'Into users' lives' Kakao , All eyes on rebranding in October

[Korea Financial Times, Kim JaeHun] Kakao(CEO Chung Shin-ah), which has been plagued by the detention of its chairman and an ongoing controversy over alleyway commercial rights infringement, will launch a full-scale image makeover in October. Even in the absence of founder Kim Bum-soo due to legal arrest, the company plans to focus on customer innovation by strengthening its win-win programs, led by CEO Chung Shin-ah and launching a full-fledged AI service for everyday life.

According to Kakao on the 2nd, the company recently announced a new win-win business slogan, “Closer, Kakao,” and is embarking on a brand image reorganization. The new slogan signifies that the company will utilize technology and services to help everyone enjoy the convenience of everyday life and the future they need, as well as closer relationships between people.

“We plan to launch various campaigns starting with the announcement of the new slogan,” said a Kakao representative. ”We will continue to work tirelessly to solve social problems using technology and services and bring the everyday life and future we all need closer together.”
The move is part of Kakao's corporate image overhaul following a series of judicial risks and controversies over alleyway commercial rights infringement since last year. Kakao was accused of manipulating its stock price during its acquisition of SM Entertainment last year by intentionally releasing funds to sabotage rival Hive's bid. In the process, major executives at Kakao and Kakao Entertainment, including former investment chief Bae Jae-hyun, who was involved in the SM Entertainment acquisition, were investigated by prosecutors.

Even founder Kim Bum-soo, who led the group's reform as chairman of the reform committee, was arrested in court this year on charges of manipulating SM Entertainment's stock price, raising a sense of crisis. For this reason, this has put a heavy burden on the shoulders of Kakao CEO Chung Shin-ah, who chairs the CA Council, Kakao's top decision-making body, and is also the head of the reform committee.

CEO Chung Shin-ah declared an emergency management system and emphasized, “We will proceed with the ongoing renewal and win-win projects of each affiliate without any interruption,” adding, ”We will also continue to develop AI services, which we are promoting as a growth engine, and introduce them within the year.”

Kakao's new win-win slogan, “Closer, Kakao,” was conceived by the CA Council to build an integrated win-win program. As stated by CEO Chung Shin-ah, Kakao plans to use the announcement of the slogan as the starting point for integrated communication of win-win projects that were previously conducted individually by Kakao and its affiliates, and to create synergy between businesses.

Currently, Kakao's representative win-win programs include 'Project Dangol' that supports small business owners to communicate more closely with customers using digital 'Senior Digital School' to improve digital utilization capabilities for the elderly 'Kakao Tech Boot Camp' that helps future talents strengthen their technical and digital citizenship capabilities, and 'Tech-Impact Fact' that seeks to solve social problems with technology.

Innovation in everyday life through AI service development is also in full swing. Kakao is also accelerating its transformation into a technology company by launching a new AI service, Kanana, in the second half of the year and applying it to its own services.

Kakao's new AI service will be unveiled at Kakao's flagship developer conference, 'if kakao AI 2024', which will be held on the 22nd. Launched in 2018 and now in its 6th year, 'if kakao' is an event where Kakao Group unveils its technology vision and shares its technological achievements with the developer community.

This year's edition marks the return of the event after a two-year hiatus, and AI is a key theme. Under this year's slogan, “Renew all Connection,” Kakao plans to share its technology and knowledge with attendees.
At the event, for the first time since taking the helm, CEO Chung Shin-ah will speak directly about Kakao's AI vision. Sangho Lee, Performance Leader of Kanana X, will also introduce Kanana, a new AI service. On the following day, CTO Chung Kyu-don will talk about the company's transition to an AI-native company, and Byung-hak Kim, Performance Leader of Kanana Alpha, will deliver a keynote on Kakao's generative AI model.

At this year's 'if Kakao', Kakao will also have a space to showcase and experience AI technologies and services from each of its group companies. In addition to Kakao's AI services and models, the company will also be showcasing the technologies of its affiliates, including self-driving cars, robot delivery service “Bring,” and cloud and AI-based work productivity tools, to strengthen its image as a technology company.

An official from Kakao said, "This 'iF Kakao' will secure AI technology leadership through continuous investment as a glimpse into the future of AI technology that Kakao aims for. We will continue to contribute to the development of the IT industry by actively informing and sharing Kakao's technology and developers' know-how."

Kim JaeHun (rlqm93@fntimes.com)