“The Future of Marketing Transformed by AI”: Entrepreneurship Academy Lecture on Demand by Joo-hye Shin of SELFISH CLUB

On September 10, 2023, Korea University's Business School (Dean: Eonsoo Kim) hosted a lecture on demand for the Entrepreneurship Academy at the Startup Research Center (Director: Jungbien Moon) in Room B308 of the Hyundai Motor Hall. The lecture was delivered by Joo-hye Shin, master of SELFISH CLUB. 

Joo-hye Shin is the founder of SELFISH CLUB and serves as a leading speaker for AI marketing education at various institutions, including the Gyeonggi Knowledge and Busan Economic Promotion Agency, Fast Campus, and Class101. During her lecture, she presented on the topic of “Building a Full-Stack Marketing Team with AI.” 

Shin began by sharing her career journey, which spans over a decade in the marketing field across numerous startups, including the healthcare platform GoodDoc, P2P finance, Wingbling, and Class101. She revealed that her venture into artificial intelligence (AI) stemmed unexpectedly from her experience as a victim of a Ponzi scheme. 

While working at a real estate investment platform and in P2P finance, she was left broke due to the scheme. "I had to take up marketing as a laborer," she explained. Teaming up with a friend as a "marketing duo," she worked at five different companies, which transformed her perspective on marketing. “In marketing, being ‘number one’ is meaningless; the goal is to achieve a strong positioning in a specific area and become a ‘promotion expert,’” she reflected. This experience ultimately led her to create a full-stack marketing team at Class101, which brings together a team to achieve shared objectives. 

After using ChatGPT, Shin concluded that AI can be most effectively utilized by those with prior experience. She noted that while AI makes it challenging to recruit specialists like designers and engineers, it presents a golden opportunity for marketers and planners. She emphasized that we are in an era where it is possible to generate prompts based on images, marking the end of watermarking images purchased for use. Shin concluded her lecture by posing the question of whether AI could enable marketers to accomplish tasks previously deemed impossible.