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QPlease describe your role at Amorepacific.
I am responsible for the company's beauty tech projects, focusing on developing next-generation technologies such as generative AI and applying them to our brand businesses, sales, and marketing channels.
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QWhat does 'digital' mean at Amorepacific?
I have worked in various IT companies, ranging from portals to the gaming industry. Although Amorepacific is not an IT company, it embraces various next-generation IT technologies to enhance its business.
We develop technical strategies to apply future technologies to the beauty industry, identifying their value based on our business needs. Through this process, the essence and value of these technologies become clear. Our digital mission is unique because we integrate beauty and digital technologies to provide more valuable brand experiences and deliver beauty to our customers.
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QPlease describe your career at Amorepacific in three words.
'Beauty Tech,' 'GenAI,' and 'Strategic Thinking.'Beauty Tech refers to the integration of next-generation technologies, such as artificial intelligence and big data, into cosmetics and beauty services. Only Amorepacific uses the term 'Beauty Tech' in South Korea for its business, making it unique in my career. For digital professionals, excelling in Beauty Tech at Amorepacific means being the best in South Korea, which is unattainable at other companies.
GenAI, or Generative AI, is widely studied across many companies. However, Amorepacific is unparalleled in researching and leveraging GenAI for its brands, sales, and marketing channels. Our company leads the way in developing GenAI-based beauty services and applications, pioneering the field where there are no comparable cases in the market. Utilizing AI technology in customer service is particularly special for my digital career.
At Amorepacific, digital technologies are not just techniques; they are the foundation of our innovative business strategies. By leveraging next-generation technologies and crafting strategies, we present the value of beauty through our brands and products. These aspects require us to employ a broader strategic thinking compared to other IT companies.
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QWhat is the most meaningful or challenging experience at Amorepacific?
I remember working on a project that launched a personal skin analysis and management service using AI technologies. We have continuously updated this technology and crafted strategies to integrate it with various brands. However, selecting the right digital technology based on brand and product features and applying it to our business presented significant challenges. The most difficult aspect was not just showcasing the technology’s usefulness but also connecting our customers with brands through digital solutions that are essential to our products.
Additionally, we have established Beauty Tech systems that allow customers to experience Amorepacific brands and services both online and offline. We implemented personalized skin analysis solutions in global stores with LANEIGE, and this project was particularly memorable for me.
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QWhat is the most important aspect and your strength for your work?
I believe that 'Collaboration' is key.It seems that individual expertise or excellence is becoming less relevant, as AI can write code and possesses far more knowledge than humans. Standards for evaluating individual expertise or excellence are becoming obsolete, and people can access specific knowledge anytime they need it.
Therefore, I believe collaboration is the most important aspect of digital positions. Simply doing my job is not enough. We should listen to our customers to understand what they want in brand experiences and services, and we have to understand the issues and difficulties faced in sales, marketing, and other brands. Constant collaboration and communication with these teams are essential to maximizing the value of beauty we aim to deliver through integrating our brands with next-generation technologies.
We need to understand the infrastructure and next-generation technology services necessary in practical fields and work closely with people in those fields under our common goal—providing beauty to our customers.
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QPlease tell us about your aspiration for a global vision.
I believe we have built a foundation for Amorepacific to leverage digital technologies globally. With our beauty-tech-based services having succeeded in South Korea, it’s time to expand into the global market and connect with customers worldwide. I am eager to lead the development of personalized beauty tech services, utilizing cutting-edge, next-generation technologies to serve our global customers.