HSAD signed a business agreement with the Korea Tourism Organization on "generative engine optimization (GEO)-based AI marketing" at its headquarters in Mapo-gu, Seoul, on the 22nd, the company said on the 23rd. The two sides plan to cooperate in strengthening tourism marketing competitiveness in the era of generative artificial intelligence (AI).
GEO is a technology that systematically structures relevant information so that generative AI systems such as ChatGPT and Gemini can accurately identify and reflect information about specific brands or content in their responses.
Under the agreement, the two sides will sequentially apply GEO-based AI marketing to 10 domestic festivals that the Ministry of Culture, Sports and Tourism and the Korea Tourism Organization are developing into world-class festivals. The first is the "Incheon Pentaport Music Festival," to be held at Songdo Moonlight Festival Park in Incheon from the 31st of this month to the 2nd of next month.
The agreement was based on the GEO solution package and related methodology that HSAD has independently developed since last year. Using its self-developed "GEO Scoring Dashboard," HSAD quantifies the extent to which a specific brand is mentioned or cited as an information source in responses from major generative AI systems. Based on this, the company plans to analyze marketing performance and continuously upgrade its strategy.
"Based on the GEO diagnostic agent and dashboard that HSAD has built, we will create an AI marketing model through an integrated solution spanning from analyzing customer questions to content production and performance measurement," an HSAD official said.
