South KoreaRetail and e-commerce2023 – ongoingHyundai Department Store
AI copywriter Lewis
Hyundai Department Store's AI copywriter cut first drafts of ad copy from two weeks to 3–4 hours in a pilot
Problem
Writing advertising and promotion copy involved outside copywriters, and producing a first draft took about two weeks.
Approach
Hyundai IT&E, the group's IT affiliate, built "Lewis" on Naver's HyperCLOVA language model and trained it on about 10,000 lines of copy from the previous three years that had drawn a strong customer response. The tool writes ad copy and event descriptions and can take target age and concept into account. It went into use on 2 March 2023 after a two-week internal pilot.
Results
Takeaway
The store trained a general Korean language model on its own copy archive to fit its brand. The only published result came from the pre-launch pilot; no later usage or quality figures have been released.
Categories
- Size
- Large enterprise
- Industry
- Retail and e-commerce
- Business function
- Marketing and sales
- Innovation type
- Process innovation
- AI technology
- Generative AI
- Adoption
- Co-developed with a partner
- Evidence
- Company's own claim
Sources
Source summaries
Reports Hyundai Department Store's plan to put the AI copywriting system Lewis into use from 2 March 2023, built on Naver's HyperCLOVA and trained on about 10,000 well-received lines of copy. It says drafting took about two weeks before and averaged within 3 to 4 hours in a two-week internal test, and mentions plans for an e-commerce version.
Names Hyundai IT&E as the developer and describes the system's ability to write copy for a given age group and concept. It gives the same pilot result, two weeks with outside copywriters versus 3 to 4 hours on average, and a plan to add three more years of training data.
iNews24 reports that Hyundai Department Store launched Lewis on 2 March and gives the company's figures on training data and drafting time. The company expected staff to shift to more creative work.
Full details are in the original sources.
