Hankook Tire develops AI-based EV customer analysis system

South Korea's Hankook Tire & Technology announced on Thursday that it has developed a voice of the customer (VOC) analysis system for electric vehicle (EV) users.

The system is based on the generative artificial intelligence (AI) technology ChatGPT and is designed to help Hankook Tire better understand the needs of EV customers and improve the quality of its products. 

The new system is said to address and significantly diminish the issue of hallucination (information distortion), a notable challenge in generative AI where data may be misrepresented, thus ensuring greater accuracy in the insights gained from customer feedback.

Utilizing the Amazon Web Service's (AWS) Bedrock platform, Hankook Tire is now equipped to process substantial volumes of online customer feedback in real time, facilitating the implementation of a dynamic monitoring system directly applicable in operational settings.

"With this innovative analysis system, we’ve gained valuable insights into the varied needs of EV customers," a Hankook Tire source said.  "These insights are expected to inform every stage of the product lifecycle, from development to production and quality control."

The integration of VOC with performance data from EV tire testing is projected to bolster the technical and quality superiority of Hankook Tire's specialized EV tire brand, iON.

The VOC analysis system's introduction marks the completion of Hankook Tire's broader integrated analysis platform, which features an early warning system for product quality issues, a quality monitoring system known as Q-Portal, and an OLAP system for comprehensive quality analysis.

Continuing to advance its digital innovation agenda, Hankook Tire, along with its parent company Hankook & Company Group, is strengthening partnerships with renowned AI and big data institutions, including KAIST, AWS, and Snowflake.

Write to Nan-Sae Bin at binthere@hankyung.com