HS Ad (HSAD) said on the 7th that it ran a natural language-based AI agent creation program, "Agent Builder Day," for employees on the 3rd.
HSAD plans to use this to expand AI agent-based work methods and strengthen advertising and marketing execution capabilities.
A total of 180 employees took part in the event and created a variety of AI agents that can be used in actual work.
"Deep Agent Builder" is a solution that creates an agent by automatically combining the necessary functions and tools when a user enters work details in natural language. HSAD said it is the first case in Korea to adopt a natural language-based agent creation method.
Since Aug. last year, HSAD has adopted a method that lets employees design agents themselves by combining AI functions like blocks. Recently, by applying "Deep Agent Builder," it shifted from directly linking functions to a method centered on natural language input. When a user describes the required task, functions and tools are automatically configured, and the agent is completed through a process of answering multiple-choice questions.
At the event, participants built a "brand reputation monitoring agent" that collects and analyzes brand-related online data, a "GEO agent" that generates content optimization and structured data based on brand questions, a "consumer empathy copywriting agent" that creates ad copy, and an "inspection guide bot" that checks compliance with brand guidelines, among others.
A "multi-agent" approach that consolidates multiple agents into a single workflow was also applied. It operates as one process by consolidating stage-by-stage agents for collecting consumer responses, deriving insights, generating ad copy, and inspecting outputs.
HSAD said it plans to offer this kind of agent-based work model as a service to external corporations in the future.
Park Ae-ri, CEO of HSAD, said, "Marketing is changing into a domain where people and agents work together," adding, "We will expand the collaboration framework with AI agents across the entire process, from strategy development to content production and campaign operations."