HSAD said on the 23rd that it launched a "brand-customized agent" that supports specialized strategies and execution to strengthen corporations' marketing competitiveness in the AX era.
Until now, AI made by advertising companies has been developed to improve the marketing work efficiency of internal employees, and HSAD is the first in the industry to develop and provide an enterprise AI agent that external corporations can use directly.
The new agent analyzes utterance data revealed in conversations between consumers and AI to understand consumer intent, and, based on that, supports the entire process from brand strategy development to content production from the perspective of "AI search optimization."
As AI becomes ubiquitous, the customer experience journey is shifting from portal search to AI search, making it more important for brands to read the hidden "real intent" in the questions consumers ask AI. HSAD's brand-customized agent captures these intents to help brands be "chosen" by consumers, while also supporting content strategies and production that can be recommended in AI searches.
In addition, unlike conventional, general-purpose marketing AI agents that fail to reflect brand-specific competitive situations and consumer characteristics in detail, HSAD's brand-customized agent presents differentiated solutions that can strengthen a brand's unique competitiveness, backed by the company's specialized expertise in marketing creative.
The brand-customized agent unveiled this time is packaged with three solutions: ▲ Intentrix ▲ Market Intelligence 26 ▲ AIEO Studio.
"Intentrix" is a solution that naturally converses with consumers through an AI chatbot developed by HSAD to identify hidden intent. Without researcher intervention, it analyzes the context of questions consumers pose to AI to identify resistance factors, such as reasons for not choosing a brand. To secure uniqueness, HSAD has also filed patents for the relevant technology and business model.
"Market Intelligence 26" is a solution that combines data secured from Intentrix with big data collected from social platforms, advertisements, product reviews, and communities, together with HSAD's strategic framework, to suggest a brand strategy direction. When users ask questions in natural language, it provides 26 diverse indicators, from brand archetype analysis to superfan index and purchase decision factor analysis. It also allows users to grasp competitor situations at a glance with visual information.
"AIEO Studio" is a solution that generates AI-friendly content optimized for each medium based on strategic insights derived from Market Intelligence 26. Reflecting consumer intent, it produces ad images and copy with a high likelihood of exposure in AI searches, and it also proposes content plans optimized for AI exposure by channel, including Wikipedia, Tistory, influencer content, and brand-owned malls.
The three solutions are organically connected to support the entire process from strategy development to content production in a single flow based on consumer intent revealed in conversations between AI and consumers, enabling brands to respond swiftly in a marketing environment being reorganized around AI. HSAD plans to offer this new brand-customized agent, composed of the three solutions, to corporations as a software-as-a-service (SaaS) model and turn it into a new service.
Park Ae-ri, CEO of HSAD, said, "In an era when everyone uses AI, a general-purpose AI agent cannot win consumers' hearts or prevail in brand competition," and added, "Through HSAD's brand-customized agent, corporations can quickly design strategies based on consumer intent and immediately secure content that can be chosen by AI, gaining a competitive edge in the AI marketing environment."