스톡 이미지 플랫폼의 AI 서비스 활용 전략 연구 - SWOT와 TOWS 분석을 중심으로 -

Abstract

(Background and Purpose) Recent advances in generative AI technologies are fundamentally transforming content creation methods and distribution structures. Stock image platforms are also adopting AI-based search, curation, and image generation functions, as they explore new service strategies. These changes are accompanied by issues that extend beyond technological innovation, including copyright, authenticity, ethics, and social acceptability, requiring strategic responses at the platform level. Accordingly, this study aims to categorize the services of stock image platforms that utilize AI technologies into AI-based search, AI-based curation, and AI image generation services, analyze the technical characteristics and structures of each type, and propose strategic directions based on the findings. (Method) To understand expert perceptions and evaluations of AI-based service types on stock image platforms and to derive strategic implications, in-depth interviews were conducted with professionals in advertising, photography, design, and content production. Based on the practical insights gathered through these interviews, the strengths, weaknesses, opportunities, and threats of each service type were identified and structured into a SWOT analysis. The interrelationships among the SWOT factors were then analyzed to construct a TOWS strategy matrix, and SO, ST, WO, and WT strategies were systematically proposed for each service type. (Results) Through the SWOT analysis and the construction of a TOWS matrix, it was found that each type of AI-based service on stock image platforms possesses distinct technical strengths and corresponding strategic challenges. AI-based search services hold strong potential to enhance the overall user experience through natural language search capabilities and integration with multimodal search technologies, while the need to ensure system reliability and incorporate explainable AI functions has emerged as a critical strategic issue. AI-based curation services were evaluated as being particularly effective in addressing B2B market demands through industry-specific curation strategies; however, ensuring content diversity and maintaining a high level of creativity were identified as key areas requiring further attention. AI image generation services offer improved efficiency in rapid mock-up creation and effective visualization of creative concepts, yet face important challenges such as copyright management, user training on prompt utilization, and the need to secure consistency in the quality of generated outputs. (Conclusions) This study analyzed the service transformation of stock image platforms driven by the adoption of AI technologies and presented a practical analytical framework for formulating strategies by service type. Through expert interviews, SWOT analysis, and the TOWS matrix, strategic implications were derived for AI-based services as key elements in ensuring the sustainability and differentiation of stock image platforms. The findings of this study are expected to serve as a meaningful foundation for future planning, operations, policy development, and subsequent academic research in the stock image industry.