Expanding AI applications across workflow efficiency and content production Reducing the burden of producing brand marketing content
Fashion company HANSAE-MK, led by co-CEOs Ji-won Kim and Dong-hwan Lim, is accelerating operational efficiency through company-wide AI adoption. As digital channels continue to proliferate across the fashion industry, companies are actively expanding their use of AI.
HANSAE-MK is rapidly applying AI technologies suited to fast-changing fashion trends and marketing conditions, introducing them as content-production tools to improve practical efficiency. The company plans to accelerate AI-driven innovation step by step across planning, design, production, sales, marketing, and visual merchandising.
By applying AI throughout marketing content creation and operations, the company has established a stable structure for producing content optimized for each brand's characteristics and seasonal concept. This has reduced the burden on production resources while helping each brand maintain a consistent tone and manner.
BUCKAROO and the B archive were among the first to introduce AI into the production of their 2026 Spring/Summer lookbooks and key video content. The approach preserves the expressive power of each seasonal concept while improving production efficiency and operational stability.
Authentic casual brand NBA is partially applying AI-assisted workflows to social media content, including Instagram, and to seasonal videos shown in stores. The technology is used to create visual content that reflects the seasonal concept and brand image.
AI use is also expanding across the company's kids brands. Global babywear brand MOIMOLN actively uses AI not only for social content and seasonal campaign imagery, but also for advertising videos shown at major airports in Korea.
One representative example is the airport media advertising campaign conducted last year at Gimpo and Jeju airports. AI was used to produce a video emphasizing the brand's reliability and scale, expanding customer touchpoints among both domestic and international audiences.
Kids sports multi-store PLAYKIZ PRO uses AI to produce seasonal product-styling images and Reels explaining the storage capacity and internal structure of back-to-school bags. Levi's Kids also uses AI in the creation of seasonal concept images and selected product visuals.
HANSAE-MK is also providing AI training for employees so that adoption becomes embedded in the organization rather than remaining a temporary experiment. Through regular training and customized guidance, the company is focused on strengthening the practical AI capabilities of individual employees.
A HANSAE-MK representative said, 'Rather than simply adopting AI as quickly as possible, we are focused on building a structure that allows it to be used reliably in day-to-day work in a way that fits each brand's identity. We will continue to advance the scope of AI use step by step so that operations become more efficient while maintaining the quality of each brand's content.'