The advertising firm has expanded its AI transformation capabilities beyond internal use, offering clients in finance, beauty, automotive and food and beverage sectors tools to tackle marketing challenges. Employees have built more than 500 AI agents on the company's proprietary platform, and CEO Park Ae-ri said the firm will keep expanding its AX capabilities into new business opportunities.
HSAD said Wednesday it has successfully commercialized its in-house AI agents by supplying them to more than 20 companies across the finance, beauty, automotive and food and beverage sectors.
The advertising firm has moved beyond using its AI agents internally, now offering them to clients to help solve marketing challenges and drive business results. Rather than simply selling the tools, HSAD has broadened their application to integrate with clients' work environments so the agents can deliver tangible marketing outcomes.
HSAD has been running its proprietary AI agent platform, DASH, which lets employees build and use AI tools tailored to their own work without any coding knowledge. Using only natural-language conversation, staff can create and modify AI agents for tasks such as data analysis, consumer research, insight generation and strategy development, and share them with colleagues.
As a result, employees have built more than 500 AI agents on DASH, more than 150 of which are shared at the department level.
Functions that can be reused across multiple projects or require more specialized development have been refined into dedicated AI transformation (AX) services. A flagship example is Research Agent, an AI-powered conversational consumer research solution.
Traditional consumer research required separate quantitative surveys — to gauge broad response trends — and qualitative interviews to explore the reasoning behind consumer attitudes. Research Agent combines both approaches in a single hybrid study, giving clients a more rounded understanding of consumers in one round of research.
HSAD said Research Agent has cut the time needed for a typical study from more than four weeks to about two weeks, while reducing research and analysis costs by roughly 70 percent.
The company has built a virtuous cycle in which AX solutions proven internally are accumulated as assets and then offered to external clients to generate business returns.
"Even in the age of AX, the most important competitive edge ultimately comes down to human expertise," CEO Park Ae-ri said. "What matters is not AI itself, but how well the experience and consumer understanding built up by advertising and marketing professionals can be combined with AI." She added that the company would "continue to expand the AX capabilities validated internally into new services and business opportunities that solve clients' marketing challenges."
joze@heraldcorp.com
