Baek Hyunjung, Head of AI Business Promotion, Says "Room for Greater Efficiency"
Testing Widely Adopted AI Technologies to Optimize Content
"Possible to Build a New AI Content Ecosystem"
CJ ENM, which positions itself as a global AI content company, focuses on the strategic utilization of existing technologies rather than competing in technological advancement. The company aims to concretize its business by finding directions optimized for the domestic content industry.
The potential for success was glimpsed in 'visible AI.' Baek Hyunjung, CJ ENM AI Business Promotion Team Leader, spoke at the '2025 AI Content Insight' event hosted by the Korea Creative Content Agency on June 26. She stated, "AI technology has brought significant changes to the entire content industry by actually generating images and videos." She further emphasized, "Rather than investing massive capital to collect and process high-quality data, there is now room to pursue efficiency through customized production services."
CJ ENM utilizes AI technology throughout the entire content production process. In pre-production, AI assists with trend analysis optimized by country, original IP discovery, location and actor recommendations, and concept image generation. During production, it helps with automatic classification of filming files, schedule and budget management, and safety checks. In post-production, AI is used for image correction, color adjustment, and background music generation, thereby enhancing content quality. In distribution, the company provides personalized recommendation services through individualized content curation.
Baek identified AI video as the most noteworthy technology. She explained, "It is not only strengthening the existing value chain but also creating new value," and diagnosed, "With numerous AI films and short-form videos already being uploaded to YouTube, AI-based content business models have emerged." She added, "It has reached a level where it not only combines human intention and AI interpretation but also provides new insights that creators themselves could not have anticipated."
In fact, AI video content is increasingly being recognized as an independent genre. The number of global AI film festivals, which stood at just three until 2023, surged to fifty last year. Major existing film festivals are also rapidly establishing AI competition sections. As creative activities become possible without large capital, new opportunities are emerging for up-and-coming creators.
In line with this trend, CJ ENM is testing widely adopted AI technologies to optimize content. Baek stated, "The pace of AI technology development is extremely fast, and remarkable results are being achieved not only in screen composition but also in texture expression and noise generation." She added, "If we work together with individual creators and small and medium-sized production companies to develop content optimization technologies, discover and nurture AI content specialist creators, and establish commercialization guidelines, we can build a new AI content ecosystem with diverse distribution channels and guaranteed monetization."
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