Beyond Recommendation: When AI Starts Running Your Store

Session Overview

CEO Park Ji-hyuk shares hard-won methods and lessons from building AI agents for e-commerce—moving beyond “recommendation” systems to agents that operate an online store end-to-end.

Starting from a 2020 project that built a barrier-free shopping platform for the visually impaired, he validated the potential of conversational interfaces. That work evolved into Gentoo, an AI shop assistant that first helped customers make purchase decisions and has since progressed into an agent capable of managing the store itself.

This talk presents practical methodologies for designing and running stable LLM-based systems in a constantly changing commerce environment—handling product onboarding and stock-outs, real-time inventory changes, and context-aware conversations with users. Finally, drawing on insights from global AI startups discussed at OpenAI Dev Day in San Francisco last month, Park explores the next inflection point for AI-driven commerce and what it means for the industry.