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Baskin-Robbins
experiments with AI to expand ice cream market
By Ko Dong-hwan, The Korea
Times - Major food product group SPC will open a new strategic Baskin-Robbins
store in Seoul’s luxurious Cheongdam area on Friday, to cement the popular ice
cream brand’s market share and provide artificial intelligence (AI)-aided
customized services to consumers.
SPC Vice President Hur
Hee-soo held a press conference on Thursday at the new flagship store, speaking
on the new store’s significance to the American brand that first opened in
Korea in 1986. American Chamber of Commerce in Korea (AMCHAM Korea) Chairman
James Kim also made a surprise visit to the press conference.
SPC said the new store,
together with one in Seoul’s Dogok area which opened last year, will be the
brand’s two flagship stores, introducing innovative flavors and the latest in
customized services.
Hur said the new store
in Gangnam District demonstrates SPC’s goal to upgrade by implementing the
group's "ICET" vision: innovation, collaboration, environment and
technology.
"When we opened our first Baskin-Robbins store here, our choices, which had been limited to vanilla, strawberry and chocolate, were liberated to 31 different flavors and more,” Hur said. “Now, ice cream isn’t just a dessert. They have become part of our joyful culture and freedom of selection. The new store will open the door to new change for the next generation.”
Hur said the store in
Cheongdam will serve more consumers with unique preferences, focusing on the
brand's core philosophy and future direction over short-lived trends.
On the technology
front, the company is introducing an AI-based personalized recommendation
system to offer a more refined and customized experience. It will also leverage
AI across its products and services.
AMCHAM's Kim said
Baskin-Robbins in Korea is more advanced than in the United States and could be
leveraged to further strengthen bilateral exchanges in commerce.
"The ties between
both countries are important. Baskin-Robbins came from the U.S., but it has
become bigger and better here,” Kim said.
