Hyundai Card tested generative AI PR writing against human-written draft in blind test.Expanding hands-on LLM training for leaders and employees.
Hyundai Card has started testing the use of generative AI in public relations work, including press release writing and planning.
The company recently held an internal blind test at its Seoul headquarters involving a press release for “the Orange,” a card launched in March. One draft was written by a former journalist working in Hyundai Card’s PR office, while another was produced by AI.
Employees reviewed both versions without being told which was written by the PR employee and which was generated by AI. They assessed the structure and logical flow of the drafts, not focusing only on sentence fluency.
The PR employee prepared the draft using internal sources and interviews, while the AI version was based on externally collected information.
Hyundai Card said employee responses showed that both drafts had strengths and weaknesses. Some reviewers found it difficult to identify which version was written by a person, while others gave different interpretations of the same writing style.
One employee said a draft felt human-written because the topic was clear and the card benefits were described in detail. Another said the same approach made the draft feel like AI-generated writing because the benefits were listed in a structured but unnatural way.
The human-written draft ranked higher in the first round. Hyundai Card said the purpose of the exercise was not limited to choosing a winner, but to examine how AI can support PR work.
The company said the test helped its PR team review prompt-writing methods, AI-assisted editing, and search workflows for communications tasks. Hyundai Card’s PR office plans to expand similar tests to domestic press materials, overseas PR content, and YouTube scripts.
A Hyundai Card official said the competition format helped draw employee interest and generated feedback on where the team could improve compared with AI-generated output. The company will continue testing practical ways to use AI in public relations.
LLM training expands
The PR experiment sits in Hyundai Card’s wider AI Transformation strategy. The company has been expanding internal training on large language models for senior staff and employees who opted into the programme.
About 260 leaders at team-leader level and above took part in the training, along with 300 employees who expressed interest.
Hyundai Card did not provide the training to all employees. The company said it wanted the programme to focus on practical use of LLMs in work processes, not treating the technology itself as the main objective.
The curriculum was built around hands-on tasks. Participants used LLM tools to curate keyword-based news and draft briefing materials. They also summarised long documents and used the outputs to prepare mind maps and presentation decks.
The training covered workflow automation using AI with existing tools like Excel. Participants used vibe coding to build web pages and applications.
Beyond data-driven functions
Some exercises were tailored to specific business functions. Examples included using daily credit purchase volume data to model business performance and risk, as well as building an HR assistant chatbot.
Hyundai Card said dummy data was used during the training to address security concerns. The data reflected the structure of the company’s actual systems without exposing real internal information.
Vice Chairman Ted Chung also joined the LLM training and completed the exercises. In a social media post, Chung said senior leaders need to understand basic AI and coding workflows to communicate with working-level employees, even if they do not carry out such tasks themselves.
Hyundai Card has already applied AI mainly in data-driven areas, including marketing, credit underwriting, and fraud prevention. The company said it plans to extend AI use into PR, design and human resources.
The company has also developed proprietary AI software called UNIVERSE. At the end of 2024, Hyundai Card exported the platform to a major Japanese credit card company, according to the information provided by the company. A Hyundai Card official said the company plans to continue testing AI use in different areas of work.
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