AI adoption for brand security in South Korea

South Korean entities are increasingly utilizing artificial intelligence to address security and brand authenticity. Initially, private sector companies began adopting AI for specific operational needs, such as Home & Shopping’s use of an AI-based counterfeit monitoring system to analyze product data and Baskin Robbins’ application of generative AI for product development and customer engagement.

This trend expanded into a national initiative with the introduction of a government-led certification trademark system. Developed by the Korea Minting and Security Printing Corporation and the Korean Intellectual Property Office, this system employs AI-generated digital watermarks to combat the global circulation of counterfeit K-brand products. The system allows consumers to verify authenticity via QR codes in multiple languages, with companies like Samyang Foods and Amorepacific already participating. The government intends to use the resulting data to track illegal distribution and coordinate with international law enforcement.