AI Creative Hub Program

In 2025, the Company organized the “AI Creative Hub” at the headquarters office with the objective of enhancing employees’ knowledge, understanding, and skills in applying artificial intelligence (AI) technologies. This initiative forms part of the Company’s strategic approach to employee development, aimed at preparing the workforce for technological change. The activities attracted strong interest and broad participation from employees across the organization. The program was designed to emphasize hands-on learning experiences, promoting active participation and the practical application of knowledge, such as:

• AI-generated Advertising Jingle Activity: Employees experimented with AI tools to create melodies and lyrics aligned with the Company’s brand identity.
• AI-assisted Video Creation Activity: Employees worked in teams to produce promotional videos for products sold in stores, using AI as a creative and production support tool.

The AI Creative Hub Program not only enhanced employees’ understanding of modern technologies, but also fostered creative thinking, teamwork, and new perspectives on the practical application of AI for business purposes. These initiatives serve as a key foundation for strengthening the Company’s long-term organizational capabilities.

The Company believes that developing employee capabilities alongside the appropriate adoption of AI technologies will strengthen business operations, enable effective responses to customer needs, and support sustainable growth for both the organization and society.