SK AX unveiled an artificial intelligence (AI) service that filters out false or exaggerated ads claiming an eco-friendly image in advance. Corporations are expected to use it to prevent reputational damage.
SK AX said on May 20 that it launched an AI service, AXgenticWire Compliance, which identifies in advance content that could raise legal issues such as greenwashing and provides response measures.
Greenwashing refers to profiting by packaging products or technologies with no real environmental benefit as eco-friendly. According to the Korea Environmental Industry and Technology Institute, as of 2024, the number of greenwashing cases detected totaled 2,528, a surge of about 23 times from 110 in 2020.
SK AX emphasized that AXgenticWire Compliance can accurately determine whether an act is greenwashing by incorporating more than 3,400 precedents and review decisions. If users enter a product brochure, disclosure report, or website address into the service input field, they can receive in just a few seconds whether there is a violation and the guidelines. By analyzing relevant laws and past disposition cases, it provides step-by-step risk guidance and proposes corresponding response measures.
SK AX provides the new service to customers through Click ESG, a comprehensive environmental, social and governance (ESG) management platform. Currently, more than 3,400 domestic corporations use Click ESG.
Kim Kyung-seong, head of Manufacturing Service Division 2 at SK AX, said, "A single phrase that might easily be overlooked can lead not only to administrative and financial sanctions but also to a drop in ESG scores that lowers corporate value," and added, "We will advance AXgenticWire Compliance so that domestic export corporations do not struggle with greenwashing, backed by global laws, regulations and case studies."