Hyundai Department Store Introduces 'AI Mentor' for Customized Work Tutoring... Accelerates AI Transformation

Integrated into Internal Messenger... One-on-One Work Consultation Enabled
Digitizing Employee Knowledge... Sharing Experience and Know-how

Hyundai Department Store announced on the 22nd that it has officially introduced an artificial intelligence (AI) mentor system designed to help new hires, junior employees, and those transitioning to new roles at the department store to master their duties and develop professional expertise.

Hyundai Department Store announced on the 22nd that it has officially introduced an in-house artificial intelligence (AI) mentor system. Provided by Hyundai Department Store.

This program was developed through collaboration between the Hyundai Department Store Talent Development Center, which is responsible for nurturing talent, the Culture Lab, which oversees organizational culture, and the ICT specialist company Hyundai Futurenet. The system has been integrated into the company's internal messenger.

This is the first time Hyundai Department Store has digitized the tacit knowledge of its employees and passed it on to staff through natural conversation.

Hyundai Department Store selected 139 in-house experts from 13 key job fields, including top performers, holders of official certifications, and experienced hires, and conducted in-depth interviews with them for about three months starting early this year. The purpose was to extract insights, experiences, and know-how gained in each field. The interviews also included answers to job-related questions collected through a company-wide survey.

The interview content was structured as data for AI training and then combined with generative AI technology. According to the company, the core content of approximately 3,300 hours of interviews was used to train the system, resulting in a unique AI platform exclusive to Hyundai Department Store. The developed AI mentor system is embedded in the internal messenger, allowing employees to ask questions and receive answers through conversation anytime and anywhere, enabling "customized work tutoring."

This initiative is part of Hyundai Department Store's AX (AI Transformation) strategy. The company has already implemented AX in many areas of marketing and customer service. In 2023, it became the first in the industry to introduce "Louis," a generative AI system specialized in creating marketing copy such as advertisements and promotional event descriptions. Since September last year, the company has also been using "Insight Labs," which enhances the customer consultation office's response capabilities when handling customer complaints. In addition, AI technology has been applied to various employee marketing tools, including the customer behavior analysis program RTS (Real-time Tracking Service).

Meanwhile, starting with this year’s kickoff ceremony, Hyundai Department Store has changed the congratulatory promotion gift for newly promoted managers from a fountain pen to a tablet PC.

Min Wangil, Executive Vice President and Head of Management Support at Hyundai Department Store, said, "By proactively implementing AX in the onboarding domain to align with the group's direction, we expect to enhance talent development and improve overall organizational efficiency."