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HS Ad announced on the 23rd that it has introduced a ‘Brand Customized Agent’ to assist with tailored strategies and implementation aimed at boosting corporate marketing competitiveness in the AX era.

Although AI created by advertising firms so far has been software aimed at enhancing internal employees’ marketing effectiveness, HS Ad is the first in the sector to create and offer an enterprise AI assistant that external organizations can directly use.

This representative examines conversational information obtained from exchanges between users and artificial intelligence to determine user intent, and assists throughout the entire process—from developing brand strategy to creating content—from the viewpoint of ‘AI search optimization.’

With the increasing prevalence of AI, the customer experience process has moved away from conventional portal-based search methods towards AI-driven search. This shift has made it essential for brands to identify the ‘real intent’ behind the questions that consumers ask AI. HS Ad’s Brand Customized Agent detects this intent, enabling brands to be ‘selected’ by customers, while also assisting in content strategies and creation that can be suggested through AI search.

In contrast to traditional generic marketing AI agents that do not adequately capture brand-specific competitive scenarios and consumer traits, HS Ad’s Brand Customized Agent utilizes its focused knowledge in marketing innovation to provide distinct approaches that enhance each brand’s particular competitive advantage.

The recently launched Brand Customized Agent comes with three offerings: ▲Intentrix ▲Market Intelligence 26 ▲AIEO Studio.

‘Intentrix’ is a system that employs an AI chatbot created by HS Ad to have realistic discussions with customers and detect underlying motivations. It examines the context of queries customers pose to the AI, without any input from researchers, to reveal obstacles, such as reasons why they might not prefer a particular brand. HS Ad has also applied for patents on the technology and business approach to ensure exclusivity.

‘Market Intelligence 26’ merges data obtained via Intentrix with large-scale data gathered from social media, ads, product reviews, and online communities, combining it with HS Ad’s strategic model to suggest brand strategy approaches. When users pose questions in everyday language, it delivers 26 different metrics, such as brand archetype analysis, authentic fan index, and purchase decision factor analysis. It also allows for the visualization of competitor scenarios for better understanding.

‘AIEO Studio’ produces AI-compatible content tailored for various media platforms, utilizing strategic insights from Market Intelligence 26. It develops advertisement images and text with a strong likelihood of being featured in AI searches by considering user intent, and suggests content formats that are ideal for AI visibility across channels like Wikipedia, Tistory, influencer posts, and independently managed online stores.

The three approaches are naturally connected, enhancing the whole process—from developing strategies to creating content—by leveraging consumer intent uncovered through interactions between AI and users. This structure allows brands to react quickly in a marketing landscape focused on AI. HS Ad intends to offer this new Brand Customized Agent, which consists of the three solutions, as a software as a service (SaaS) model to businesses, with the goal of launching the service commercially.

Park Ae-ri, head of HS Ad, said, “In a time when everyone is utilizing AI, standard AI assistants struggle to capture people’s affection or succeed in brand contests. With HS Ad’s Brand Customized Agent, we anticipate that businesses will be able to swiftly develop strategies aligned with consumer desires and promptly obtain content that can be selected by AI, thus securing an advantage in the AI marketing landscape.”