In the Age of AI, Why Brands Must Become “Content Studios”
From one-off campaigns to continuous publishing—how brands can redesign content operations and build an AI-powered system for sustainable production, repurposing, and management.
Session Overview
Brand marketing is shifting from one-off “campaigns” to continuous content publishing. We have entered an era where brands must evolve into media-driven organizations that produce and manage their own content. However, many companies still struggle to keep up in today’s always-on environment because outdated, campaign-oriented structures eventually hit operational limits.
The key to breaking through lies in the studio-ization of the organization and the integration of AI infrastructure. This session reframes AI not only as a “creation tool,” but as the operation infrastructure essential for sustainable content production, repurposing, and management.
We will share practical frameworks and workflows for brands looking to pivot away from agency-dependent models and build robust internal content capabilities—because competitiveness in the AI era is defined not by who creates the flashiest content, but by who builds a system capable of tireless, consistent production.
Speakers
Sunwoo is a brand and content marketer serving as the CEO of YouCrab Marketing and an adjunct professor in the YouTube Creator Department at Gimpo University. He previously worked as a marketer at SK Telecom and as a team leader at HYBE.
A first-generation YouTube marketer, he received the Special Award (Research Category) at the Korea Marketing Awards and has earned recognition at major domestic and international awards including New York Festivals and the Korea PR Awards.
He is the author of eight marketing bestsellers—such as Content is Everything 2024 and The Winning Formula for Attractive YouTube— and a columnist for outlets including Donga DBR and Q-letter. He speaks at conferences like Longblack, CMS, and Max Summit, and works as a strategist advising brands on the future direction of content marketing.
Currently, he leads the production of video content for branding and marketing—such as brand films and campaign videos—within the video team of MUSINSA B&C. Recently, he has introduced generative AI into the production process and is utilizing it end-to-end, from planning through post-production.
He is also advancing practical AI adoption in an in-house production environment to increase both production efficiency and the quality of results.
Gyuseok is a creative leader working at the intersection of generative AI and brand content strategy. Moving away from expensive outsourcing models, he built a “one-person AI production pipeline” and transformed brand content operations into a more efficient and scalable structure.
He planned an AI character IP series—“A Black Young Man and a Korean Grandmother”—reinterpreting the brand slogan as storytelling content. In just six months, it reached 170 million views, demonstrating how AI can function not only as a production tool, but as an execution system for brand strategy.
He currently leads the AI Creative Team at Yanadoo, designing strategies that shift brands from simply running ads to operating as a “content studio” that plans, produces, and manages its own content.