Dexter Crema Unveils AI Marketing One-Stop Solution

Dexter Crema discussed the direction of next-generation advertising media tech through advertising marketing integrated with artificial intelligence (AI). As we enter the era of ‘hyper-personalization’ targeting individuals' situations and needs, the advertising marketing industry is expected to continue evolving.

Dexter Studio announced on the 22nd that its subsidiary, the comprehensive advertising agency Dexter Crema, took charge of the advertising industry technology session at the '2024 Media Tech Open Lab' held at COEX on the 19th, presenting on the theme of ‘Hyper-Personalized AI Marketing One-Stop Solution.’

Hosted by the Ministry of Science and ICT and organized by the Institute for Information & Communications Technology Planning & Evaluation, the event introduced technologies with notable media R&D applicability and outlined future government support directions. Additionally, it was conducted to gather on-site opinions from industry stakeholders and strengthen private sector cooperation.

Son Dong-jin, CEO of Dexter Crema, as the first speaker, emphasized the importance of data acquisition and artificial intelligence, introducing a one-stop solution technology specialized for advertising marketing. He explained that with Google’s upcoming discontinuation of cookies in the second half of this year, strategies to counter ‘Cookieless’ environments must be established.

CEO Son stated, "In the current era of hyper-personalization, collecting, analyzing, producing, and exposing customer data must go through a very systematic process," adding, "Personalized marketing should provide appropriate advertisements at the right time based on the collected data." He continued, "Search keywords and metadata serve as unbiased customer data and objective indicators that accurately reflect interests," and "Information should be analyzed to derive insights and delivered as concrete, customized content."

Dexter Crema is conducting research and development to introduce generative AI for time and cost innovation. They developed an AI bot customized through in-house prompt engineering by adopting big tech’s large language models (LLM). Specifically, the AI bot understands and classifies search intent, divides the consumer purchase journey into stages, and generates detailed customer personas in large quantities. It exposes content usable across various media such as portal banners, SNS advertisements, and video platforms to effectively induce purchases. This process is structured to convert into big data through system feedback, raising expectations for demand in the AI advertising market.