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At 3 p.m., we will begin our business strategy through digital transformation, so please take your seats.

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Please pay attention and participate. This is our fifth presentation today.

The director of the Digital Innovation Research Center at Korea University, Lee Young-hwan, will talk about the tourism business strategy through digital transformation.

Please give him a big round of applause.

Can I? Yes.

What I've prepared is quite light. So you can watch it comfortably. I'd like you to focus on your interests in the future. Well, what I've prepared is an AI, and I'm mainly in the tourism industry where I do analytics. So I've prepared an example of how the tourism industry applies AI or data in big data. So you can take a look at it casually.

Before that, let me briefly introduce myself. I've been doing businesses like big data and research and collaboration for the past eight years. How can someone who majored in Administration and Humanities run a business with AI and big data and do service planning design? So this is an important part of the digital transformation.

This is a key point. This is something we're currently working on or developing at the Digital Innovation Research Center. So what's the big data? Recently, we've been doing a lot of AI-intelligent learning data business in Korea. Last year, we created two AI models based on the tourism section called the travel log. There's a recommended model, a prediction model, and a model that recommends tourist routes.

As you can see, the local government and Katie and I analyzed the flow demographic data and figured out how many people were coming, who was coming, and how they were moving. And the most important thing about this data is that you've all listened to the data that you're familiar with recently. Actually, I participated in this data when the Ministry of Science and Technology

I participated in the pilot program, the first empirical business, and recently, the evaluation for my data business were conducted by the center. And then we talked about things like the blockchain and how the blockchain is useful and how we leverage the blockchain for this data and for artificial intelligence. But if you look, as I said earlier, I majored in administration, but it's actually all in here how I did the blockchain metaverse, AI, big data.

Let me tell you a little bit about our center, especially for tourism, we KT, and in ancient Korea, we signed a memorandum with Korea about our company's name a long time ago, and then we conducted an economic newspaper and some documents regarding digital innovation certification. The Public Prosecutor General and the Governor General have made a pact with the local government regarding smart tourism. So In Gangwon Province, we have 18 pacts.

If you look up articles number one, you'll see that Katie and I have been looking forward to seeing the tourist movement in Gangwon-do every month. I didn't major in tourism, and I'm not an AI or Haitian major, but I do a lot of research on these things.

Before that, when I mentioned how I used data and AI in the tourism field for a simple concept, a lot of people were curious. I'm not a tourism major, but in the tourism studies, they define the area first with its attributes. So a lot of people are moving around and visiting the area.

This is a mice location, right? What Katieek did was to find out the characteristics and patterns of people who come to tourist spots and how to differentiate those who are tourists from those who aren't tourists.

We've enhanced it. So, in the interlist, we have an algorithm that uses Katie's cellular data to separate people in a specific area with a purpose, and that's how we proceeded. So I'm going to go ahead and introduce a little bit of that as we go through the details.

You may be flustered by the sudden appearance of fish, but do any of you know the difference? No one knows the difference when I ask a question. Since it's a silent fish, the one on the left is a wild herring fish. The one on the right is a smelt.

Then will you be able to remember? Sancheon Rock is famous for its festivals. I majored in civil affairs,

I wrote my Ph.D. thesis as a festival. So what was the success factor of this local festival? I did a comparative analysis of that factor. That's what big data and AI are like. So the local government achieved results through its knowledge management and political activities that were successful at festivals, and we compared the factors with the results. So now,

If you look at this graph, you can see that there's a frontrunner and a backrunner. Depending on the passage of time, the temperature changes for tourists, but thanks to the tipping point, one festival is a global success, the other is still a regional festival, and we are working closely with two other communities. So I've taken some notes from my Ph.D. thesis.

I'd like to briefly introduce my interests and explain AI to you. I'm a humanities professor. So I can't really get into specifics about the technology,

How would a humanist treat an AI? Yes, it's no longer my goal, but it's a means and method for my research. As a result of my approach, I've found that I've achieved a lot of results as a humanist. I recently conducted a 178-year study, and I've achieved over 200 results. It's not an easy achievement in traditional administrative studies. Now that I've achieved that,

If you look at the market from now on, it's actually very hard to calculate that the AI market announced this year and the AI market announced next year are different. That's how you can look at it. Tourism is an industry, and the government plays a role in it.

But what about common companies? Specifically, if you look at where you apply it to, you'll see that the customer, the sales, and the optimization of certain costs are the common target.

And in McKenzie, there's a part of the value chain that these created AI's, if you're going to do an AI, a production AA, you're going to hear that a lot. In McKenzie, it's all about data. requires much more data than is already there. So that's what we're going to look at now as the components that make it up. So we're dealing with this vast amount of data that makes it cloud based to work and then

The sample feeder is one of the many algorithms created by AI. Other than the sample feeder, there will be a lot of other things, including applications and services. So now I'm making a prediction.

Where do I want this to go? As I mentioned before, if you look at this per area,

and give new experiences to their customers that they've targeted before. While I'm talking about tourism today, there are already many companies in the tourism industry that use AI for recommendations and predictions. Especially with the production AI, don't travelers call you and ask for tourist information? Well

The production AI will map that out for you.

For example, if I go to a tourist destination in Japan, I call them and tell them that I'm in Kyoto and that I'm speaking in Korean, and they come to me in Korean. AI has already switched over to making appointments for hospital patients. That's what we're doing now. In terms of sales, marketing, and products,

That's what we're doing.

Bill Gates has come up recently. That's what Bill Gates predicts. When we order an AI to do something in the future, we need to start coding, right? I'm more of a programmer, so I'm going to throw it as a command just like we're talking. That's what the prompt is. So if you've ever used chechpitti,

A when he puts a command in, B when he puts a command in, it gives you a different result. So this prompt how it's going to do that is the content that 2AI generates. and it's going to be text, it's going to be images, it's going to have different quality content. So my question to you here is how do you command that prompt? The commands have to have that knowledge. They have that knowledge and experience.

One example would be that giving orders to an AI by someone with experience in tourism or distribution would have a completely different result. Yes, that's an important point now. Recently, we've received a huge document summarized in a report.

Medicine.

Even in finance, the AI writes up all the medical reports on patients through a production AI. Then people like stenographers will be affected the most. And one thing we can predict is medical treatment.

Apps, tourism, all of those app services are going to become more and more prevalent, super apps that are going to consolidate into one. So there's going to be a super app that integrates travel in medicine, and there's going to be a super app that heals and heals in tourism, and there's going to be a lot of that integration. In the past, people planned all of this, but even that plan is commanded by a living AI.

The person commanding it, the person with tourism and medical knowledge gets a prompt, and that output is going to result in this huge performance. And I'm going to give you an example of that. Massive language model neural network machine-running. The fundamental principle behind this is that I may not be an engineer, but that's how people think.

I copied the neural network and put it in. That's the mechanism that works in the brain. Let's say I copied a productive AI as much as I could, and what it makes for me is the content. It's a composition of speech drawing texts, and it's a complex structure that we can use to harvest.pt from open AI, which is created by Google, which is created by Microsoft, and then

Korean companies have created a variety of AI products. That's why everyone here

you can try it with a paid product. You get free AI, you get something completely different, you get your own document planner, Excel, et cetera, and you're going to be blown away.

This is one of the parts about the Feet Feet.

You can put different plugs in it. You can put it in and do it, and I did this. I'm not a medical expert, and I don't know anything about medicine. I have athlete's foot, so I'm only interested in medicine for athlete's foot, but as an AI data analyst, I ended up working in hospitals and digital conversion. The hottest thing at the hospital is booking an operating room.

Depending on the difficulty of the surgery and the history of the surgery, it's difficult to schedule the surgery. That means we're going to need a huge stakeholder.

So I put in an app that makes diagrams and a prompt to order the algorithms that book the operating room, and this is what I got?

It's a rudimentary model with a few sentences. But what does it say? It's a matter of interest. It's the order in which the interested party reserved the operating room. But if it were in the past, and I had no understanding of hospitals,

It's impossible to draw. The hospital staff, doctors, nurses, and the people in charge of the operating room would gather and spend a lot of energy trying to figure out how to make this one page. But with this one page,

Do we just need to check if it's right? In the past, doctors are like that. And Haitians have PhDs in computer science.

Power intellectuals who would have worked so hard to make a single page, and I did it in a minute. Yes, this is a huge incentive in the living AI age.

So, a lot of Fortune companies are using their product placement fees. As a result, the CEO of Katie, Mr. Song Chang-ik, who I invited today, is also an expert in this field, and we're also in the digital transformation business of tourism. When we're mentoring later, you'll understand the perspective of AI and digital conversion.

I have a case tool for digital conversion.

for digital conversion.

So ultimately, what does the private enterprise public do? The orientation is clear.

Either you're going to make money or you're going to make profits or you're going to be efficient at the time that it's costing you.

If you use these two approaches, why should I use AI? Why should I use data? There are these step-by-step strategies, and intelligentness and automation are just a means to an end. But we tend to think that AI is our goal, and that's our goal, like me.

If you're a public administration major and you don't have enough domain space for tourism and you don't understand computers,

I can now say that I'm confident that I'll be able to do it with my AI data.

I did some research on manufacturing industries, and I found out that digital transformation is used to reduce sales and costs.

You do market research to build your product. You do market research by design phase, production phase, and sales phase.

This part of the AI digital transformation was used, and the levels of companies and individuals vary greatly. It's hard to combine them into one, but if the tourist and AI beginners approach it, they'll understand the customer's activities, what they want to serve, market maturity, and the level of technology.

You need to be more specific about your customer's experience. That's how you approach it. So when you're on a tour, you need to plan.

If you break it down into smaller categories, like travel, eating, staying, and traveling, you'll find a huge business opportunity.

So, as an example, and I'm going to cut to the chase briefly here, in conclusion, when I look at the types of 2AI integration for digital transformation that are recommended for personalization,

That's when you're going to get your personal information in there so you can leverage what's in there for you. And as a sidekick chatbot, A chatbot can simply type, but it can also do consultations over the phone, train, a virtual secretary, and ultimately, its orientation is that there are individuals, customizing it for themselves, and assisting the individual.

It's in the same context, and the shape of the E is on your smartphone, on your TV, in your car, and on your microphone. Yes, it's in many different fields now. It can be embedded, and now you're seeing it.

So which field is this in? Even though this cosmetics company is actually a 2AI company, their skin condition is related to skincare. Are they intelligent or careless? Yes, according to that, there was a case where they would recommend what kind of cosmetics they used, and then they would recommend the right kind of cosmetics according to what they ate.

It's hard for you to understand. Walmart sources it with products.

That's what you call an MDA when you're sourcing, right? So you have a main provider when you're sourcing the product, right?

Who do you think will make the deal? You know it's a person, right? Walmart asked A to do it.

Then as a supplier, what did you say? I should have said I'd give it to you.

Doesn't he see me as a client or a partner?

That's good news. If you look here, the supplier's satisfaction was much better.

And the time to actually make that deal has decreased. So that's what's starting to come up. And we're seeing a lot of high sales.

This is Liner in the book. Liner is a company that has a lot of users in this chat. Yes. The chatbot has been evolving over time, and that's one of the key points.

If you do a lot of business in the US,

What's most difficult is that there are a lot of laws that forbid us from doing it in Korea. AI guides us through all of that. Yes, it's used a lot in the public, and there will be many diseases in the future. But humans can't do all that, so AI guides you to customize it for each person.

Yes, one of the distributors is kimchi and the other is pork belly, and there are people who want to take the same quality and fat level of pork belly, but by replacing it with AI, the efficiency and accuracy of pork belly is increasing dramatically. There are a lot of napa cabbage kimchi exports To maintain the quality of napa cabbage, we introduced it with AI This will be an interesting case

Yes.

It's a painful reality that small businesses in Korea have a long way to go, let alone AI companies.

And, uh, when I looked at the levels that I studied at festivals in the past, it was data information, knowledge, and then strategic thinking, and then development, and at the end of the day, the implication to each of us is strategic thinking. In the past, if I had a doctorate in public administration, I would have been recognized as the top expert in that field. However,

What makes a public administration doctor a good policy developer and researcher among many people? Someone with this strategic mindset. So you have to put a lot of knowledge in your head.

Someone who makes that knowledge flexible for me to solve the problem.

If we go back to the beginning, we can tell them that the person who can effectively choose the product will be able to win the competition whether it's a business or a researcher.

Now, I'm going to skip ahead briefly here, but this is an example.

There's been a lot of talk about over-tourism in tourist spots. So we did KTD with Korea University.

They said they couldn't buy Bukchon Village, so they ran to the godmother and synagogue district office.

Are you doing this because you want to be compensated? Then how do you objectify it?

So we analyzed the flow of people. The red area is the so-called problem area, and I told you who's coming and what the pattern is. I don't mean to belittle any country, but there was a pattern of Chinese tourists getting on buses and leaving from six in the morning.

Do you think it's possible to live in a place where tourists come from six o'clock in the morning and talk about how excited they are? That's the example we tried to make objectively. And the other thing is, this is a municipality that's famous for apples. We kept having apple festivals on this really cool central line. And then, hundreds of thousands of local people came to visit. But what's the point of having so many tourists? We don't make that much money.

What's going on with the local government? It's the same for us. Did you analyze the data? We found that a lot of elderly people come on tour buses. What's going on? The senior citizens on tour buses pack their lunch and go hiking. No, they don't. That's why the number of people isn't important.

Move it.

Move away from the entrance to Mount Juwang and focus on cleaning. So when they moved from the festival to the Apple Festival, there were more than 20 cars, people staying at night and consuming more, so the local government used this data to support a contest run by the Ministry of Contemporary Arts and Sports to earn a billion won for the festival. In a way, this is an example of how even the most conservative public institutions have actively used data to transform digitally.

I've proven objectively that there are more nighttime shifts as we move towards Wusang during our stay. And

You know Yangyang, right?

It's hot. I want young people to go there. It's really hot. That's why we analyzed Surfer Beats. Seriously.

And they went crazy. In their 20s and 30s.

And based on how many people come to Yangyang, there are less than 30,000 people in Yangyang.

The smart tourist city project by the Korea Tourism Corporation

It was objectively proven that there were one million surfers, and it was designated as a smart tourist city, and received over eight billion won of support per year. We formed a consortium with these companies to surf Yangyang. We built a platform for it. Korea University is something we can all relate to now.

Nowon-gu is also downtown. During the pandemic,

How will urban travel patterns change? What's your prediction? They analyzed it and said,

For the elderly, I'm not doing this for a certain age. For the elderly, they have more leisure activities near their homes. Young people go far away. Where are you going to go surfing in Yangyang?

It's an objective city for elderly people.

It increased during the pandemic, but young people moved out.

Nowon-gu created a healing town, which predicted the demand for recreational facilities based on the traffic. In Gyeongchunseon Forest, and in Pacheon, we found a lot of policies where they build additional filtration facilities. There are business opportunities here. That's why we did this.

The same goes for digital Jekyll.

The market changed.

After billions of won, we have health care from car companies, so we don't know if it's a car or a hospital.

That's why Google and Apple have created a huge market for this digital market. I'm sure restaurants are also related to digital maps.

And Starbucks, you think it's a cafe, but it turns out you don't even know if it's a financial firm or a bank with 400 trillion dollars in cash. You have that sinus system. So, Starbucks, which is used to deposit cash in advance, will no longer be able to distinguish between finance, food, and other industries.

Yeah, so at the end of the day, at this point,

I looked at the factors that made me successful, and by combining pre-existing knowledge with AI, not only in administration, but also in tourism medicine, transportation, population, and so on, we obtained a lot of scientific cooperation results, which will allow individuals to carefully come up with ideas for research, life, and business. So with that, I'm going to wrap up with my host. Thank you.

Thank you.

Sure.