When AI Can Create Infinite Content, What Do Customers Really Want?
Session Overview
Clicks are disappearing, and AI is increasingly giving customers the answer directly. What once required searching, comparing and reading multiple pieces of content can now be compressed into a single AI-generated response.
This leaves marketers with a new question: if customers no longer need to explore content in the same way, what should content actually do?
The answer is that the role of content is changing. Until now, content helped customers explore. In the AI era, content needs to help them finish the decision. Customers never wanted content for its own sake — what they wanted was the confidence to make the right choice.
Taehoon Kim argues that brands should stop creating content simply to be read. Instead, they need two types of content: evidence content that AI can reference when forming an answer, and confidence content that resolves the customer's final hesitation before purchase.
Key Topics
- How customer discovery and decision-making change when AI begins answering questions on their behalf
- What "evidence content" and "confidence content" are — and how brands can create them
- How these two types of content can ultimately translate into real business and revenue
Customers never wanted content itself.
What they wanted was the confidence to make a decision.
In the age of AI, content can no longer stop at being read.
It needs to help the customer complete the decision.
Speaker
He led advertising and new-business task forces at Daum, and later held leadership roles across advertising, commerce and AX businesses at SK Telecom.
He also served in leadership positions at the LG Management Development Institute and LG U+, where he led the Advertising & Commerce Business Group.
Over 26 years at the forefront of new-business development in major corporations, he has grown businesses from zero to approximately KRW 200 billion in annual revenue, repeatedly turning technology into commercial results.
He is the author of Everything About Digital Marketing, Korean Men Report, and most recently What Customers Really Want in the AX Era.