Han Woojin Smilegate AI R&D Center Director
"AI Aiming to Become an Emotionally Connected Friend"
Algorithms Applying Cognitive Psychology and Humanities
Game Companies Recognize It as an 'Essential Asset' for Service Innovation
[Asia Economy Reporter Bu Aeri] In the movie 'Her,' the male protagonist lives alone, separated from his wife, when he meets an artificial intelligence (AI) named Samantha. He feels a special emotion toward Samantha, who understands his feelings and listens well, eventually falling in love. As major domestic game companies actively dive into AI research, the day when such stories from movies become reality is drawing near.
"Emotionally Aware AI"
Smilegate, which established its AI Center last August, is actively researching to create a 'digital human.' On the 10th, Han Woojin, head of Smilegate AI R&D Center, told Asia Economy in an interview, "We will create AI that can be an emotional friend," adding, "We are focusing on creating an 'ordinary person' with average human abilities, not AI that immediately reveals itself as a machine after a few words of conversation."
The AI Smilegate pursues is a concept of a friend who can recognize the other person's emotions and engage in 'human-like conversation.' You can play games with the AI like a friend or chat casually. Han said, "The goal is not to solve difficult math problems but to provide joy and fun through interaction."
To achieve this, Smilegate is focusing on technology that imbues AI with emotions, unlike other companies. They have even hired a psychology PhD as a researcher at the AI Center. Smilegate is developing AI algorithms by applying cognitive psychology and humanities. Han explained, "We will make it so that the current emotional state exists within the AI."
Smilegate has taken a strategic approach to the AI market by offering 'services' that combine various technologies rather than competing solely on technology. According to Han, the AI technology market for voice and image recognition and synthesis is already a red ocean, with over 10,000 related academic papers published. He stated, "We will focus on researching 'emotional' AI necessary for our services rather than competing in the same unit technology markets as others."
Smilegate plans to apply this AI primarily in games. For example, AI with the personality of Smilegate's virtual YouTuber 'Seah' could play games together with users. Han added, "We are also considering games with natural one-on-one conversational forms or games where multiple AI copies are released into virtual spaces."
3N Also Expanding AI Territory
Besides Smilegate, the three major domestic game companies known as 3N (NCSoft, Nexon, Netmarble) are also expanding their AI domains. NCSoft already uses AI in game development processes such as text, graphic design, and motion capture, and recently launched an 'AI Easy Investment Securities Firm' with KB Securities. They plan to develop a platform where AI advises on asset management using NCSoft’s technology. Nexon established an AI research organization called Intelligence Labs and is utilizing AI in game rules, scenarios, graphics, and other game content. Netmarble is developing 'intelligent AI' that analyzes user characteristics, learning user patterns to provide factors that make the game enjoyable during play.
Game companies are rushing into AI research because they believe it will become an 'essential good' for service innovation. Han said, "AI is close to a 'tool' like fire, electricity, or the internet," adding, "AI is a tool that can be applied in all fields, and as we witness it reaching human-level capabilities, we have started to see its potential highly and are diving in." The growth potential of the business also played a role. According to Korea IDC, the domestic AI market size is expected to grow from 300 billion won in 2019 at an average annual rate of 17.8%, surpassing 640 billion won in 2023. Han predicted the future AI market, saying, "Currently, competition is based on AI technology, but the paradigm will shift to 'service' competition, and the competition to turn AI into business rather than just technology will intensify."
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