Obzen Ushers in the Era of AI Marketing 2.0 with 'AIMs 2.0' Contract Signed with KB Kookmin Card

Obzen, a company specializing in AI CRM (Co-CEOs Jeon Bae-moon and Yoo Yonghee), announced on December 10 that it has signed a contract with KB Kookmin Card to build the integrated AI marketing system 'AIMs 2.0 (AI Marketing System 2.0),' a project worth 3.6 billion KRW. This contract is significant as it marks the first full-scale adoption of Agentic AI into marketing operations within the domestic financial sector.

AIMs 2.0 aims to unify existing distributed systems into a single integrated environment and establish a next-generation marketing operation system that leverages both generative AI and Agentic AI. Through this, KB Kookmin Card plans to build a system capable of handling everything from large-scale batch campaigns to real-time hyper-personalized marketing, and to complete an AI-driven integrated marketing operation environment, including automated offer recommendations based on customer attributes through AI models.

The financial industry is paying close attention to this project as it represents the first case among domestic card companies to fully introduce Agentic AI into marketing. In particular, the system is designed to utilize generative AI and Agentic AI to establish a marketing planning and operation environment, as well as to provide various services such as customer analysis and customer segment generation. This structure enables the delivery of flexible and highly scalable services that can keep pace with rapidly changing technological environments.

This is not the first AI business collaboration between Obzen and KB Kookmin Card. In 2022, the two companies completed the first AI marketing automation platform in the financial sector by building the AI Marketing System (AIMs). In 2024, they established the AI Model Integrated Management System (MIMS), securing a full-cycle management system from model planning to operation, and demonstrated success in projects within the highly demanding financial sector. AIMs 2.0 is an evolution of this collaboration, advancing into a next-generation AI marketing system that integrates AI model operations and marketing execution management.

As AI evolves beyond simple decision support to leading strategy formulation and execution through 'Agentic AI marketing,' this project signals a transformative shift to a new marketing ecosystem that is fundamentally different from previous approaches in terms of technology, market, and customer experience. Since the card industry is inherently driven by 'hyper-personalized recommendations,' Agentic AI is expected to play a crucial role in understanding each customer's unique context and automatically recommending timely offers, thereby improving both productivity and business performance.

Through this contract, Obzen has once again proven its position as a 'profitable AI company' based on its AI business commercialization capabilities and customer trust. An industry insider commented, "Obzen is a company that has secured all three pillars: technological capability, performance, and market trust," adding, "With the construction of AIMs 2.0, it will set a new standard for AI marketing in the financial sector."

Jeon Bae-moon, CEO of Obzen, stated, "AIMs 2.0 is a symbolic project that will drive the full-scale automation and intelligence of financial marketing," and added, "We will expand it into a universal B2B solution based on Agentic AI technology that can be utilized across all industries."

Recently, Obzen has been enhancing and expanding the application scope of its AI marketing solutions, focusing on the financial and retail sectors. Based on its proprietary CRM platform 'obzen CDXP+,' the company provides technologies for customer data analysis, recommendations, and campaign automation, and has been accumulating experience through major financial projects with Samsung Monimo, KB Securities, and IBK Industrial Bank of Korea.

Additionally, Obzen has demonstrated its AI business commercialization capabilities with three consecutive quarters of operating profit and significant sales growth compared to the previous year. At the 'Agentic AI × CRM Seminar' held in September, the company also attracted significant industry attention by presenting the role of AI agents as strategic partners for marketers.

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