HSAD, a subsidiary of LG Group's advertising division, announced on the 18th that it is developing a platform called 'DASH FLOW' that allows practitioners in the domestic advertising industry to design and utilize AI (artificial intelligence) agents directly.
On the 16th, HSAD entered into a strategic memorandum of understanding (MOU) with the AI solution corporation 'BrainCrew' and began joint development. They agreed to collaborate on ▲ establishing AX (AI transformation) strategies ▲ jointly developing advertising marketing specialized AX solutions ▲ and new businesses based on AX solutions.
Last year, HSAD introduced 'DASH AI', an AI platform that can utilize its unique strategies and productions in advertising marketing tasks. This year, they are building DASH FLOW, an environment where internal members can combine AI functions like building blocks to create their own 'AI agents' with the 'DASH 2.0' strategy.
The AI agents to be applied in DASH FLOW can be designed directly by experts at HSAD. Among them are agents that generate advertising phrases tailored to various consumer needs at marketing touchpoints, an agent that drafts campaign overviews based on HSAD's unique strategic framework, and agents that propose ideas reflecting various advertising practitioner personas, totaling over 30 AI agents optimized for marketing tasks.
HSAD plans to complete the platform development by August and implement it company-wide. The goal is to realize AX through practical AI agents equipped with the strategic thinking and expertise accumulated by HSAD.
In the future, HSAD plans to introduce brand-customized agents utilizing various large language models (LLMs), including EXAONE developed by the LG AI Research Institute. They have outlined a blueprint to expand their model to provide agents specialized for each client.
Park Aeri, the representative of HSAD, said, "In an era where everyone is using AI, relying solely on a conventional marketing agent cannot provide a competitive edge. Ultimately, it will depend on who can creatively combine each expert and practical agent to determine the outcome of advertising marketing."