Nowadays, when people think of AI services, many envision conversational services represented by 'ChatGPT', or 'AI chatbots'. However, with the advancement of AI technology, the era of 'AI agents', which go beyond simple Q&A to actually handling real tasks, is now in full swing.


While traditional AI chatbots were limited to providing text responses to user queries, AI agents offer a different level of service. They can automate complex work processes on behalf of users. For example, they can understand and execute commands like "Prepare today's daily sales report" or "I want to book a flight to New York on September 30".

The emergence of AI agents is driven by companies' urgent need for work efficiency. If AI can handle repetitive and time-consuming tasks, employees can focus on more creative and strategic work.

OpenAI's 'ChatGPT Agent' Launch Marks Turning Point in Global AI Agent Market

On July 17, OpenAI launched the 'ChatGPT Agent', sparking explosive interest in the AI agent market. With OpenAI's strong brand recognition and the introduction of various automation features in the ChatGPT Agent, the AI agent market is experiencing a new turning point.


OpenAI's ChatGPT Agent adds task execution capabilities to the existing conversational functions of ChatGPT. It operates within a conversational interface, enabling automation of tasks such as web searches, information summarization, document creation, data analysis, and coding. For instance, it can automate tasks like "Summarize today's schedule, prepare meeting materials, and save as a PDF" or "Analyze customer inquiry emails and generate draft responses for consultations".

While it does not directly control external applications, automation of these applications is possible through API integration. This allows the use of functions from 'Gmail', 'Slack', 'Salesforce', and others in ChatGPT Agent's automation scenarios.

Intensifying AI Agent Competition, Local Firm Infofla's 'Selto' Draws Attention

Even before the launch of the ChatGPT Agent, the AI agent market was already highly competitive. The market is characterized by companies of various sizes and nationalities competing with their respective strengths. From global giants like OpenAI to startups armed with innovative ideas, companies are competing with fresh technology and ideas regardless of their size.

Monica's 'Manus AI', founded in China and now headquartered in Singapore, is gaining attention for its powerful automation features, while Germany's 'DeepL' is expanding its business into multilingual task automation based on translation AI technology. Additionally, Romania's 'UiPath' offers next-generation task automation solutions combined with AI technology, attracting global attention.


Amidst this, Korean AI startup Infofla's 'Selto' is attracting interest with its unique approach. Interestingly, around the same time as the ChatGPT Agent launch in July, Selto introduced a V2 update with enhanced features. This is interpreted as a strategy to increase visibility in response to the news of global competitors in the intensifying AI agent market.

Unlike most AI agent services that are only offered in cloud form, Selto is also available in an On-Premise form. This means it can be installed and operated on a company's own server, ensuring high security. In the financial sector, government agencies, and large corporations, where security is crucial, there is often reluctance to adopt cloud-based AI services due to the need for critical work data to pass through external servers. Selto's On-Premise approach can be a practical alternative to alleviate such concerns.

Another differentiator of Selto is its use of Vision Language Model (VLM)-based vision technology. While existing AI agents perform tasks through integration with specific applications or services, Selto 'sees' and judges the screen directly to process tasks. It is akin to a person viewing a computer screen and operating a mouse and keyboard.


The advantage of this approach is that any application installed on a PC can be automated. This includes accounting programs, ERP systems, and even so-called 'legacy' systems that were designed without considering AI or automation technology, all without the need for separate API integration.

In particular, the Selto V2 update significantly enhances practicality with features such as the ability to directly view AI-learned screens, 'if (conditional branching)' automation based on conditions, and the ability to store and utilize repeated information as variables.

Examining real-world task automation examples highlights Selto's distinctiveness. In the financial sector, for customer loan review tasks, existing solutions required API integration, but Selto can automate the entire process by having AI observe and learn from the screens that review officers typically use.

In addition, in shopping mall product registration tasks, AI can handle repetitive tasks such as entering Excel data into the admin page, and Infofla emphasizes that it can flexibly respond to unexpected pop-up windows or error messages during these processes.

Customized Response Reflecting Customer Needs is Key

Experts predict that the AI agent market will grow explosively in the coming years. As global economic uncertainty increases, companies' desire for efficiency is strengthening, and demand for task automation through AI is expected to rise further.

However, there are many challenges to overcome. Technologically, it is important to improve the accuracy and reliability of AI, as the impact of mishandling tasks can be significant. Legal and ethical issues such as privacy protection and data security also need to be addressed.

The launch of OpenAI's ChatGPT Agent, a global giant, presents both a crisis and an opportunity for Korean AI companies. In an interview with reporters, Choi In-mook, CEO of Infofla, revealed the company's 'David strategy'. He stated, "We have applied differentiation elements reflecting the uniqueness of the Korean market while narrowing the technology gap with global IT companies," adding, "Our solution has been tested on government agency websites and famous shopping malls, and is currently receiving positive responses in PoC (Proof of Concept) in the financial and insurance industries."

The AI agent market is just beginning. With heightened market interest following the emergence of the ChatGPT Agent, the ability to accurately identify and provide customized services to meet actual user needs is likely to determine success.

IT Donga Reporter Kim Young-woo (pengo@itdonga.com)

Popular News