Era of Competition Dawns for Services with Naturally Embedded AI

Users are unaware of the AI. Consumers are increasingly experiencing convenient features without knowing they are using artificial intelligence (AI), such as securities apps analyzing stock trends or messengers calculating settlement amounts. This technology, dubbed 'AI Built-in,' operates complex AI in the background, allowing general users to utilize high-performance functions without separate manipulation. Consequently, companies are dedicating their full efforts to building 'AI Built-in' services that seamlessly integrate AI for users.

Movements among consumer service companies are swift. Samsung Electronics applied 'Now Brief,' which organizes daily schedules automatically, and 'Now Nudge,' which analyzes conversation flow and screen context to suggest next actions, to Galaxy AI. Toss Securities reduced investors' information search time with 'AI Signal,' which analyzes causes of stock price fluctuations based on news and disclosures, and 'AI EarnCall,' which summarizes corporate earnings announcements. Kakao implemented conversation room summarization and voice command-based features by inserting AI mate 'Kanana' into KakaoTalk, while Naver introduced a service connecting search to execution through its 'Product Native LLM.'

In the business platform sector, the adoption of AI that automatically performs tasks without specific requests is continuing. Cafe24's 'Cafe24 PRO' service automatically generates detail pages when products are entered and suggests shopping mall designs. Even entrepreneurs with no sales experience can open an online shopping mall simply by preparing products, without needing separate design knowledge, and the AI assists with sales activities during the operations phase. Dozon BizOn applied 'Proactive AI' to its 'Wehago T AI Edition,' which prepares notification drafts and checks invoices, handling necessary tasks before the user even requests them.

As high-performance AI models become ubiquitous, the degree to which they operate naturally within actual work and daily life is becoming the standard for determining service competitiveness. The axis of competition in the tech market has shifted from tools that require turning AI on and off separately to approaches that accept AI as an integral part of service operations. Users are not choosing AI itself, but rather services where AI is seamlessly embedded.