HSAD has ushered in a new era of marketing, introducing design-based artificial intelligence (AI) where marketers directly design and operate AI agents.
At the Digital Marketing Summit (DMS) 2026 held at the Convention & Exhibition Center (COEX) in Seoul on Wednesday, HSAD unveiled a groundbreaking marketing structure centered on marketer-designed AI agents.
This shift represents a significant evolution in the role of marketers, transforming them from mere AI tool users to agent team architects who leverage their expertise to structure AI agents.
HSAD also showcased DASH, an agent-based marketing platform, and its ecosystem designed to facilitate this transformation.
The DASH ecosystem functions as an integrated unit, comprising the Deep Agent Builder for creating agents through natural language input, DASH Flow for organizational sharing and management, and DASH Connector for linking internal data with agents.
Within this ecosystem, marketers can design sophisticated multi-agent structures to tackle complex projects. A demonstration highlighted the system’s capabilities, showcasing seamless collaboration among agents for tasks ranging from consumer intent analysis to strategic report generation. The integration of internal data via DASH Connector notably enhanced the agents’ ability to produce context-specific, high-quality outputs.
HSAD emphasized that the future competitive edge in marketing will hinge on an organization’s ability to transform individual experiences into structured agent forms and organizational assets. This approach aims to convert personal expertise into collective organizational knowledge, enabling consistent and effective marketing execution. HSAD is committed to ongoing support for companies in developing tailored agent operating systems.
Lee Sung-jae, Chief Security Officer (CSO) of HSAD, remarked that the future of marketing competitiveness lies in the ability to structure personal experiences into agent forms and leverage them as organizational assets. Through the DASH ecosystem, they’re set to transform marketing organizations from execution-centric models to asset-based operational structures.