HSAD said on the 23rd that it signed a memorandum of understanding (MOU) with the Korea Tourism Organization for GEO (Generative Engine Optimization)-based AI marketing to strengthen tourism marketing competitiveness in the era of generative artificial intelligence (AI).
The agreement was prepared to respond to an environment in which information search is shifting from portal searches to generative AI such as ChatGPT. GEO is a strategy that optimizes information so that generative AI can easily understand content and use it in answers.
For example, when a user asks AI about "festivals worth visiting in Korea in summer" or "local festivals that can be enjoyed with family," it provides related information as a highly reliable answer.
The two companies plan to sequentially apply GEO-based AI marketing to 10 global festivals fostered by the Ministry of Culture, Sports and Tourism and the Korea Tourism Organization. The first target is the Incheon Pentaport Music Festival, and they plan to leverage ChatGPT ads introduced in Korea to boost the festival's promotional impact.
ChatGPT ads expose relevant advertisements based on the user's conversation topic and context, and, combined with the GEO strategy, support tourism promotion optimized for the Generative AI environment.
The project will be carried out based on HSAD's proprietary GEO solutions and methodology. It will analyze the questions and interests of Generative AI users to produce content that tourists can trust, and spread it across multiple channels such as websites, YouTube, and media relations.
They will reorganize website information architecture and image alt text and optimize captions and hashtags on YouTube and Instagram to be AI-friendly. In addition, through the proprietary "GEO scoring dashboard," they plan to quantify and improve performance by scoring the status of brand and content mentions and citations across major Generative AI.
HSAD explained that its approach is characterized by providing the entire process—from customer question analysis to AI-friendly content planning and production, channel-specific dissemination, and performance measurement and optimization—as a single solution.
An HSAD official said, "It is important to enhance a brand's discoverability and citation competitiveness through content strategies aimed at AI answers and channel-by-channel executions," adding, "Based on the GEO diagnostic agent and dashboard built by HSAD, we will develop an AI marketing model through an integrated GEO solution that covers everything from customer question analysis to content production and dissemination to performance measurement."