The Board Was Changing.

For Technology VS For People

We Looked at the Market Before the Technology.

With the launch of ChatGPT on November 30, 2022, AI began to shift from a niche tool into a mainstream option.

Interpretations and predictions about AI varied widely, but one change was unmistakable.
Using AI was no longer something special.

That was when we decided to build technology.
More precisely, we decided to build technology that helps set the board.

To do that, we first had to return to a single question.

Why is it that so many brands and freelancers, who work so hard every day, still feel constantly anxious?

The Market Was Already Shifting Work to Individuals.

When we looked again at the market background, the answer wasn’t emotional—it was numerical.

Globally, 30–40% of the workforce is already working as freelancers or gig workers.

In Korea as well, more than six million people—roughly one out of every four workers—are working outside traditional organizations, including freelancers, special employment types, and platform workers.

Companies were becoming lighter.
Full-time hiring was shrinking.
Work was flowing toward individuals in project-based units.

Freelancers, solo brands, individual business owners, creators.
They may look like the result of free choice,
but in reality, they were an inevitable outcome of market structure.

And here is where the real problem began.

The market handed work over to individuals,
but it did not hand over the criteria or structure for decision-making.

What Organizations Used to Handle.

Inside organizations, there were always people who handled these questions.

What is our brand position?

Is this decision aligned with strategy?

Does this content fit our direction?

Is this the time to scale—or to pause?

These judgments were not made alone.
There were planning teams, marketing teams, meetings, data, and shared standards.

But today’s solo brands and freelancers have become people who must answer all of these questions by themselves.

In fact, surveys of freelancers in Korea show that over 70% cite decision-making pressure and anxiety as their biggest source of stress.

They weren’t exhausted because they lacked skill.
They were exhausted because they had to make too many decisions, too often.

AI Had Already Arrived—But the Problem Remained.

Many people say that AI will solve this problem.

And in some ways, that’s true.
More than 60% of freelancers already use at least one AI tool, and AI adoption in content creation, customer response, and marketing automation is growing at double-digit rates each year.

Yet something felt off.

There were more tools, but people felt more anxious, not less.

Why?

Because AI took over tasks, but it did not answer the question:
“Is this the right choice?”

Tools increased, but the responsibility for judgment remained entirely with the individual.

So We Started Looking Somewhere Else.

As brand consultants, there was something we kept seeing on the ground.

The problem wasn’t a lack of ability.
It was scattered traces of judgment.

Freelancers and solo brands already had assets.

Years of accumulated work

Content performance data

Customer types and project experience

Real revenue and results

But none of it existed as a single structure.

Some of it lived in Notion.
Some on social media.
Some in spreadsheets.
Some only in their heads.

People weren’t lacking. They were simply unorganized.

The Starting Point of the Technology We Built.

So we began asking a different question.

Not, “Can we add another new technology?”
but rather,

“Can we turn the brand assets that already exist into something that can support judgment?”

That was the starting point of ARTNEX.

We took the expertise of individual brand consultants— the judgment processes happening inside their heads— and translated them into data, structure, and visualization.

What are this person’s real strengths?

In which market do they truly matter?

What should they not be doing right now?

Where should they be visible at this stage?

Scattered brand assets were reorganize into a single, readable map.

When It Becomes Visible, the Board Becomes Readable.

Once brand assets were visualized, the responses were clear.

Through the Seoul Business Agency (SBA), we met directly with more than 100 participants and observed real market reactions to the solution.

“Now I see why I kept wavering here.”
“So this wasn’t about working harder.”

Decision-making became faster.

Content directions narrowed.
Exposure channels became clearer.

There was less exposure, but far more meaning and consistency.

Technology does not step forward.

The SBA, founded in 1998, is a public industrial promotion organization under the Seoul Metropolitan Government, supporting small and medium-sized businesses, startups, and the content industry.

Together with SBA, from February to December 2024, we conducted an AI consulting project with approximately 100 manufacturing brands.

The project consisted of three pillars:

AI brand diagnosis

AI marketing strategy design

AI campaign education

Through this process, we validated the MVP of an “AI Brand Manager.”
Participant satisfaction averaged 4.7 out of 5, and most companies requested continued AI marketing support.

This was not a simple consulting exercise.
It was a process in which AI learned human thinking patterns, understood on-site problems, and translated them into executable directions.

This Is the Market the Technology Is Heading Toward.

Our technology does not exist to look impressive.

The market has already moved beyond “more automation.”

What customers need now is a structure that makes decisions less shaky.

AI does not make decisions for people.

It simply organizes the board on which decisions can be made.

The market ARTNEX looks toward is clear.

Not people who are new to AI.
But people who already use AI— and still carry every decision alone.

Solo brands. Freelancers. ect.

Individuals who must survive as brands on their own.

ARTNEX is not a service that only creates brands.

It is a technology that translates existing expertise and experience into structures that support judgment. A technology built to slightly reduce the weight of decision-making that the market has placed on individuals.

That is why we exist in this market, right now.