{"id":22097,"date":"2025-10-20T02:05:51","date_gmt":"2025-10-20T02:05:51","guid":{"rendered":"https:\/\/www.criteo.com\/kr\/?p=22097"},"modified":"2025-10-20T02:06:42","modified_gmt":"2025-10-20T02:06:42","slug":"retail-media-in-the-agentic-era","status":"publish","type":"post","link":"https:\/\/www.criteo.com\/kr\/blog\/retail-media-in-the-agentic-era\/","title":{"rendered":"\uc5d0\uc774\uc804\ud2f1 AI \uc2dc\ub300\uc758 \ub9ac\ud14c\uc77c \ubbf8\ub514\uc5b4"},"content":{"rendered":"<p>\uc774\ubc88 \ube14\ub85c\uadf8 \uae00\uc5d0\uc11c\ub294 \ud06c\ub9ac\ud14c\uc624 \ud50c\ub7ab\ud3fc \uc804\ub7b5 \ucc45\uc784\uc790 \ub9c8\uc774\ud074 \uadf8\ub9b0(Michael Greene)\uc774 AI \uc5d0\uc774\uc804\ud2b8\uac00 \ub9ac\ud14c\uc77c \ubbf8\ub514\uc5b4\uc5d0 \ubbf8\uce58\ub294 \uc601\ud5a5\uacfc, \uc720\ud1b5\uc0ac \ubc0f \ube0c\ub79c\ub4dc\uac00 \uc774\ub7ec\ud55c \ubcc0\ud654\uc5d0 \ud6a8\uacfc\uc801\uc73c\ub85c \ub300\uc751\ud558\ub294 \uc804\ub7b5\uc744 \uc790\uc138\ud788 \ud655\uc778\ud574\ubcf4\uc2e4 \uc218 \uc788\uc2b5\ub2c8\ub2e4.<\/p>\n<p>&nbsp;<\/p>\n<p>\uc9c0\ub09c 30\ub144\uac04 \uc6f9\uc740 \uc1fc\ud551\uc758 \ud310\ub3c4\ub97c \uc644\uc804\ud788 \ubc14\uafd4 \ub193\uc558\uc2b5\ub2c8\ub2e4. \uc774\uc81c \ub2e4\uc74c \uc2dc\ub300\ub294 AI \uc5d0\uc774\uc804\ud2b8\uc758 \uc2dc\ub300\uc785\ub2c8\ub2e4. \uc0c1\ud488\uc744 \uac80\uc0c9\ud558\uace0 \ube44\uad50\ud558\uba70, \ubaa8\ud5d8\uc2ec \uc788\ub294 \uc77c\ubd80 \uace0\uac1d\uc744 \uc704\ud574\uc11c\ub294 \uc9c1\uc811 \uad6c\ub9e4\uae4c\uc9c0 \ub300\uc2e0\ud558\ub294 \uc2dc\ub300\uac00 \ub2e4\uac00\uc62c \uac83\uc785\ub2c8\ub2e4. \uc720\ud1b5\uc0ac(\ub9ac\ud14c\uc77c\ub7ec) \uc5ed\uc2dc \uc774 \ubcc0\ud654\uc758 \ud750\ub984\uc5d0\uc11c \uc790\uc720\ub85c\uc6b8 \uc218 \uc5c6\uc2b5\ub2c8\ub2e4. \uc720\ud1b5\uc0ac\ub4e4\uc740 D2C \uc774\ucee4\uba38\uc2a4\uc640 \uad6c\ub9e4 \ube44\uad50 \uc1fc\ud551 \ud50c\ub7ab\ud3fc\uc758 \ub4f1\uc7a5\uc5d0\ub3c4 \uc801\uc751\ud574\uc654\ub4ef, AI \uc5d0\uc774\uc804\ud2b8 \uc2dc\ub300\uc5d0\ub3c4 \ubc1c\ube60\ub974\uac8c \uc801\uc751\ud560 \uac83\uc785\ub2c8\ub2e4. \ud558\uc9c0\ub9cc \uc774 \uc0c8\ub85c\uc6b4 \uc2dc\ub300\uc5d0\uc11c \uc131\uacf5\ud558\uae30 \uc704\ud574\uc11c\ub294 \uc720\ud1b5\uc0ac\uc640 \ube0c\ub79c\ub4dc \ubaa8\ub450 \ub514\uc9c0\ud138\uacfc \ub9ac\ud14c\uc77c \ubbf8\ub514\uc5b4 \uacbd\ud5d8\uc744 \uadfc\ubcf8\uc801\uc73c\ub85c \uc7ac\uc124\uacc4\ud558\uc5ec \uc18c\ube44\uc790\uac00 \uc644\uc804\ud788 \uc0c8\ub85c\uc6b4 \ubc29\uc2dd\uc73c\ub85c \uc81c\ud488\uc744 \ubc1c\uacac\ud558\uace0 \uad6c\ub9e4\ud560 \uc218 \uc788\ub3c4\ub85d \ub9cc\ub4e4\uc5b4\uc57c \ud569\ub2c8\ub2e4.<\/p>\n<p>&nbsp;<\/p>\n<h2 class=\"P68B1DB1-Normal3\"><strong>AI <span lang=\"KO\">\uc2dc\ub300\uc5d0\ub3c4 \ubcc0\ud558\uc9c0 \uc54a\ub294 \uc720\ud1b5\uc0ac<\/span>(<span lang=\"KO\">\ub9ac\ud14c\uc77c\ub7ec<\/span>)<span lang=\"KO\">\uc758 \uc5ed\ud560<\/span><\/strong><\/h2>\n<p>AI\ub97c \ub458\ub7ec\uc2fc \ub17c\ub780\uacfc \uc6b0\ub824\uac00 \ub9ce\uc9c0\ub9cc \ucee4\uba38\uc2a4\uc5d0\uc11c \ubcc0\ud558\uc9c0 \uc54a\ub294 \uc9c4\uc2e4\uc774 \uc788\uc2b5\ub2c8\ub2e4. <strong>\uc720\ud1b5(\ube60\ub978 \ubc30\uc1a1, \ub9e4\uc7a5 \ub0b4 \uc81c\ud488 \uccb4\ud5d8, \uc190\uc26c\uc6b4 \ubc18\ud488), \uc0c1\ud488 \ud050\ub808\uc774\uc158, \uc18c\ube44\uc790 \uc2e0\ub8b0\ub294 \uc5ec\uc804\ud788 \uad6c\ub9e4 \uacbd\ud5d8\uc758 \ud575\uc2ec<\/strong>\uc774\uba70 \uc27d\uac8c \ub300\uccb4\ub418\uac70\ub098 \uc0c1\ud488\ud654\ub420 \uc218 \uc5c6\ub2e4\ub294 \uac83\uc785\ub2c8\ub2e4.<\/p>\n<p>&nbsp;<\/p>\n<p>\uc774\ucee4\uba38\uc2a4\uac00 \uc0ac\ub78c\ub4e4\uc758 \uc1fc\ud551 \ubc29\uc2dd\uc744 \ubc14\uafd4\ub193\uc740 \uac83\uc740 \uc0ac\uc2e4\uc774\uc9c0\ub9cc \uc624\ud504\ub77c\uc778 \ub9e4\ucd9c\uc740 \uc5ec\uc804\ud788 \uacfc\ubc18\uc218\ub97c \ucc28\uc9c0\ud558\uba70 \uac15\ub825\ud55c \uc785\uc9c0\ub97c \uc720\uc9c0\ud558\uace0 \uc788\uc2b5\ub2c8\ub2e4. \uc774\ub294 <strong>\ubb3c\ub9ac\uc801 \uc811\uc810\uc774 \uc5ec\uc804\ud788 \uc804\ub7b5\uc801 \uc6b0\uc704\ub85c \uc791\uc6a9<\/strong>\ud558\uace0, \uc18c\ube44\uc790 \uc2b5\uad00\uc740 \uc0dd\uac01\ubcf4\ub2e4 \ub290\ub9ac\uac8c \ubcc0\ud55c\ub2e4\ub294 \uc810\uc744 \ubcf4\uc5ec\uc90d\ub2c8\ub2e4. \uc774\ub7f0 \ub9e5\ub77d\uc5d0\uc11c \ubcc0\ud558\uc9c0 \uc54a\ub294 \uc720\ud1b5\uc0ac(\ub9ac\ud14c\uc77c\ub7ec)\uc758 \uc5ed\ud560\uc744 \uc774\ud574\ud558\uae30 \uc704\ud574 \uc138 \uac00\uc9c0 \ud575\uc2ec \ud3ec\uc778\ud2b8\ub97c \uc9da\uc5b4\ubcfc \uc218 \uc788\uc2b5\ub2c8\ub2e4.<\/p>\n<p>&nbsp;<\/p>\n<p><strong>\uba3c\uc800, \ub9ac\ud14c\uc77c\uc740 \uc0ac\ub77c\uc9c0\uc9c0 \uc54a\uc744 \uac83\uc785\ub2c8\ub2e4.<\/strong> AI\uac00 \uc720\ud1b5\uc5c5\uacc4\ub97c \uc704\ud611\ud558\ub294 \uccab \ubc88\uc9f8 \uc694\uc778\uc740 \uc544\ub2d9\ub2c8\ub2e4. \uc1fc\ud551 \ube44\uad50 \uc0ac\uc774\ud2b8\uc758 \ub4f1\uc7a5\uc740 \uac00\uaca9 \ud22c\uba85\uc131\uacfc \uacbd\uc7c1\uc744 \ub192\uc600\uc9c0\ub9cc, \uc6f9 \ud2b8\ub798\ud53d\uc740 \uc624\ud788\ub824 \uc99d\uac00\ud588\uc2b5\ub2c8\ub2e4. \ud55c\ub54c \u2018\uc74c\uc131 \uc1fc\ud551\u2019\uc774 \ud070 \ubcc0\ud654\ub97c \uac00\uc838\uc62c \uac83\uc774\ub77c \uc608\uc0c1\ub418\uc5c8\uc9c0\ub9cc 10\ub144\uc774 \uc9c0\ub09c \uc9c0\uae08 \uadf8 \uc601\ud5a5\ub825\uc740 \ubbf8\ubbf8\ud569\ub2c8\ub2e4. AI \uae30\ubc18 \uc1fc\ud551\uc774 \ube60\ub974\uac8c \ud655\uc0b0\ub418\ub354\ub77c\ub3c4 \uc624\ud504\ub77c\uc778 \ub9e4\uc7a5\uc740 <strong>\uc5ec\uc804\ud788 \uc81c\ud488 \uccb4\ud5d8, \ubc18\ud488, \uc601\uac10 \uc81c\uacf5 \ub4f1 \uc628\ub77c\uc778\uc774 \ub300\uccb4\ud560 \uc218 \uc5c6\ub294 \uc21c\uac04<\/strong>\ub4e4\uc744 \ucc45\uc784\uc9c0\uba70, \uc774\ub7ec\ud55c \uac15\uc810\uc744 \uae30\ubc18\uc73c\ub85c \uc6b0\uc704\ub97c \uc720\uc9c0\ud560 \uac83\uc785\ub2c8\ub2e4. AI\uac00 \uc0c8\ub85c\uc6b4 \ubcc0\ud654\ub97c \uc774\ub04c\uaca0\uc9c0\ub9cc, \ub300\ubd80\ubd84\uc758 \uc18c\ube44\uc790\uc5d0\uac8c AI \uc5d0\uc774\uc804\ud2b8\ub294 \uae30\uc874\uc758 \uad6c\ub9e4 \ud589\ub3d9\uc744 <strong>\ub300\uccb4\ud558\uae30\ubcf4\ub2e4 \ubcf4\uc644\ud558\uace0 \ud5a5\uc0c1\uc2dc\ud0a4\ub294 \uc5ed\ud560<\/strong>\uc744 \ud558\uac8c \ub420 \uac83\uc785\ub2c8\ub2e4.<\/p>\n<p>&nbsp;<\/p>\n<p><strong>\ub610\ud55c \uc720\ud1b5\uc0ac\ub294 \ud2b8\ub80c\ub4dc\ub97c \ud050\ub808\uc774\uc158\ud558\uace0 \ud488\uc9c8\uc744 \uac80\uc99d\ud558\ub294 \uc911\uc694\ud55c \uc5ed\ud560\uc744 \uacc4\uc18d \uc774\uc5b4\uac08 \uac83\uc785\ub2c8\ub2e4.<\/strong> \uc120\ud0dd\uc9c0\uac00 \ub118\uccd0\ub098\ub294 \uc9c0\uae08, \uc18c\ube44\uc790\ub294 \uc790\uc2e0\uc5d0\uac8c \ub9de\ub294 \uc81c\ud488\uc744 \ucc3e\uace0, \ucd5c\uc2e0 \ud2b8\ub80c\ub4dc\uc640 \uc2e0\uc81c\ud488\uc744 \uacbd\ud5d8\ud558\uba70, \uc5b4\ub514\uc11c \uccb4\ud5d8\ud560 \uc218 \uc788\ub294\uc9c0 \uc54c\ub824\uc8fc\ub294 <strong>\ud050\ub808\uc774\uc158\ub41c \uacbd\ud5d8<\/strong>\uc744 \uc6d0\ud569\ub2c8\ub2e4. \uc774\ub7ec\ud55c \uacbd\ud5d8\uc744 \uc124\uacc4\ud558\ub824\uba74 \uc804\ubb38\uac00\uc758 \uc190\uae38\uc774 \ud544\uc694\ud569\ub2c8\ub2e4. \uc608\ub97c \ub4e4\uc5b4 \uae00\ub85c\ubc8c \ubdf0\ud2f0 \ube0c\ub79c\ub4dc \uc138\ud3ec\ub77c(Sephora)\ub294 \ud050\ub808\uc774\uc158\ub41c \uc0c1\ud488 \uad6c\uc131\uacfc \uba54\uc774\ud06c\uc5c5 \uccb4\ud5d8, \uc601\uac10\uc744 \uc8fc\ub294 \uacbd\ud5d8\uc744 \ud1b5\ud574 \uace0\uac1d \ucda9\uc131\ub3c4\ub97c \ub192\uc785\ub2c8\ub2e4. \uc18c\ube44\uc790\ub294 \uc544\ub9c8\uc874\uc774\ub098 \uc77c\ubc18 \uc624\ud504\ub77c\uc778 \ub9e4\uc7a5\uc5d0\uc11c\ub3c4 \uba54\uc774\ud06c\uc5c5 \uc81c\ud488\uc744 \uad6c\ub9e4\ud560 \uc218 \uc788\uc9c0\ub9cc \uc138\ud3ec\ub77c \ub9e4\uc7a5\uc744 \ucc3e\ub294 \uc774\uc720\ub294 \uc815\ud488 \ubcf4\uc7a5\uacfc \ub354\ubd88\uc5b4 \ud48d\ubd80\ud55c \uccb4\ud5d8\uacfc \uc804\ubb38\uc801\uc778 \uc9c0\uc6d0\uc744 \ubc1b\uc744 \uc218 \uc788\uae30 \ub54c\ubb38\uc785\ub2c8\ub2e4.<\/p>\n<p>&nbsp;<\/p>\n<p><strong>\uacb0\uad6d \uace0\uc720\ud568\uacfc \uc2e0\ub8b0\uac00 \uc131\uacf5\uc744 \uacb0\uc815\uc9d3\ub294 \ud575\uc2ec \uc694\uc18c\uc785\ub2c8\ub2e4.<\/strong> \uac70\uc758 \ub3d9\uc77c\ud55c \uc0c1\ud488\uc774 \ub118\uccd0\ub098\ub294 \uc628\ub77c\uc778 \ud658\uacbd\uc5d0\uc11c \uc2e0\ub8b0\ud560 \uc218 \uc788\ub294 \uc720\ud1b5\uc0ac(\ub9ac\ud14c\uc77c\ub7ec)\ub294 \ud488\uc9c8\uc744 \ubcf4\uc99d\ud558\ub294 \uc2e0\ud638\ub85c \uc791\uc6a9\ud569\ub2c8\ub2e4. \uc131\uacf5\uc801\uc778 \uc720\ud1b5\uc0ac(\ub9ac\ud14c\uc77c\ub7ec)\ub294 AI\ub97c \uc801\uadf9\uc801\uc73c\ub85c \ud65c\uc6a9\ud574 \uc2e0\ub8b0\ub97c \uac15\ud654\ud558\uace0, \ubc29\ub300\ud55c \uce74\ud0c8\ub85c\uadf8\ub97c <strong>\uc9c0\ub2a5\uc801\uc774\uace0 \ub9de\ucda4\ud654\ub41c \ucd94\ucc9c \uc2dc\uc2a4\ud15c<\/strong>\uacfc \uacb0\ud569\ud574 \uace0\uac1d\uc5d0\uac8c \ucd5c\uc801\ud654\ub41c \uacbd\ud5d8\uc744 \uc81c\uacf5\ud560 \uac83\uc785\ub2c8\ub2e4.<\/p>\n<p>&nbsp;<\/p>\n<h2><strong>\ub9ac\ud14c\uc77c\uc758 \ub2e4\uc74c \ub2e8\uacc4: \ud074\ub9ad\uc744 \ub118\uc5b4 \ub300\ud654\ub85c<\/strong><\/h2>\n<p>AI\ub294 \uc774\uc81c \ub2e8\uc21c\ud55c \uae30\ub2a5\uc774 \uc544\ub2c8\ub77c \uace0\uac1d \uacbd\ud5d8\uc758 \ud55c \ucd95\uc774 \ub418\uace0 \uc788\uc2b5\ub2c8\ub2e4. \ub9ce\uc740 \uc720\ud1b5\uc0ac\ub4e4\uc774 AI\ub97c \uc790\uc0ac \uc0ac\uc774\ud2b8\uc5d0 \ud1b5\ud569\ud574 \uace0\uac1d \uc5ec\uc815\uc744 \ud55c \ub2e8\uacc4 \ubc1c\uc804\uc2dc\ud0a4\uace0 \uc788\uc73c\uba70 \uae30\uc874 \uad6c\ub9e4 \uacfc\uc815\uc5d0 <strong>AI \uae30\ubc18\uc758 \u2018\ubc1c\uacac(Discovery)\u2019 \ub2e8\uacc4<\/strong>\ub97c \ub354\ud574 \ud0d0\uc0c9 \ubc29\uc2dd\uc744 \uc0c8\ub86d\uac8c \uc7ac\uad6c\uc131\ud558\uace0 \uc788\uc2b5\ub2c8\ub2e4.<\/p>\n<p>&nbsp;<\/p>\n<p>\ud558\uc9c0\ub9cc \uc9c4\uc9dc \ubcc0\ud654\ub97c \ub9cc\ub4e4\uc5b4\ub0b4\ub294 \uae30\uc5c5\ub4e4\uc740 \ub2e8\uc21c\ud788 AI\ub97c \ub3c4\uc785\ud558\uc9c0 \uc54a\uc2b5\ub2c8\ub2e4. \uc774\ub4e4\uc740 \ucda9\uc131 \uace0\uac1d \ub370\uc774\ud130, \uad6c\ub9e4\u00b7\ubc18\ud488 \ub0b4\uc5ed, \ub9ac\ubdf0, \uc2e4\uc2dc\uac04 \uc7ac\uace0 \uc815\ubcf4 \uac19\uc740 \ud37c\uc2a4\ud2b8\ud30c\ud2f0 \ub370\uc774\ud130(First-party data; \uc790\uccb4 \ubcf4\uc720 \ub370\uc774\ud130)\ub97c \uae30\ubc18\uc73c\ub85c AI\ub97c \uace0\ub3c4\ud654\ud558\uace0 \uc788\uc2b5\ub2c8\ub2e4.\u00a0 \uc774\ub807\uac8c \uad6c\ucd95\ub41c AI\ub294 \ube0c\ub79c\ub4dc \uace0\uc720\uc758 \ub9e5\ub77d(context)\ub97c \uc774\ud574\ud558\uba70, \uc774\ubbf8 \uc2e0\ub8b0\ubc1b\uace0 \uc788\ub294 \uace0\uac1d \uc5ec\uc815 \uc704\uc5d0\uc11c \uc791\ub3d9\ud569\ub2c8\ub2e4. \uadf8 \uacb0\uacfc \uc0ac\uc774\uc988\uc640 \ud54f \ucd94\ucc9c, \ub9e4\uc7a5\ubcc4 \ubb36\uc74c \uc0c1\ud488 \uad6c\uc131, \ube0c\ub79c\ub4dc \uc77c\uad00\uc131\uc744 \uc720\uc9c0\ud55c \ucee4\ubba4\ub2c8\ucf00\uc774\uc158, \uadf8\ub9ac\uace0 \uc218\uc775 \uad6c\uc870\ub97c \uace0\ub824\ud55c \ub9de\ucda4\ud615 \uc81c\uc548\uae4c\uc9c0 \ub3c4\uc6c0\uc744 \ubc1b\uc744 \uc218 \uc788\uc2b5\ub2c8\ub2e4. \uc774\uac74 \ub2e8\uc21c\ud55c \ub300\uaddc\ubaa8 \uc5b8\uc5b4 \ubaa8\ub378(LLM)\ub9cc\uc73c\ub85c\ub294 \uad6c\ud604\ud558\uae30 \uc5b4\ub824\uc6b4 \uc815\uad50\ud55c AI \uc5b4\uc2dc\uc2a4\ud134\ud2b8 \uc601\uc5ed\uc785\ub2c8\ub2e4.<\/p>\n<p>&nbsp;<\/p>\n<p>\ubb3c\ub860 \uc774\uac83\uc774 \u2018AI\ub0d0 \uae30\uc874 \ubc29\uc2dd\uc774\ub0d0\u2019 \uc120\ud0dd\uc758 \ubb38\uc81c\ub294 \uc544\ub2d9\ub2c8\ub2e4. \uc5ec\uc804\ud788 \ub9ce\uc740 \uc18c\ube44\uc790\ub294 \uc775\uc219\ud55c \ud0d0\uc0c9\u00b7\uac80\uc0c9 \uacfc\uc815\uc744 \ub530\ub974\uace0 \uc788\uae30 \ub54c\ubb38\uc785\ub2c8\ub2e4. \ub530\ub77c\uc11c \ud575\uc2ec\uc740 \uae30\uc874\uc758 \uac80\uc0c9\u00b7\uad6c\ub9e4 \uc5ec\uc815 \uc704\uc5d0 \ucc44\ud305\uacfc \uc790\uc5f0\uc5b4(Natural Language) \uac80\uc0c9 \uacc4\uce35\uc744 \uc790\uc5f0\uc2a4\ub7fd\uac8c \uacb0\ud569\ud558\ub294 \uac83\uc785\ub2c8\ub2e4. \ub610\ud55c \uc720\ud1b5\uc0ac\ub4e4\uc740 LLM \ucd94\ucc9c \uc2dc\uc2a4\ud15c \ub0b4\uc5d0 \ube0c\ub79c\ub4dc \uc911\uc2ec\uc758 \uad11\uace0\ub97c \uc815\uad50\ud558\uac8c \ud1b5\ud569\ud568\uc73c\ub85c\uc368, \uc0ac\uc6a9\uc790 \uacbd\ud5d8\uc744 \ud574\uce58\uc9c0 \uc54a\uc73c\uba74\uc11c\ub3c4 \uc790\uc5f0\uc2a4\ub7ec\uc6b4 \ubc29\uc2dd\uc758 \uc218\uc775\ud654\ub97c \uc2e4\ud604\ud574\uc57c \ud569\ub2c8\ub2e4.<\/p>\n<p>&nbsp;<\/p>\n<h2 class=\"P68B1DB1-Normal3\"><strong>AI <span lang=\"KO\">\uc2dc\ub300<\/span>, <span lang=\"KO\">\ub9ac\ud14c\uc77c \ubbf8\ub514\uc5b4 \ubcc0\ud654\uc758 \ud575\uc2ec \uc2dc\uc0ac\uc810<\/span><\/strong><\/h2>\n<p>\ub9ac\ud14c\uc77c \ubbf8\ub514\uc5b4\uc758 \ubbf8\ub798\ub97c \uc815\uc758\ud558\ub294 \uc138 \uac00\uc9c0 \ud575\uc2ec \ud2b8\ub80c\ub4dc\ub97c \uc0b4\ud3b4\ubcf4\uba74 \ub2e4\uc74c\uacfc \uac19\uc2b5\ub2c8\ub2e4.<\/p>\n<p>&nbsp;<\/p>\n<p><strong>\u00a01: \ub9ac\ud14c\uc77c \ubbf8\ub514\uc5b4 \uad11\uace0 \ud615\uc2dd\uacfc \uac8c\uc7ac \uc704\uce58\uac00 \uac15\ud654\ub420 \uac83\uc785\ub2c8\ub2e4.<\/strong> \uc720\ud1b5\uc0ac\ub4e4\uc740 \uace0\uac1d\uc5d0\uac8c \ubcf4\ub2e4 <strong>\uac1c\uc778\ud654\ub418\uace0 \uc5d0\uc774\uc804\ud2f1(agentic)\ud55c \uacbd\ud5d8<\/strong>\uc744 \uc81c\uacf5\ud558\uae30 \uc704\ud574 \uc790\uc0ac \uc774\ucee4\uba38\uc2a4 \ud658\uacbd\uc744 \uc7ac\uc124\uacc4\ud558\uace0 \uc788\uc2b5\ub2c8\ub2e4. \uc774\uc5d0 \ub530\ub77c \ub9ac\ud14c\uc77c \ubbf8\ub514\uc5b4 \uad11\uace0\uc758 \ud615\uc2dd\uacfc \uac8c\uc7ac \uc804\ub7b5\ub3c4 <strong>\uc0c8\ub85c\uc6b4 \uace0\uac1d \uacbd\ud5d8\uc744 \ubc18\uc601<\/strong>\ud558\ub3c4\ub85d \uc5c5\ub370\uc774\ud2b8\ud560 \ud544\uc694\uac00 \uc788\uc2b5\ub2c8\ub2e4.\u00a0 \uae30\uc874\uc5d0\ub294 \uac80\uc0c9 \uacb0\uacfc \ud398\uc774\uc9c0\ub098 \uce74\ud14c\uace0\ub9ac \ud0d0\uc0c9 \ud398\uc774\uc9c0\uac00 \ub9ac\ud14c\uc77c \ubbf8\ub514\uc5b4\uc758 \ud575\uc2ec\uc774\uc5c8\uc9c0\ub9cc, \ub300\ud654\ud615 AI \uacbd\ud5d8\uc744 \ud65c\uc6a9\ud574 <strong>\ubc1c\uacac\uc5d0\uc11c \uad6c\ub9e4\uae4c\uc9c0\uc758 \uc18d\ub3c4\ub97c \ub192\uc774\ub294 \uc804\ub7b5<\/strong>\uc774 \ud655\uc0b0\ub418\uba74\uc11c \uc0c1\ub300\uc801 \uc911\uc694\ub3c4\ub294 \uc904\uc5b4\ub4e4\uace0 \uc788\uc2b5\ub2c8\ub2e4.\u00a0 \ub300\uc2e0, <strong>\ub9de\ucda4\ud615 \uc0c1\ud488 \ucd94\ucc9c\uc5d0 \uc2a4\ud3f0\uc11c \uc0c1\ud488\uc744 \uc790\uc5f0\uc2a4\ub7fd\uac8c \ud1b5\ud569<\/strong>\ud558\uace0 \uc81c\ud488 \uc0c1\uc138 \ud398\uc774\uc9c0\ub97c \ud65c\uc6a9\ud574 <strong>\ubcf4\uc644 \uc0c1\ud488 \uc81c\uc548\uacfc \uc7a5\ubc14\uad6c\ub2c8 \uc0ac\uc774\uc988\ub97c \ud655\ub300\ub97c \uc720\ub3c4\ud558\ub294 \ubc29\uc2dd<\/strong>\uc774 \ube0c\ub79c\ub4dc\uc640 \ud310\ub9e4\uc790\uc5d0\uac8c \uc911\uc694\ud55c \ub9e4\ucd9c \uae30\ud68c\uac00 \ub420 \uac83\uc785\ub2c8\ub2e4.<\/p>\n<p>&nbsp;<\/p>\n<p>\ub610\ud55c \ub514\uc2a4\ud50c\ub808\uc774\u00b7\uc601\uc0c1\uacfc \uac19\uc740 \ubab0\uc785\ud615 \uad11\uace0 \ud615\uc2dd\uc740 \ud398\uc774\uc9c0 \uce21\uba74\uc774\ub098 \ud558\ub2e8 \uace0\uc815\uc5d0\uc11c \ubc97\uc5b4\ub098, <strong>\ucc44\ud305 \uc778\ud130\ud398\uc774\uc2a4\ub098 \uc0c1\ud488 \uc0c1\uc138 \ud398\uc774\uc9c0 \ub0b4 \ucd94\ucc9c \ubc0f \ucf58\ud150\uce20\uc640 \uc720\uae30\uc801\uc73c\ub85c \uacb0\ud569\ub418\ub294 \ubc29\uc2dd\uc73c\ub85c \uc9c4\ud654<\/strong>\ud574\uc57c \ud569\ub2c8\ub2e4.<\/p>\n<p>&nbsp;<\/p>\n<p><strong>\u00a02: \uad11\uace0\uc640 \uc624\uac00\ub2c9 \ucf58\ud150\uce20\ub97c \uacb0\uc815\ud558\ub294 \uae30\uc220\uc758 \ud1b5\ud569\uc774 \uc99d\uac00\ud560 \uac83\uc785\ub2c8\ub2e4. <\/strong>\u00a0\uc5d0\uc774\uc804\ud2f1 \ucee4\uba38\uc2a4(Agentic Commerce)\ub294 \uc720\ud1b5\uc0ac \uc0ac\uc774\ud2b8(\ub9ac\ud14c\uc77c \uc0ac\uc774\ud2b8)\uc5d0\uc11c <strong>\ub354 \uac1c\uc778\ud654\ub41c \uad6c\ub9e4 \uacbd\ud5d8<\/strong>\uc73c\ub85c\uc758 \uc804\ud658\uc744 \uac00\uc18d\ud654\ud560 \uac83\uc785\ub2c8\ub2e4. \uacfc\uac70\ucc98\ub7fc \ub2e8\uc77c \uce74\ud14c\uace0\ub9ac \ube0c\ub77c\uc6b0\uc9d5\uc774\ub098 \uc77c\ubc18 \uac80\uc0c9 \uacb0\uacfc\ub9cc\uc73c\ub85c \uace0\uac1d \uacbd\ud5d8\uc744 \uacb0\uc815\ud558\ub358 \uc2dc\ub300\ub294 \uc800\ubb3c\uace0 \uc788\uc2b5\ub2c8\ub2e4. \uc774\uc5d0 \ub530\ub77c \uc720\ud1b5\uc0ac(\ub9ac\ud14c\uc77c\ub7ec)\ub294 \uae30\uc874\uc758 \uc0c1\ud488 \ucd94\ucc9c\uacfc \uc2a4\ud3f0\uc11c \uad11\uace0\ub97c \ubd84\ub9ac\ub41c \uae30\uc220\uc774\ub098 \ub85c\uc9c1\uc73c\ub85c \uc6b4\uc601\ud558\uc9c0 \uc54a\uace0, \ud558\ub098\uc758 \ud1b5\ud569\ub41c \uc54c\uace0\ub9ac\uc998\uacfc \ucd5c\uc801\ud654 \ub85c\uc9c1\uc73c\ub85c \uad00\ub9ac\ud574\uc57c \ud569\ub2c8\ub2e4. \uc774\ub807\uac8c \ud558\uba74 \uc720\ud1b5\uc0ac, \ube0c\ub79c\ub4dc, \uc18c\ube44\uc790 \ubaa8\ub450\uc758 \ubaa9\ud45c\ub97c \ubc18\uc601\ud55c <strong>\ub9de\ucda4\ud654\ub41c \uacbd\ud5d8\uc744 \uc81c\uacf5<\/strong>\ud560 \uc218 \uc788\uc2b5\ub2c8\ub2e4.<\/p>\n<p>&nbsp;<\/p>\n<p><strong>\u00a03: \uc720\ud1b5\uc0ac\uc640 \ube0c\ub79c\ub4dc\ub294 \uc0ac\ub78c\ubfd0 \uc544\ub2c8\ub77c \uc5d0\uc774\uc804\ud2f1 \ubd07(Agentic Bot)\ub97c \uc704\ud55c \uacbd\ud5d8\uc744 \ucd5c\uc801\ud654\ud560 \uac83\uc785\ub2c8\ub2e4.<\/strong> \uc810\uc810 \ub354 \ub9ce\uc740 \uace0\uac1d\uc774 AI \uc5d0\uc774\uc804\ud2b8\ub97c \ud65c\uc6a9\ud574 \uc0c1\ud488\uc744 \ucc3e\uace0 \uad6c\ub9e4\ud558\ub294 \uc0c1\ud669\uc5d0\uc11c \uc720\ud1b5\uc0ac\uc640 \ube0c\ub79c\ub4dc\ub294 \uc720\ud1b5\uc0ac\uc640 \ube0c\ub79c\ub4dc\ub294 \uc5d0\uc774\uc804\ud2f1 \ubd07(Agentic Bot)\uc774 <strong>\uc0c1\ud488\uc744 \uc27d\uac8c \ubc1c\uacac\ud558\uace0 \uad6c\ub9e4\ud560 \uc218 \uc788\ub294 \ud658\uacbd<\/strong>\uc744 \ub9cc\ub4e4\uc5b4\uc57c \ud569\ub2c8\ub2e4. \uacfc\uac70 \ub9e4\uccb4\uc0ac\ub4e4\uc774 \uad6c\uae00(Google) \uac80\uc0c9 \uc54c\uace0\ub9ac\uc998 \ucd5c\uc801\ud654\uc5d0 \ub9de\ucdb0 \ucf58\ud150\uce20 \uc804\ub7b5\uc744 \uc870\uc815\ud588\ub358 \uac83\uacfc \uc720\uc0ac\ud55c\ub370\uc694. \ub9ac\ud14c\uc77c \uc0ac\uc774\ud2b8 \uacbd\ud5d8\uc744 \uc7ac\uc124\uacc4\ud558\uace0, \ube0c\ub79c\ub4dc\ub294 <strong>\uc0ac\ub78c\ubfd0 \uc544\ub2c8\ub77c AI \uc5d0\uc774\uc804\ud2b8\uae4c\uc9c0 \uace0\ub824\ud55c \uad11\uace0 \uc804\ub7b5<\/strong>\uc744 \uc218\ub9bd\ud574\uc57c \ud569\ub2c8\ub2e4.<\/p>\n<p>&nbsp;<\/p>\n<h2><strong>\ud06c\ub9ac\ud14c\uc624\uc758 \uc5d0\uc774\uc804\ud2f1 \ub9ac\ud14c\uc77c \ubbf8\ub514\uc5b4<\/strong><\/h2>\n<p>\ud06c\ub9ac\ud14c\uc624\ub294 \uc5d0\uc774\uc804\ud2f1 AI \uc2dc\ub300\ub97c \uc900\ube44\ud558\uba70, \uc720\ud1b5\uc0ac\uc640 \ube0c\ub79c\ub4dc\uac00 \ub2e4\uc74c \uc138\ub300 \ub9ac\ud14c\uc77c \ud658\uacbd\uc5d0 \ub300\uc751\ud560 \uc218 \uc788\ub3c4\ub85d \uc9c0\uc6d0\ud558\uace0 \uc788\uc2b5\ub2c8\ub2e4. \ud06c\ub9ac\ud14c\uc624 \ud37c\ud3ec\uba3c\uc2a4 \ubbf8\ub514\uc5b4 CPO\uac00 \uacf5\uc720\ud55c <a href=\"https:\/\/www.criteo.com\/blog\/powering-ai-assisted-and-agentic-commerce-criteos-vision-for-the-next-ai-era\/\">Powering AI-Assisted and Agentic Commerce: Criteo\u2019s Vision for the Next AI Era<\/a> \uc5d0\uc11c \uadf8 \uc804\ub7b5\uc744 \ud655\uc778\ud560 \uc218 \uc788\uc2b5\ub2c8\ub2e4.<\/p>\n<p>&nbsp;<\/p>\n<p>\ud06c\ub9ac\ud14c\uc624\uc758 \ub85c\ub4dc\ub9f5\uc740 <strong>\uc0ac\ub78c\uc5d0\uac8c \uc720\uc6a9\ud558\uace0 AI \ubd07\uc5d0\ub3c4 \uc811\uadfc \uac00\ub2a5\ud55c \ubc29\uc2dd\uc73c\ub85c \ubc1c\uacac(Discovery)\uacfc \uc218\uc775\ud654(Monetization)\ub97c \uacb0\ud569<\/strong>\ud558\ub294 \ub370 \ucd08\uc810\uc744 \ub9de\ucda5\ub2c8\ub2e4. \uc774\ub97c \ud1b5\ud574 \ube0c\ub79c\ub4dc\uc5d0\ub294 <strong>\ub208\uc5d0 \ub744\ub294 \uae30\ud68c<\/strong>\ub97c \uc81c\uacf5\ud558\uace0, \uc720\ud1b5\uc0ac\uc5d0\ub294<strong> \uc131\uacfc\ub97c \uad00\ub9ac\ud560 \uc218 \uc788\ub294 \uac15\ub825\ud55c \ub3c4\uad6c<\/strong>\ub97c \uc9c0\uc6d0\ud569\ub2c8\ub2e4.<\/p>\n<p>&nbsp;<\/p>\n<p>\uc774\ub97c \uc704\ud574 \ud06c\ub9ac\ud14c\uc624\ub294 \uad11\uace0 \uae30\uc220 \uc2a4\ud0dd\uc744 \ubc1c\uc804\uc2dc\ud0a4\uba70 \uc5d0\uc774\uc804\ud2f1 \uacbd\ud5d8\uacfc\uc758 \ud638\ud658\uc131\uc744 \uac15\ud654\ud558\uace0 \uc788\uc2b5\ub2c8\ub2e4. \uc8fc\uc694 \ud65c\ub3d9\uc740 \ub2e4\uc74c\uacfc \uac19\uc2b5\ub2c8\ub2e4.<\/p>\n<ul>\n<li>\uc720\ud1b5\uc0ac\uc758 \ucc44\ud305\ud615 \uc5d0\uc774\uc804\ud2f1 \uacbd\ud5d8\uc5d0 \uc2a4\ud3f0\uc11c \uad11\uace0 \ud1b5\ud569<\/li>\n<li>\uae30\uc874 \uc0c1\ud488 \ucd94\ucc9c\uacfc \uad11\uace0 \uc9c0\uc6d0 \uc0c1\ud488\uc744 \uacf5\ud1b5 \ub85c\uc9c1\uc73c\ub85c \uc815\ub82c\ud558\ub294 \uc0c8\ub85c\uc6b4 \uc2dc\uc2a4\ud15c \uad6c\ucd95<\/li>\n<li>AI \uae30\ubc18 \uc608\uce21 \ubaa8\ub378\uacfc \uc720\uc5f0\ud55c \uc81c\uc5b4 \uae30\ub2a5\uc744 \uacb0\ud569\ud558\uc5ec \uc0c1\ud488 \ud310\ub9e4, \uad11\uace0 \uc218\uc775, \uace0\uac1d \ub9cc\uc871\ub3c4\ub97c \ub3d9\uc2dc\uc5d0 \ud6a8\uc728\uc801\uc73c\ub85c \uad00\ub9ac\ud560 \uc218 \uc788\ub3c4\ub85d \uc9c0\uc6d0<\/li>\n<li>\uc77c\ubc18 \uace0\uac1d\uacfc \uc5d0\uc774\uc804\ud2f1 \ubd07 (Agentic bot)\uc744 \uc0ac\uc6a9\ud55c \uace0\uac1d\uc774 \uc11c\ub85c \ub2e4\ub978 \uc694\uad6c\uc5d0 \uc5b4\ub5bb\uac8c \uc801\uc751\ud558\ub294\uc9c0 \ubd84\uc11d<\/li>\n<\/ul>\n<p>\uc720\ud1b5\uc0ac\ub294 \uc5ec\uc804\ud788 \ucee4\uba38\uc2a4\uc758 \uc911\uc2ec\uc774\uc9c0\ub9cc, AI \uc5d0\uc774\uc804\ud2b8\uac00 \uad6c\ub9e4 \uc5ec\uc815\uc744 \uc810\uc810 \uc8fc\ub3c4\ud558\ub294 \ud658\uacbd\uc5d0 \ub300\ube44\ud574\uc57c \ud569\ub2c8\ub2e4. \uc131\uacf5 \uc804\ub7b5\uc740 \uc0ac\ub78c\uc758 \uacbd\ud5d8\uc744 \ud5a5\uc0c1\uc2dc\ud0a4\ub294 \ub3d9\uc2dc\uc5d0 AI \uc5d0\uc774\uc804\ud2b8\ub97c \ucd5c\uc801\ud654\ud558\ub294 \uac83\uc774\uba70, \ud06c\ub9ac\ud14c\uc624\ub294 \uc720\ud1b5\uc0ac(\ub9ac\ud14c\uc77c\ub7ec)\uac00 \uc774 \ub450 \uac00\uc9c0\ub97c \ubaa8\ub450 \uc2e4\ud604\ud560 \uc218 \uc788\ub3c4\ub85d \ubaa8\ub4e0 \uc5ed\ub7c9\uc744 \uc9d1\uc911\ud558\uace0 \uc788\uc2b5\ub2c8\ub2e4.<\/p>\n<p>&nbsp;<\/p>\n","protected":false},"excerpt":{"rendered":"<p>\uc774\ubc88 \ube14\ub85c\uadf8 \uae00\uc5d0\uc11c\ub294 \ud06c\ub9ac\ud14c\uc624 \ud50c\ub7ab\ud3fc \uc804\ub7b5 \ucc45\uc784\uc790 \ub9c8\uc774\ud074 \uadf8\ub9b0(Michael Greene)\uc774 AI \uc5d0\uc774\uc804\ud2b8\uac00 \ub9ac\ud14c\uc77c \ubbf8\ub514\uc5b4\uc5d0 \ubbf8\uce58\ub294 \uc601\ud5a5\uacfc, \uc720\ud1b5\uc0ac \ubc0f \ube0c\ub79c\ub4dc\uac00 \uc774\ub7ec\ud55c \ubcc0\ud654\uc5d0 \ud6a8\uacfc\uc801\uc73c\ub85c \ub300\uc751\ud558\ub294 \uc804\ub7b5\uc744 \uc790\uc138\ud788 \ud655\uc778\ud574\ubcf4\uc2e4 \uc218 \uc788\uc2b5\ub2c8\ub2e4. &nbsp; \uc9c0\ub09c 30\ub144\uac04 \uc6f9\uc740 \uc1fc\ud551\uc758 \ud310\ub3c4\ub97c \uc644\uc804\ud788 \ubc14\uafd4 \ub193\uc558\uc2b5\ub2c8\ub2e4. \uc774\uc81c \ub2e4\uc74c \uc2dc\ub300\ub294 AI \uc5d0\uc774\uc804\ud2b8\uc758 \uc2dc\ub300\uc785\ub2c8\ub2e4. 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