이 프로젝트는 아모레퍼시픽 크리에이티브 센터의 선행디자인 프로그램인 Creative Partners 를 통해 제안한 아이디어에서 시작되었습니다.
Review of Introducing AI Voice for Efficient Customer Experience Elements
AI Voice 활용 효율적 고객 경험 요소 도입 검토
AMOREPACIFICMay 01, 2025
Summary
Methods have been explored to effectively address customers’ curiosity about the Amore Seongsu space itself,
as well as their desire to gain marketing insights in a structured and efficient manner. Additionally,
considerations have been given to how the space can be leveraged as a tool to enhance sales productivity.
Story
Since the end of the pandemic in 2022, Amore Seongsu has seen a steady rise in visitors — from foreign tourists eager to experience K-Beauty, to institutions and consumers from various fields seeking marketing insights.
We sensed that at the heart of these visits lay a deep curiosity about the Amore Seongsu space itself.
In response, we developed a concept that leverages an AI voice platform to fulfill these customer needs and enhance their experience.
While overseeing external communications for the Amore Seongsu flagship space, I identified a distinct VOC emerging alongside the increasing flow of visitors — frequent inquiries regarding space information and docent services.
In fact, questions about the space from global and group visitors accounted for over 80% of all docent-related inquiries, and many individual customers even visited in person to ask directly.
This made it clear that improving the general public’s understanding of the space had become a key operational goal. We therefore began exploring ways to efficiently address these questions and curiosities.
The two most important priorities in this project were efficiency and quality.
Given the practical limitations of available human and physical resources for on-site operations, we initially conceptualized a self-guided docent program.
With cost treated as a fixed constraint, the determining factor for achieving our goals ultimately came down to which tool could best deliver both effectiveness and a high-quality experience.
To create a self-guided docent environment, both a platform and voice functionality were essential foundational components, each involving multiple factors and variables to consider.
We sought the most efficient solution to fulfill these two core requirements, and after reviewing various references and recent trends, we decided to actively explore the use of an AI voice-based audio platform.
The rapid advancement of AI technology—a recent global trend—has also expanded into the voice domain,
and we identified several platforms that enable cost-effective voice creation and playback.
Using this platform, we created a narrative that conveys the story of the Amore Seongsu space and its brands.
Once the story of the space and brand is prepared, it can be easily deployed to create
an environment that quickly enhances visitors’ understanding of the space at any time.
Through this initiative, we are able to track customer QR scan traffic.
By analyzing engagement with the docent experience, we aim to test a new retail strategy designed to enhance spatial productivity and continue evolving toward a more effective operational model.
