[Asia Future Business Forum] "To Utilize ChatGPT in Marketing and ERP, an Ecosystem Must Be Established"

Professor Sanggu Lee of Seoul National University: "AI Matching the Human Brain to Appear Within 2 Years"
"GPT Overcomes Limits by Integrating with Various Software"

Although large language models (LLMs) represented by 'ChatGPT' are emerging in various forms and rapidly evolving, there is a claim that they need to form a single ecosystem to be meaningfully used in industry and commerce.

The fields of marketing, enterprise resource planning (ERP), and product development cycle that companies are currently engaged in were cited as representative application areas for LLMs.

Professor Lee Sang-gu of the Department of Computer Science at Seoul National University stated this on the 17th at the 11th Asia Future Business Forum held at Lotte Hotel in Sogong-dong, Jung-gu, Seoul, saying, "GPT should not stop at answering a single question."

At the "2023 Asia Future Business Forum" hosted by Asia Economy on the 17th at Lotte Hotel in Jung-gu, Seoul, Professor Lee Sang-gu of the Department of Computer Science at Seoul National University is giving a lecture on the topic of "Ecosystem Structure and Characteristics in the GPT Era." Photo by Yoon Dong-ju doso7@

In his second lecture session titled "Ecosystem Structure and Characteristics in the GPT Era," Professor Lee said, "ChatGPT is currently demonstrating the capabilities of artificial intelligence (AI)," and added, "It is expected that within the next two years, AI matching the number of synapses in the human brain will emerge."

He continued, "GPT shows outstanding abilities in writing, list organization, coding, decision-making, classification, and sequencing," emphasizing, "On the other hand, it is overcoming limitations previously revealed in image recognition and processing, memory, and reasoning by integrating with various software."

Professor Lee identified education and e-commerce as industries where GPT is utilized. He explained, "In the U.S., an online education content company, Khan Academy, collaborated with OpenAI to create a chatbot that acts like a teaching assistant while watching content videos and studying," describing it as "a case where the chatbot speaks like a personal tutor or provides guidance like a teaching assistant when solving problems."

He added, "Another field of GPT application is e-commerce," stating, "It not only extracts the latest trends from social networks to generate marketing titles and compose recommended products but also provides context-appropriate descriptions for products." He elaborated, "Personalization through GPT is possible, adding trends and stories, which can increase marketing effectiveness by 3 to 8 times."

At the "2023 Asia Future Business Forum" hosted by Asia Economy on the 17th at Lotte Hotel in Jung-gu, Seoul, Professor Lee Sang-gu of Seoul National University's Department of Computer Science is discussing the topic "Ecosystem Structure and Characteristics in the GPT Era." Photo by Yoon Dong-joo doso7@

Professor Lee also predicted that although various LLMs are emerging, a 'many competitors' scenario rather than a 'winner-takes-all' will occur. He said, "Having multiple models survive is important for maintaining pricing and competitive systems," adding, "It is also easier to implement regulations when there are multiple models."

Kim Young-gil, head of the Intelligent Information Research Division at the Electronics and Telecommunications Research Institute (ETRI), who participated as a panelist that day, said, "What is astonishing now is the shift from the era of information retrieval to the era of conversational question and answer," and added, "Companies may have various perspectives on whether to expand their business using LLMs or to apply new services based on LLMs."

He continued, "In Korea, companies developing highly optimized AI semiconductors necessary for AI and deep learning have another opportunity," and added, "Since companies like Naver, KT, Kakao, and LG are well-prepared with foundation models (large-scale AI models), they can develop well."

Professor Seo Min-jun of KAIST AI Graduate School pointed out, "Since ChatGPT appeared, existing businesses often experience 'zone-out' because it is cheaper and performs better compared to existing businesses," and said, "Due to the rapid development of open source, companies making foundation models competing with such companies may need to reconsider their past investments and competitiveness."

Kim Jik-dong, director at the Personal Information Protection Commission, said, "Healthy regulation is necessary to build a good GPT ecosystem." He emphasized, "After the personal information leakage incident of the AI chatbot service 'Iruda,' Iruda 2.0 was released and became a trusted service, establishing itself as a good service," and added, "Considering that OpenAI may also have personal information leakage issues, the GPT ecosystem can operate well."

At the "2023 Asia Future Enterprise Forum" held on the 17th at Lotte Hotel in Jung-gu, Seoul, hosted by Asia Economy, Professor Lee Sang-gu of Seoul National University's Department of Computer Science (from the left) chaired a discussion on the topic of ecosystem structure and characteristics with Kim Young-gil, Director of the Intelligent Information Research Division at ETRI, Professor Seo Min-jun of KAIST AI Graduate School, and Kim Jik-dong, Officer of the Personal Information Protection Commission. Photo by Yoon Dong-joo doso7@