FSN Accelerates Group

KOSDAQ-listed FSN is accelerating the digital transformation of its advertising and marketing business by expanding the application of artificial intelligence (AI) technologies across the group.

On July 14, FSN announced that it is establishing and implementing a group-level 'AI Driven' strategy, applying AI to all aspects of marketing, data, creative, and brand growth. Recently, the company has further strengthened its partnership with the global AI video production platform Higgsfield AI, enhancing its capabilities in image and video content creation.

The company’s strategy is to integrate the AI competencies of Boosters, which oversees brand and platform business, as well as marketing subsidiary AdQUA Interactive and Motherbrain, in order to utilize AI not simply as an auxiliary production tool but as a core infrastructure driving advertising performance and brand growth.

Boosters is actively applying AI to the creation of ad creatives and video content for partner brands. In addition to existing brands, advertising content for new partner brands such as Gipeun and Lulufitch is also produced using Higgsfield AI. The company stated that, compared to traditional filming and editing methods, they have seen reductions in production costs, timelines, and the workforce required.

The company is also automating processes from brand-specific ad budget management to campaign operation and performance report management through its proprietary AI solution 'HAI BOOSTER (Human Intelligence+A.I)'. By turning repetitive operational tasks and creative production processes into AI agent-driven workflows, FSN is able to operate multiple brands simultaneously while improving both the speed and accuracy of marketing decision-making.

AdQUA Interactive operates its own AI marketing solution called 'AIDE,' centered around its dedicated AI team, Aidea Lab. AIDE is a platform that combines AdQUA’s accumulated marketing expertise with global large language models (LLMs), supporting campaign strategy planning, ad copywriting, visual concept ideation, and content draft creation for different channels. This reduces the time and cost required for planning and production. The company also plans to leverage Higgsfield AI’s generative video technology in major advertiser projects, including TV commercials, in the future.

Motherbrain, led by its 'A.IVUE' team, has introduced various AI solutions throughout marketing, design, and video production tasks. In marketing, the company is streamlining data analysis by integrating media data for conversational analysis, automatically generating dashboards, and analyzing brand mentions within AI-generated responses. In design, AI is used for image creation, web page building, and concept planning. For video production, technologies such as image and video generation, AI narration, and upscaling are deployed from the planning stage, increasing production efficiency.

FSN is also focusing on integrating the group’s accumulated AI experience and technologies into a common infrastructure. Its goal is to combine over 20 years of marketing know-how and creative capabilities with the speed and scalability of AI, thereby providing a virtuous cycle that results in improved advertiser performance, partner brand growth, and ultimately, stronger group financial results.

Looking ahead, the company plans to strengthen its collaborations with global generative AI platforms, fostering AI-based business models as a key engine for group-wide growth.

An FSN representative stated, “AI is not a crisis for the advertising and marketing industry but a new opportunity for growth. The effects of reduced production costs and increased work efficiency are already visible throughout the group. By combining our accumulated marketing expertise, data infrastructure, and the strategic and creative capabilities of AdQUA, Boosters, and Motherbrain with AI, we are driving advertiser success, increasing new business wins, and fueling partner brand growth.”

They added, “AI-powered innovation in work processes is expected to serve as a key driving force, accelerating both revenue growth and profitability for the group.”

Based on its integrated group-wide AI strategy, FSN envisions advancing as a next-generation marketing platform company that increases efficiency and performance across the entire advertising and marketing process through AI.

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