From Chatting on KakaoTalk to Making Purchases... The AI Ecosystem of Kakao Drawing Attention in the Distribution Industry

It is now commonplace for consumers to discover products, compare and explore options, and complete purchases, all seamlessly integrated into their everyday messaging experiences.

At the 2026 Spring Academic Conference of the Korean Distribution Science Association, held recently at the Korea Chamber of Commerce and Industry in Jung-gu, Seoul, the conference focused on changes in consumer behavior driven by connections between services. Kakao participated in a special session and gave a presentation on "Kakao DX (Digital Transformation)/AX (AI Transformation) Business Services and Their Role in the Distribution Ecosystem," outlining the future direction of platform-based distribution structures.

Jihee Choi, Head of Policy Agenda at Kakao, is presenting at the Spring Academic Conference of the Korea Distribution Science Association held at the Korea Chamber of Commerce and Industry in Jung-gu, Seoul on the 24th. Provided by Kakao

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Kakao has built a digital ecosystem centered on KakaoTalk, integrating communication, shopping, payments, content, and mobility. Users can encounter products through advertisements on KakaoTalk and experience a seamless flow from exploring items in services like Talk Deal and Gift to making purchases-all within one platform.

Jihee Choi, Head of Policy Agenda at Kakao, who led the presentation, explained, "Vendors selling products on the Kakao platform, companies utilizing advertising solutions, creators, and small business owners can all identify targeted customers with precision, maximize marketing efficiency, and achieve tangible sales results within this ecosystem."

Seo Yonggu, professor of business administration at Sookmyung Women's University, emphasized, "Kakao has 49 million users, and 94% of the population uses it. Going forward, Kakao's role in the distribution industry will be especially important."

Kakao also introduced its agentic artificial intelligence (AI) ecosystem, which is built on platform capabilities. The AI understands the context of user conversations, proactively suggests needed information, and guides users toward relevant products and services. Representative services include ChatGPT for Kakao and Kanana in KakaoTalk AI service. For example, the AI agent service 'KakaoTools,' applied in ChatGPT for Kakao, integrates not only Kakao's own services such as KakaoMap and Gift, but also partner services like Musinsa and Olive Young.

A Kakao representative stated, "This presentation indicated that the center of distribution is shifting from individual channels to 'connected experiences,'" adding, "In the AI era, we plan to continue connecting users to the moments that matter in their daily lives."

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