South Korean platforms launch AI agents to automate ad campaigns

From creation to management

South Korean technology giants are shifting their focus from simple AI content creation to full-scale campaign management. While previous tools helped users write copy or generate images, the new wave of 'AI advertising agents' handles the actual execution of ad strategies. These systems are designed to manage the heavy lifting of choosing ad products, setting budgets, and analyzing real-time performance.

The competition involves major players like Kakao, NAVER, and LINE Plus. Each company is racing to build tools that can perform tasks traditionally handled by human marketing teams. By automating these workflows, platforms hope to make advertising more accessible to non-experts while simultaneously increasing their own profit margins through better data utilization.

Industry analysts suggest that the competitive edge for these platforms will soon depend on their automation technology and data capabilities. As AI moves from a support tool to a functional manager, the ability to execute complex tasks accurately becomes the primary differentiator. This transition marks a significant evolution in how digital advertising revenue is generated and managed.

How the agents work

Kakao is preparing to launch a closed beta for AI Krew in December. This agent allows advertisers to enter their business goals and budgets using plain language. The AI then interprets these goals to recommend specific messaging, display ad products, and bidding strategies. It even provides creative direction for the visual elements of the campaign.

Once a campaign is live, the agent monitors performance and suggests specific improvements. It can autonomously change settings such as daily budgets, landing page URLs, and scheduled message delivery. However, the system is designed with a human-in-the-loop requirement, meaning the person in charge must give final approval before any of these changes go live.

NAVER has taken a similar approach by revamping its N Ads platform. It features a 'custom recommendations' tool that diagnoses campaign status in advance and proposes fixes on a single screen. It also includes an 'Ads Assistant' that helps users identify why ads are not being served properly. This allows advertisers to solve technical issues immediately without having to contact customer support.

Supporting small businesses

A primary goal for these platforms is lowering the barrier to entry for small and midsize advertisers. Many small business owners lack the experience to navigate complex campaign settings or perform deep data analysis. By providing AI agents that handle these technicalities, platforms enable smaller brands to run more professional and efficient marketing campaigns.

LINE Plus is targeting a different segment with Wannable AI, which focuses on Amazon sellers and brands. This tool handles a wide range of repetitive tasks, including product and market analysis, localization, and policy compliance checks. Sellers only need to provide basic product information, and the AI handles the heavy lifting of analyzing the competitive landscape and customer characteristics.

By automating these repetitive tasks, the tools aim to speed up customer acquisition for various types of sellers. The technology simplifies the process of moving from a product idea to a live, localized marketing campaign. This helps smaller entities compete with larger brands that typically have the resources to hire dedicated marketing agencies.

Measurable results

Early data suggests that these AI automation tools are already delivering significant financial results for brands. For example, the beauty brand Gahee used the Karrot RISE solution to cut its cost per acquisition by 52% compared to other media. Karrot RISE specifically supports automated bidding, budget optimization, and headline recommendations to achieve these efficiencies.

Toss Ads has seen similar success through its machine learning-based Insight Tips service. In one reported case, an advertiser increased its daily budget by 9% based on a recommendation from the service. This small adjustment resulted in a 133.3% increase in the number of potential customers within just three days.

These results highlight the power of machine learning to identify and act on small optimizations that humans might miss. By constantly adjusting bids and budgets in real-time, the AI can maximize the reach of an advertiser's budget. This creates a win-win scenario where advertisers see better returns and platforms see higher engagement.

The future of platform competition

The shift toward AI agents signifies a broader trend in the tech industry where platforms become more proactive partners. Instead of just providing a space for ads, companies like Kakao and NAVER are becoming active participants in the success of their clients. This strategy is intended to attract more advertisers and improve the overall profitability of the platform's advertising revenue.

As the technology matures, the competition between these platforms will likely grow much fiercer. The focus will shift toward who has the most sophisticated data and the most reliable automation. Companies that can provide the most accurate 'custom recommendations' and the most seamless 'Ads Assistant' experiences will likely lead the market.

For the reader, this means that the tools used to manage online presence will become increasingly autonomous. While the human element remains necessary for high-level strategy and final approvals, the day-to-day management of digital growth is being handed over to algorithms. This evolution will continue to redefine the relationship between brands, platforms, and their audiences.