As competition in artificial intelligence transformation (AX) intensifies within the securities industry, Hyundai Motor Securities (001500.KS) has become the first among mid-sized brokerages to adopt a cloud-based AI work support service.
According to the financial investment industry on the 9th, Hyundai Motor Securities officially deployed its in-house work support service "HAI 1.0" to all employees starting that day. HAI 1.0 answers employees' questions and summarizes documents based on internal regulations, guidelines, and work documents.
The most notable feature of HAI 1.0 is that it is the first cloud-based platform to be adopted among mid-sized brokerages pursuing AX. While some brokerages that previously introduced AI work services built their own large language models (LLMs) by purchasing graphics processing units (GPUs), Hyundai Motor Securities developed its service using a cloud method with "Claude Sonnet 4.5" as its base LLM.
HAI 1.0 has the advantage of being far superior in development scalability and flexibility compared to on-premises methods that use proprietary LLMs, as its base LLM itself outperforms commercial AI and its platform is cloud-based. Network separation regulations applied to cloud methods were resolved through designation as an innovative financial service.
Hyundai Motor Securities is accelerating its adoption of AI for work support based on the judgment that productivity improvements through AX are essential for survival in the securities business. Bae Hyung-geun, CEO of Hyundai Motor Securities, presented AI innovation as a core management strategy at this year's regular shareholders' meeting in March, and a dedicated AX team was newly established within the Planning and Finance Business Division. Other brokerages have also rushed to establish in-house AX teams and begun developing AI tools.
To secure a leading position in AX, Hyundai Motor Securities plans to build "HAI 2.0," a company-wide common AI platform, within the year. HAI 2.0 will include a function allowing any employee to directly create and use an AI agent suited to their own work. At the same time, the company plans to leverage the platform's high scalability to develop and deploy both general work support agents and agents specialized in the pension sector. In particular, the pension agent is expected to significantly improve productivity by enhancing the speed, quality, and professionalism of customer service in the field.
Furthermore, in 2027, the company plans to build "HAI 3.0" to expand the scope of AI application beyond in-house operations to the entire business domain and customer-facing services. The strategy is to strengthen its core business competitiveness with "Hyundai Motor Securities' own AI" rather than general-purpose AI, which is unusual for a mid-sized firm. An official at Hyundai Motor Securities said, "AI is no longer a choice but core infrastructure for core business competitiveness," adding, "We will create an environment where any employee can use AI like a colleague, and connect the capabilities secured through this to customer value."
