[AI Revolution](75) If Google is in the US, RSN is in Korea

Collection and Analysis of 280,000 Domain Data
Providing Customized Results Based on Client Needs
Efforts to Filter Out Advertising and Fake Reviews

Google has emerged as a powerhouse in the data era by securing an enormous amount of global data through its search service. It has played a crucial role in trend research as it became known that people reveal their 'true feelings' when searching. While Google represents the U.S., South Korea has RSN, established in 2004.

Baek Seonghwan, CEO of RSN
[Photo by RSN]

RSN may be unfamiliar to the general public as a B2B company, but it leads AI big data analysis services with technology and know-how cultivated over many years. RSN has contracted with over 500 domestic and international clients, with 73% being long-term customers for more than three years. Most well-known companies have used RSN's AI analysis services at least once. RSN has built its own large language model, 'Lucy LLM,' and holds a cumulative data volume of 180 billion records, analyzing 22 million data points daily on average. Last year, its sales reached 15.3 billion KRW, and it is preparing for an initial public offering (IPO) in the first half of 2025.

What sets RSN apart from other AI companies is its analysis of unstructured big data. Simply put, it analyzes not only structured text but also typos, slang, the latest buzzwords, and memes. For example, in an online community, netizens refer to SK Telecom as 'Seukteu' and KT as 'Keuteu,' and RSN has the technology to understand the meaning of such conversational expressions used online. It analyzes information in real-time from 280,000 domains, including portal sites, commerce, and social networking services (SNS).

The results are provided in infographic formats tailored to client needs for easy viewing or submitted as periodic reports. If a beer company A requests an analysis of the latest beer taste trends, RSN investigates which evaluations such as 'refreshing' or 'smooth' are most common for each company's beer products and identifies the reasons for their popularity. If a confectionery company B is considering a new product advertising concept targeting the MZ generation, RSN analyzes situations where specific memes are frequently used and integrates them into advertising copy. It creates added value by connecting data with data.

Seonghwan Bae, CEO of RSN, recently said in an interview with Asia Economy, "We collect online information in real-time and quickly find meanings. It is useful for market analysis, issue analysis, and monitoring consumer reactions." He added, "One client has different needs by department, so we have about 900 analysis models." RSN originally started as a crisis management company. In the early 2000s, when internet media companies were emerging, it helped manage corporate risks by monitoring online news content in real-time to respond to risks. While it once helped defend clients against revenue declines, it has now firmly established itself as an 'AI company that generates revenue' by supporting client decision-making and sales growth.

CEO Bae Seong-hwan (left) and Director of Technology Research Institute Park Jeong-ho of RSN.

Jung-ho Park, head of RSN's Technology Research Institute, said, "Requests from the e-commerce industry increased after the COVID-19 pandemic. They range from competitor product pricing to review content analysis." He noted the change, "Before COVID-19, 95% of all reviews said 'Thank you for the fast delivery,' but after COVID-19, various reviews about products began to appear."

As it became known that data drives industries, RSN also prepared countermeasures against 'contaminated information.' Park said, "As the online market has grown, the importance of product reviews has increased." He added, "We are training AI to filter out advertising and fake reviews as much as possible and collect pure and accurate reviews." Precision is necessary for more accurate data analysis. He mentioned, "Reviews posted during the first three weeks after a product launch are likely to be advertising viral."

RSN analyzes data not only from South Korea but also from English-speaking countries, Japan, and China domains. It has supported the global business of company C, a leading domestic manufacturer of smartphones and major home appliances, for over ten years. It analyzes overseas consumer preferences and trends and supports appropriate marketing methods and product development.

Foreign companies that use the Korean market as a testbed also request RSN's services. CEO Bae said, "Products popular in Korea, like K-pop and K-content, often receive good responses in global markets."

Recently, RSN participated in the Dubai Beauty Expo and introduced the 'Lucy K-Beauty Insight' solution, which provides beauty brand reputation, hot item trends, and consumer review analysis. It emphasized that overseas buyers can easily and quickly identify popular brands and products in the Korean beauty market. CEO Bae stated, "We will introduce additional customized new services that incorporate customer needs and innovative technologies, such as the K-Beauty Insight platform, and discover success cases by industry to expand global business."

RSN participating in the Dubai Beauty Expo.

This content was produced with the assistance of AI translation services.