○ AI is innovating core marketing operations across the board—including data analysis, content creation, and customer response—and is emerging as a new tool that complements human emotion and intuition.

• The global marketing AI market size was estimated at approximately USD 12.35 billion in 2022 and is projected to reach USD 94.0 billion by 2032. This growth is driven by the expansion of digital marketing and the increasing demand for customized customer experiences.

○ AI technology predicts consumer behavior through large-scale data analysis and enables hyper-personalized marketing.

• Machine learning and deep learning-based analytics improve predictive accuracy, while natural language processing (NLP) technologies contribute to automating customer dialogues and enhancing personalized experiences.

• Companies like Netflix, Amazon, and Starbucks use AI to sophisticatedly segment customer preferences, generating tangible business outcomes through recommendation and coupon strategies.

○ The proliferation of generative AI extends beyond simple data analysis into discovering marketing insights and simulating virtual customer behaviors.

• By learning from unstructured data such as text, images, and voice, AI enables new creative outputs and psychological analysis, including product recommendations, advertising, and customer messaging. Some companies have even begun creating "synthetic customers" using AI personas to attempt deep emotional analysis.

○ In the field of market research, AI is replacing traditional methods by improving speed and cost-efficiency through the use of synthetic data and digital twins.

• Automated research practices—such as AI-based survey design, data visualization, and AI interviews—are expanding the depth of market understanding. Synthetic data is gaining attention as a means to fill market gaps when actual customer data is difficult to acquire.

○ Recently, research on rapidly validating innovative ideas through LLM-based "Synthetic Customers" has been spreading.

• Predictive accuracy has improved using models trained on past customer data, allowing thousands of virtual responses to be generated and analyzed in a short period. However, LLMs still have limitations, such as overestimating new features of a product or service, or failing to distinguish subtle nuances between different demographic groups.

○ AI strengthens brand loyalty by analyzing vast amounts of data and delivering hyper-personalized experiences, shifting the role of marketers into "data-driven creative strategists."

• When AI is utilized in a human-centric manner, it can evolve into an insightful marketing tool grounded in fairness and accuracy.

• Moving forward, AI will combine human emotion with machine computing power, ushering in an era of collaborative marketing centered on "Human + Machine" rather than "Human vs. Machine."