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플랫폼 서비스 혁신에 있어 인공지능(AI)의 역할과 효과에 관한 연구: 카카오 그룹의 인공지능 활용 사례 연구

The Role and Effect of Artificial Intelligence (AI) on the Platform Service Innovation: The Case Study of Kakao in Korea

김은영|이경주
한국지식경영학회 (The Knowledge Management Society of Korea)|2020.03|지식경영연구 (Knowledge Management Research)|제21권 제1호|pp. 175-195|DOI 10.15813/kmr.2020.21.1.010

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키워드

ChatbotArtificial intelligenceRecommendation systemService innovationPlatform businessTransaction cost theoryService personalizationCustomer data
주제분류경영학

초록

The development of platform service based on the information and communication technology has revolutionized patterns of commercial transactions, driving the growth of global economy. Furthermore, the radical advancement of artificial intelligence(AI) presents the huge potential to innovate almost all industrial and economic activities. Given these technological developments, the goal of this paper is to investigate AI’s impact on the platform service innovation as well as its influence on the business performance. For the goal, this paper presents the review of the types of service innovation, the nature of platform services, and technological characteristics of leading AI technologies, such as chatbot and recommendation system. As an empirical study, this paper performs a multiple case study of Kakao Group which is the leading mobile platform service with the most advanced AI in Korea. To understand the role and effect of AI on Kakao platform service, this study investigated three cases, including chatbot agent of Kakao Bank, Smart Call service of Kakao Taxi, and music recommendation system of Kakao Mellon. The analysis results of the case study show that AI initiated innovations in platform service concepts, service delivery, and customer interface, all of which lead to a significant decrease in the transaction costs and the personalization of services. Finally, for the successful development of AI, this research emphasizes the significance of the accumulation of customer and operational data, the AI human capital, and the design of R&D organization.

Abstract

The development of platform service based on the information and communication technology has revolutionized patterns of commercial transactions, driving the growth of global economy. Furthermore, the radical advancement of artificial intelligence(AI) presents the huge potential to innovate almost all industrial and economic activities. Given these technological developments, the goal of this paper is to investigate AI’s impact on the platform service innovation as well as its influence on the business performance. For the goal, this paper presents the review of the types of service innovation, the nature of platform services, and technological characteristics of leading AI technologies, such as chatbot and recommendation system. As an empirical study, this paper performs a multiple case study of Kakao Group which is the leading mobile platform service with the most advanced AI in Korea. To understand the role and effect of AI on Kakao platform service, this study investigated three cases, including chatbot agent of Kakao Bank, Smart Call service of Kakao Taxi, and music recommendation system of Kakao Mellon. The analysis results of the case study show that AI initiated innovations in platform service concepts, service delivery, and customer interface, all of which lead to a significant decrease in the transaction costs and the personalization of services. Finally, for the successful development of AI, this research emphasizes the significance of the accumulation of customer and operational data, the AI human capital, and the design of R&D organization.

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