The artificial intelligence (AI) service market is reaching a new turning point. While existing conversational AI chatbots, represented by ChatGPT, were at the level of answering users' questions with text, the era of 'AI agents' that actually handle tasks is now fully opening.


Interest in the AI agent market has significantly increased, especially since OpenAI launched the 'ChatGPT Agent' in July 2025. AI agents that automatically perform tasks such as web searches, information summarization, document creation, and data analysis fundamentally differ from existing chatbots in that they can complete actual work processes beyond simple Q&A.

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

Domestic AI Agent 'Selto' Differentiates with Screen Recognition Function

Amidst this, the AI agent platform 'Selto' from domestic AI business automation specialist Infopla (CEO Choi In-mook) is attracting attention from major domestic companies and institutions.

The biggest differentiator of Selto is that it performs tasks by directly recognizing the screen based on the Vision Language Model (VLM). Unlike existing AI agents that perform tasks through API integration with specific applications or services, Selto 'sees' and judges the screen directly to process tasks. It operates in a manner similar to a person manipulating a computer screen with a mouse and keyboard.

The advantage of this approach is that any application installed on the system can be automated. This includes accounting programs, ERP systems, and even legacy systems (old systems) designed without considering AI or automation technology, which can be automated immediately without separate API integration.

Moreover, unlike most AI agent services that are only provided in cloud form, Selto is also available in an on-premise (internal network) form. It can be installed and operated on a company's own server, ensuring high security. In sectors like finance, government institutions, and large corporations where security is crucial, there is often reluctance to adopt cloud-based AI services, and Selto's on-premise method provides a practical alternative to alleviate such concerns.


With the V2 update last July, Selto significantly enhanced its practicality by adding features such as conditional branching, variable storage, and the ability to directly check screens learned by AI. Interestingly, this coincides with the release of OpenAI's ChatGPT Agent, showing that domestic AI technology is advancing in line with global trends. Verification of utility across various industries is in full swing. According to Infopla, Selto is currently in the stage of conducting PoC (Proof of Concept) or considering adoption with more than eight companies and institutions. As interest in business automation grows, utility verification through various industries is actively progressing.

Construction company A is testing the automation effect focusing on document processing and system integration tasks from September to December. It is reviewing the potential for use in digitizing various documents and information update tasks.

Interest is also high in the manufacturing sector. Manufacturing company A is evaluating the automation potential using Selto's vision recognition technology in logistics and inventory management areas and plans to demonstrate the process of reflecting data occurring in the field environment into the system from September to December. Manufacturing company B is reviewing the possibility of automating information synchronization within the logistics system and data integration tasks between centers.

Interest in the financial sector is also high. Financial company A aims to complete the PoC for document recognition and task processing automation by October, with the main goal of confirming whether user convenience is improved compared to existing RPA. Financial company B plans to verify the potential for use in customer information management and various document processing tasks from November to December.

Active review is also taking place in the public sector. Public institution A held a demonstration to explore the possibility of introducing it in 2026 in the IT infrastructure operation management field. Public institution B is reviewing the application of Selto technology in the government standard UI/UX guideline compliance project.

In the distribution sector, distribution company A is showing interest in customer information processing and OCR-based task automation and is exploring the potential.

“Reflecting the Specificity of the Domestic Market”

Choi In-mook, CEO of Infopla, stated, “While narrowing the technological gap with global IT companies, we applied differentiated elements reflecting the specificity of the domestic market,” and explained, “Legacy systems and unique business processes that are still widely used in the domestic corporate environment are often difficult to address with foreign solutions.”

He added, “Through the ongoing PoC projects, we are verifying what value Selto can provide in actual work environments, and based on this, we aim to play a meaningful role in the domestic AI agent market.”

Experts predict that the AI agent market will grow explosively in the coming years. Especially amid global economic uncertainty, demand for AI-based business automation to enhance efficiency is expected to increase further. Depending on the results of the various ongoing PoC projects, it will be noteworthy whether Selto can establish itself as a competitive option in the domestic AI agent market.

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

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