Hyundai Card Tests AI for Press Release Writing in Internal Blind Test
Hyundai Card held a blind test at its Seoul headquarters to compare a press release written by a PR employee against one generated by AI. Employees reviewed both drafts for structure and logical flow without knowing which version came from the human writer.
The PR employee drafted the release using internal sources and interviews. The AI version relied on externally collected information. The human-written draft ranked higher in the initial round.
Reviewers found it difficult to identify which version was written by a person. Some interpreted the same writing style differently - one employee said a draft felt human-written because the topic was clear and card benefits were described in detail. Another said the same approach felt AI-generated because the benefits were listed in a structured but unnatural way.
Hyundai Card said the exercise's purpose extended beyond selecting a winner. The test helped the PR team review prompt-writing methods, AI-assisted editing, and search workflows for communications tasks.
The company plans to expand similar tests to domestic press materials, overseas PR content, and YouTube scripts. A Hyundai Card official said the competition format drew employee interest and generated feedback on where the team could improve compared with AI-generated output.
LLM Training Program Reaches 560 Employees and Leaders
Hyundai Card expanded internal training on large language models to 260 leaders at team-leader level and above, plus 300 employees who opted in. The company did not offer the training to all staff.
The curriculum focused on practical use of LLMs in work processes rather than treating the technology itself as the main objective. Participants used LLM tools to curate keyword-based news, draft briefing materials, and summarize long documents. They prepared mind maps and presentation decks from the outputs.
Training exercises included workflow automation with AI-enabled Excel and vibe coding to build web pages and applications. Some modules were tailored to specific business functions - using credit purchase volume data to model business performance and risk, and building an HR assistant chatbot.
Hyundai Card used dummy data during training to address security concerns. The data reflected the structure of the company's actual systems without exposing real internal information.
Vice Chairman Ted Chung participated in the LLM training and completed the exercises. In a social media post, Chung said senior leaders need to understand basic AI and coding workflows to communicate with working-level employees, even if they do not carry out such tasks themselves.
AI Expansion Beyond Data Functions
Hyundai Card has already applied AI mainly in data-driven areas including marketing, credit underwriting, and fraud prevention. The company plans to extend AI use into PR, design, and human resources.
The company developed proprietary AI software called UNIVERSE. At the end of 2024, Hyundai Card exported the platform to a major Japanese credit card company.
A Hyundai Card official said the company plans to continue testing AI use in different areas of work. The AI Learning Path for Public Relations Specialists offers structured training for PR professionals implementing similar workflows.
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