artistic world and exhibition materials of the late Park Seo-Bo, as well as content related to LG OLED technology. The AI generated preliminary explanations based on vast data and built a content pool suitable for the exhibition context, while strengthening the reliability of the information through a dual validation process involving AI. Additionally, by incorporating information inputted by visitors, it enabled the experience of 'explanations tailored just for me,' even for the same artwork.
The way visitors experience 'my own AI docent' was simple. By entering their areas of interest and language via Standby Me 2 installed at the entrance of the exhibition hall—such as the artist's philosophy, methods of expression, artistic inspiration, and technology—a personal QR code is issued, and after connecting on a mobile device and entering their name, the tour begins. Explanations are provided per artwork along either a forward or backward route, supporting both text and audio simultaneously.
Once the exhibition ends, the AI analyzes the visitor's duration of stay and preferred artworks to recommend the pieces that best match among the works of the late Park Seo-Bo on display. Additionally, it produces 'my own artwork card' featuring a message and images of the artworks tailored to each visitor, which they can download and keep.
Starting from this Frieze Seoul, HSAD plans to support the introduction of the AI docent solution at various cultural exhibition sites such as global art fairs, museums, and galleries. Furthermore, it aims to develop customized explanations and storytelling solutions not limited to art exhibitions, but also for experiential centers or pop-up stores operated by brands, creating a new communication and business model.
In the future, it is expected to be advanced into an immersive experience that organically changes according to visitors' movements and choices by integrating technologies such as spatial sensing, interactive displays, and real-time data analysis.
Kim Kyung-Jin, director of the AI commercialization center at HSAD, said, "The AI docent is an attempt to redefine the exhibition experience by providing stories tailored to individual visitors" and noted, "We will develop it into a new AI business solution that can expand beyond simple exhibition experiences into global exhibitions and brand experiential spaces."