Operation of the KT X Perso Interactive Mobile AI Bus Experience Zone

About

Because brand promotions are mostly operated in fixed locations, they have had limitations in flexibly covering sites with high foot traffic or delivering a consistent brand experience across various locations. KT needed a new type of promotion channel that could go directly to where visitors are, beyond the limits of this fixed operating model.

To address this, KT collaborated with Perso Interactive to install a Perso Interactive station inside the KT promotion bus and create a mobile AI experience zone utilizing an AI Avatar of player Lee Kang-in. By directly visiting places with heavy foot traffic, such as sports venues, we created an environment where visitors could naturally receive guidance on KT services and event information through free conversation with AI.

As a result, the bus itself functioned as both an experience space and a visitor-attracting tool, successfully presenting a brand experience that differentiated it from traditional fixed-location promotion methods.

Background

KT sought a new type of promotion channel that could effectively promote its brand and services at sites with high foot traffic. Existing fixed booths and print-focused promotional methods made it difficult to encourage active visitor participation, and operation limited to a specific location placed constraints on flexibly covering diverse sites. Beyond simply delivering information, KT needed a mobile AI interaction space where visitors could come to it on their own and naturally experience the brand.

Solution

We built a mobile AI experience zone by equipping the inside of the KT promotion bus with a Perso Interactive station. The bus itself functioned as a single AI interaction space, completing a highly mobile promotion channel that could travel directly to high-foot-traffic locations such as sports stadiums.

Inside the bus, an AI Avatar precisely modeled after player Lee Kang-in's appearance and speech style was placed to naturally draw visitors in. Visitors could then talk with the AI Avatar and conveniently receive guidance on KT's services and event information. The combination of a familiar star IP and AI technology creates an experience that goes beyond simple information delivery and builds an emotional connection with the brand.

Results

The new promotion format of a mobile AI experience zone drew strong attention on site and led to spontaneous visitor participation and high interest. The bus itself functioned as both an attraction and an experience space, generating a natural crowd-gathering effect, while KT service and event information was delivered more effectively through an interactive experience.

By operating without being tied to a fixed location and moving directly to the necessary site, we confirmed its potential as a flexible and scalable brand experience channel differentiated from traditional promotion methods. In addition, because it can be moved and operated flexibly by site and expanded as a repeatable format, it was recognized as a case that expands both operational efficiency and range of use compared with existing fixed promotion formats.

Ultimately, this project is meaningful as a case that verified the potential of a next-generation offline marketing approach combining "AI + mobile space + interaction."

Recommended for

If you are a marketer or event planner looking to effectively deliver brand experiences at high-traffic sites such as sports events, festivals, and street events, this case will provide you with a clear guide. If you want to go beyond fixed locations to directly reach customers, encourage visitor participation through AI-based interaction, and increase both brand awareness and immersion, this will be a highly useful reference case.

Frequently Asked Questions

Q. Where can a mobile AI bus be operated?

A. It can be operated in any offline space with heavy foot traffic, such as sports stadiums, festivals, and local events. Because it is not fixed to one location and can move from place to place, it can flexibly cover a variety of target audiences.

Q. Can the content be operated differently at each site?

A. Yes. The AI response content and guidance information can be flexibly changed to match the event type, target audience, and campaign purpose.

Q5. What is the biggest difference compared with a traditional fixed booth?

A. The biggest differences are "mobility" and "interaction." A mobile AI bus differs in that it goes directly to where customers are and encourages participation through a conversational experience.