KGM partners with AI video creators to expand brand content experiments

KG Mobility (KGM) is moving into generative AI-powered brand content production, partnering with creators skilled in AI video to broaden how the automaker tells its mobility story.

KGM announced Tuesday it is recruiting members for the "KGM AI Creator Club."

The program will select creators who can reinterpret KGM's brand, products and promotions in new ways using AI generation tools. Unlike conventional advertising or promotional content, the initiative aims to blend each creator's individual perspective with AI production techniques to generate a wider variety of brand experiences.

KGM will select 10 participants in total. Individuals who have experience producing video with AI generation tools and who run a short-form or long-form content channel are eligible to apply.

Selected creators will be active from July 1 through Aug. 14, during which they will complete two AI content production missions centered on KGM brand and promotional themes.

Participants will receive the opportunity to take part in official KGM projects as well as a per-mission activity stipend. Depending on whether a creator is named a top performer and whether they meet set performance benchmarks, individuals can receive benefits worth up to 3 million won ($2,050) in total.

Applications are open through June 30 on the events page of KGM's official website. Applicants must submit their AI content production experience or a portfolio, along with a link to a public social media account.

KGM has been stepping up its generative AI-driven brand communications. The company earlier held the "Musso Man AI Awards," a video contest featuring Musso brand character "Musso Man," which drew 263 entries. Content from the contest has accumulated 1.18 million views.

AI-driven marketing experiments are becoming increasingly common across the auto industry, as short, intuitive content that consumers can watch and share on their own grows in importance — a shift away from one-way messaging about vehicle performance and design.

"We plan to showcase KGM's own brand content that combines AI technology with creators' creativity, offering a richer and more varied experience," a KGM official said.