OpenAI has announced significant advancements in artificial intelligence (AI) as it marks one year since its entry into the South Korean market. During a press conference on September 9 in Gangnam, Seoul, Kim Kyung-hoon, the country head of OpenAI Korea, emphasized the capabilities of the next-generation frontier model, Astra6.
"The most important aspect of Astra is whether AI can complete tasks independently. In the past, human intervention was necessary at various stages, but now we can trust AI to handle more complex tasks," Kim stated.
He explained that for business-to-business (B2B) transactions, the goal is to increase the usage of ChatGPT among domestic companies, while for business-to-consumer (B2C) transactions, the focus is on driving steady growth in weekly active users.
AI adoption among South Korean companies is rapidly increasing. According to OpenAI, since the official launch of its office in Korea, the number of users utilizing ChatGPT Enterprise has surged approximately 28 times over the past year. The usage of Codex also saw a significant increase, growing about 14 times from March to June.
Kim noted that the sectors experiencing the most growth include legal, finance, and human resources, with companies such as Samsung Electronics and Seoul National University adopting ChatGPT. Currently, brands like Musinsa, Nexen Tire, LG Uplus, LG Electronics, LG CNS, Toss, and Kakao are also using ChatGPT Enterprise.
OpenAI anticipates that the introduction of Astra will further accelerate AI adoption among domestic companies. With the increased token share of work and Codex based on ChatGPT 5.6, the use of AI is quickly transitioning from simple conversations to actual task execution. Kim pointed out that, prior to Astra, 64% of output tokens were used for work and Codex, with the remainder for chat, indicating that Astra will enable companies to undertake more in-depth tasks.
As AI takes on the role of operating computers and performing tasks autonomously, safety measures have also been enhanced. OpenAI has implemented guardrails, including improved alignment and privacy protections, as well as restrictions on access to high-risk features. The capabilities of Astra are also being utilized in cybersecurity, with Samsung SDS participating as a pilot partner for the cyber defense program 'Daybreak,' which will expand its application to other Samsung affiliates.
Additionally, OpenAI announced growth in its advertising model. The global advertising business reached an annualized revenue of $1 billion within approximately 200 days of its launch. In South Korea, initial testing is currently underway with a limited number of users. Kim mentioned that there were cautious opinions internally regarding the introduction of advertising, stating, "We are approaching this conservatively while protecting personal information." He added that initial results will be compiled and shared within the next one to two months.
On the same day, OpenAI showcased a demo of Astra performing actual tasks. Astra created a 24-second video implementing a 3D store layout based on an interior order and construction plan, as well as a business plan, completing the task in under 20 minutes. The original files for the space, camera movements, and music remain available for future modifications.
* This article has been translated by AI.
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