MUSINSA is ramping up company-wide initiatives to enhance its commerce services using artificial intelligence(AI). Beyond the operational tasks required for building a stable platform, the company is expanding the use of AI across diverse areas such as content creation and personalized recommendations, and plans to scale hiring in its tech division to support continued investment.
Beginning in the second half of this year, MUSINSA has been actively incorporating AI technology across its operations and service development processes to strengthen its ‘AI Literacy.’ The goal is to secure technological competitiveness in the rapidly evolving e-commerce market and elevate the quality of services operated under Team MUSINSA, including MUSINSA, 29CM, and SOLDOUT.
The focus is on increasing efficiency across various roles—development, product planning, design, and more—by integrating AI into day-to-day workflows. In particular, engineers within the tech division leverage AI-powered tools such as Claude, Cursor, and Junie for code generation and analysis.
MUSINSA is also utilizing AI across platform planning, design, and operations. The company employs AI-based image and video creation tools for trend analysis using extensive fashion big data and for producing marketing content informed by these insights. In addition, MUSINSA is using AI to enhance its global platform capabilities—such as product review translation and multilingual support—required for expansion into international markets including Japan and China.
In August, MUSINSA hosted an internal AI hackathon titled ‘MUSNSAI,’ where developers collaborated to solve challenges using AI, exploring new possibilities for development culture and teamwork. On November 13, the company also participated in OpenAI’s ‘DevDay Exchange Seoul,’ showcasing demo stations including an app that provides product recommendations and review summaries within the ChatGPT interface, as well as MUSINSA-agent-powered product recommendation experiences.
To accelerate its AI-driven capabilities, MUSINSA is also expanding efforts to recruit top talent. Through its dedicated career platform, ‘MUSINSA Careers,’ the company is hiring engineers across backend, frontend, ML(Machine Learning), SRE, and data roles on a rolling basis. The product division is also recruiting junior and senior talent for positions such as Product Manager and Technical Product Manager.
Jeon Jun-hee, Vice President of MUSINSA’s Tech Division, stated, “Strengthening AI literacy is no longer optional—it is essential. With the expansion and full-scale adoption of AI across the organization, our goal is to significantly enhance operational efficiency,” adding, “This technological innovation will become a new growth engine for MUSINSA, and through continued investment, we aim to deliver an elevated shopping experience to customers not only in Korea but also across global markets as the leading name in fashion e-commerce.”