SOOP's digital advertising subsidiary, PlayD, is sharpening its focus on marketing by upgrading its AI-driven ad production and management systems, while aggressively expanding its Generative Engine Optimization (GEO) business. By building an environment that supports the entire lifecycle of advertising—from initial concept to live operation—PlayD claims to be driving efficiency across the board.

Since its inception in 2010, PlayD has carved out a niche in performance and online commerce advertising. Since listing on the KOSDAQ in 2020, the firm has been managing an annual ad spend of 500 billion won, steadily piling up a mountain of advertising data and performance analytics along the way.

This year, PlayD launched a dedicated AI task force dubbed the 'AX Unit' to streamline ad operations and spearhead new AI service development. Central to this is the evolution of their AI marketing platform, 'All it'. It’s a comprehensive toolkit: 'Ato' handles copy generation, 'Crepas' tackles image creation, and 'Panorama' covers video production, effectively automating the entire creative process.

The company is also going all-in on GEO. Back in April, they launched 'SpAIder', a diagnostic service that maps out how brands appear in AI-driven search results and suggests optimization strategies. To date, they have run diagnostics for 36 advertisers across 46 different websites.

PlayD CEO Cho Myung-jin remarked, "The use of generative AI is spreading rapidly across the advertising industry," adding that, "we intend to keep strengthening our AI-based marketing capabilities—from automating production to optimizing AI search—to deliver fresh value to our advertisers."

SOOP plans to leverage its collaboration with PlayD to roll out this AI-powered advertising framework across its entire group.