The global success of "Squid Game," BTS, "Parasite," and K-pop has transformed South Korea into a cultural export powerhouse. Now, K-culture is poised for another leap, driven by artificial intelligence (AI). Generative AI is changing not just the tools for content creation but also the entire planning, production, distribution, and consumption processes.
The second leap for K-culture will begin with 'K-Content 2.0,' where creators and AI collaborate. Leading this change is Kim Kwang-jip, CEO of Studio Meta K.
K-culture must evolve again
Over the past two decades, K-culture has risen from the periphery of the global cultural industry to its center. K-pop has reshaped the global music market, while Korean dramas have become essential content on global platforms. Webtoons have become a source of intellectual property for films and dramas, and both gaming and entertainment have gained international recognition.
South Korea is no longer just a consumer of culture; it is now a country that exports culture and changes global consumption patterns.
However, K-culture is at a new inflection point. Competition in the global market is intensifying, and production costs are rising rapidly. Audiences demand higher quality and more diverse content. Relying solely on traditional production methods is becoming increasingly difficult for maintaining global competitiveness, and this is where generative AI comes into play.
AI is rewriting the economics of the content industry
Many people perceive generative AI as merely a tool for creating images and videos, but its significance in the content industry is much broader. AI is not just speeding up production; it is transforming the very structure of the industry.
In the past, producing a film required numerous staff, lengthy production periods, and substantial costs. Every process, from planning and scriptwriting to filming, post-production, and special effects, was conducted sequentially.
Now, AI enables idea expansion and storyboard creation during the planning phase, facilitates the implementation of various scenes during production, and automates editing, subtitles, sound, and translation in post-production.
With the entire production process connected through an AI-based pipeline, time and costs are reduced, allowing creators to focus more on new ideas.
Kim Kwang-jip redefines this trend as 'AI production.' He envisions generative AI not just as a video creation tool but as a production platform that connects the entire content creation process from planning to distribution.
By delegating repetitive tasks to AI, creators can invest more time in areas that require human touch, such as direction, storytelling, and emotional expression.
AI does not replace creators
A common misconception about generative AI is that it will replace creators. However, those actively utilizing AI in the field have a different perspective. Kim Kwang-jip defines AI as a tool that maximizes a creator's productivity rather than a technology that replaces them.
The advent of the camera did not eliminate painters, nor did the proliferation of digital editing tools make filmmakers obsolete. New technologies have historically helped existing creators realize greater imagination.
AI is no different. While AI can generate videos and images, it cannot decide what story to tell or replicate human emotions and philosophies. The essence of content still derives from human imagination, experience, and empathy. Ultimately, the competitiveness in the AI era will depend on how creatively individuals can utilize AI.
Proven AI in broadcasting and production
Kim Kwang-jip stands out because he is not just a technologist developing AI in a lab; he is a content creator actively applying AI in broadcasting, film, and advertising. His company, Studio Meta K, has been executing various commercial projects using generative AI, including dramas, broadcasts, advertisements, virtual humans, XR content, and AI animation, demonstrating the potential of AI production methods.
This goes beyond merely showcasing technology; it integrates AI into actual commercial content production processes. The accumulated know-how is not confined to one company but can spread across broadcasters, production companies, the advertising industry, and even into education and public content sectors.
AI can be utilized regardless of production scale, allowing large production companies to enhance productivity, small producers to reduce costs, and individual creators to achieve levels of production previously thought impossible.
AI is reshaping the competitive landscape of the content industry while also broadening the creative ecosystem.
K-culture evolves into 'global native content'
The first success of K-culture was exporting content made in Korea to the world. In the AI era, this approach is likely to change significantly.
Generative AI opens up possibilities for rapidly transforming a single piece of content to suit various languages and cultures through advancements in translation, dubbing, voice synthesis, and subtitle generation.
This transition signifies a shift from merely introducing Korean content abroad to planning and producing 'global native content' from the outset, with the global market in mind.
South Korea already possesses world-class ICT infrastructure and content production capabilities. With the addition of generative AI, K-culture can secure both production efficiency and global scalability.
Kim Kwang-jip views AI not merely as a cost-cutting technology but as a growth engine that connects Korean content to the world more quickly and broadly.
Designing a content ecosystem beyond technology
Kim Kwang-jip's interests extend beyond video production. While creativity is central to the content industry, securing production funds and attracting investment remain significant challenges. No matter how brilliant an idea may be, without funding, a project cannot come to fruition.
He believes that in the AI era, not only production technology but also investment and distribution methods must be innovated. Building an ecosystem where various participants grow together around content IP is essential for K-culture to develop into a sustainable industry.
These efforts are still ongoing, but they demonstrate that AI can change not just production but the entire industrial structure.
The next decade for K-culture
If streaming platforms have changed distribution methods, generative AI is changing production methods. In the future, how effectively AI is integrated into the creative process will likely determine the competitiveness of content companies.
However, as technology becomes increasingly standardized, human creativity and cultural sensitivity will become even more critical competitive advantages. In the AI era, the greatest asset remains people, and the success of content will ultimately depend on the stories created, not just the level of AI utilization.
Kim Kwang-jip's challenge extends beyond the growth of a single company. He is applying AI technology in production settings, experimenting with new production grammar, and seeking ways to enhance industry productivity and scalability.
If K-culture's first success stemmed from the passion of creators, the second success is likely to emerge from a new ecosystem created by the collaboration of creators and AI.
For South Korea to truly become a powerhouse in AI, it must go beyond merely producing AI models to creating new cultures and industries through AI. Kim Kwang-jip's vision embodies this challenge for the future.
* This article has been translated by AI.
Copyright ⓒ Aju Press All rights reserved.