Publics, a PR campaign firm led by CEO Eun Hee-chang, and AI creative startup Mosaek have signed a strategic MOU to jointly pursue AI-based PR, advertising content, and integrated marketing projects. The partnership moves Mosaek's generative AI video-production technology into the public sector, pairing it with Publics' policy and brand PR expertise.
How the partnership divides responsibilities
Publics will lead public-policy and brand PR strategy, along with the design of online and offline integrated marketing campaigns. Mosaek will convert those strategies into generative AI creative content, drawing on its veteran production team's planning experience. The two firms plan to jointly bid for PR contracts from public institutions and local governments, co-produce promotional videos and TV commercials, and develop short-form content.
They also intend to build advertising products that use real-person models and to establish systems for managing content rights and quality. A core goal is an "AI-based multi-content system" that continuously generates materials for specific products and issues within contracted rights, improving response times for different media outlets.
Proven cost savings from generative video
The model builds on Mosaek's commercial track record. The company produced an advertisement for the health-functional food "Sumchaeum" featuring singer Shin Yu using only generative AI - no separate on-site filming. The campaign recorded strong view counts and an efficient cost per view, while cutting fixed expenses like model fees, filming costs, and traditional production overhead. Those results confirmed the project's commercial viability.
For marketing teams watching production budgets, the mechanics matter. Generative Video workflows can remove location shoots and reduce talent costs, but only when rights and quality controls are locked down first.
Rights and deepfake safeguards for the public sector
Both companies said clarifying rights and running strict review procedures are prerequisites for bringing the technology into government work. Advertisements will run only after obtaining formal contracts covering portrait rights, name rights, and the scope of AI use. They plan to apply AI-generation labeling under the transparency principle of the Basic Act on Artificial Intelligence, alongside an in-house image-consistency review system, to prevent deepfake risks and unauthorized compositing.
Why this matters for marketing professionals
This partnership signals that generative AI video is moving beyond experimental budgets and into structured public-sector RFPs. For marketing leads, the takeaway is operational: the cost structure that worked for a single health-food commercial is now being packaged as a repeatable system for government and institutional clients. If rights management and AI labeling become standard in these contracts, they will likely flow into private-sector vendor requirements within the next procurement cycle. AI for Marketing teams should watch how these public-sector deals define acceptable use, because those definitions tend to harden into industry norms.
Your membership also unlocks:
