Artificial intelligence (AI) stands at the center of innovation across all industries today, bringing changes not only to our daily lives but also to how we work. We are already utilizing various AI solutions in our work, such as automatic document summarization, real-time meeting minutes generation, and decision-making support through large-scale data analysis. These advancements are transforming our work environment and elevating work efficiency. Furthermore, we believed that creative and challenging approaches were necessary to maximize the potential of generative AI in creative fields.

Generative AI is already enabling new forms of creation in various fields such as art, design, music, and literature, producing works that transcend existing limitations. Well-known advertising campaigns by Coca-Cola and Heinz; marketing success stories like Nutella label designs using AI algorithms; the AI Fashion Week held in New York and Tokyo in 2023 and 2024 respectively; the humanoid AI artist Aida that emerged in 2019; the trend of viewing AI and digital technology as essential mediums in contemporary art. AI technology fused with creativity is becoming a source of new ideas, showcasing even more original and interesting results.

This underpins the emergence of the AI Explorers program. It is an exploratory activity beyond using generative AI technology; members directly and freely initiate and execute projects on various topics, building diverse experiences and know-how through the process.

While the first season was limited to Creative Center members experiencing and gradually learning about AI, this second season expanded participation company-wide, with attempts to derive creative cases with everyone serving as creators beyond their job duties. In particular, the new study group system allowed members to learn and grow together by sharing the problems they experienced. It played an important role in strengthening collaboration among members and producing better results by exposing them to diverse perspectives, generating new ideas, and learning from each other’s approaches.

Above all, one of the biggest attractions of the AI Explorers are the autonomous topic initiation by participants. Each person is allowed to initiate topics they find interesting and conduct projects centered around those topics, maximizing creativity and autonomy. It has achieved practical and meaningful results through projects tailored to each person’s interests.

Here are a few examples from this season’s projects.

This project generated visual models for ILLIYOON global popup spaces for four ASEAN countries, creating visuals that are culturally friendly and copyright-free by matching them to the ethnicity of each country. After identifying the characteristics of people from each country through Chat GPT, images were generated with Midjourney, details were refined with Magnific, and then finalized through Firefly.

This project visualized HOLITUAL’s brand values, which were previously defined in abstract language, creating rich visual assets. The final output was produced as video content, with all sources—photos, sound effects, background music, and narration—generated using AI tools.

The HERA Makeup Pro Team, not Creative Center members, participated in this project. They generated various model images from trendy Y3K makeup looks with metallic elements to holiday season makeup looks under the “Winter Awakening” concept, expressing them through videos and photos.

You can check out more AI projects on the AC website.
Learn more https://design.amorepacific.com/aistudies/

As shown, members can freely express their creative ideas by participating in the AI Explorers. We hope to see these innovative approaches adopted by more brands and channels in the future. We anticipate your involvement in the AI Explorers’ next season, which welcomes participation from everyone across the company.