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PLAYTAG has developed an AI-based infant behavior analysis solution called 'StoryLine.' Through PlayLens installed in classrooms, it observes with whom and with what children play, analyzes it with its own algorithm, and provides indicator data such as activity level, play preferences, and interpersonal relationships. Photos and videos are also presented as evidence for these indicators. PLAYTAG explains that applying StoryLine can reduce teachers' workload, improve efficiency, and enhance the quality of education and childcare.

StoryLine launched its first paid service in September 2024 and is currently used in classrooms of approximately 520 early childhood education institutions, targeting over 7,000 children. PLAYTAG states that it is receiving positive feedback from both teachers and parents. The company is also pursuing expansion into the U.S. market and plans to start services at early childhood education institutions in the eastern U.S. in November.

Met with Hyunsoo Park, CEO of PLAYTAG, to discuss PLAYTAG and StoryLine.


Founded to Apply 15 Years of Research to Real Life

IT Dong-A: Hello, CEO Park. Please introduce yourself.

Hyunsoo Park: Hello, I am Hyunsoo Park from PLAYTAG. I graduated from the Department of Mechanical Engineering at Pohang University of Science and Technology, completed my Ph.D. and postdoctoral studies at Carnegie Mellon University and the University of Pennsylvania, and worked as a professor in the Department of Computer Science at the University of Minnesota. I researched 3D computer vision-based behavior restoration and recognition, publishing over 50 papers in computer vision-related conferences and journals. I started writing papers in 2009, so I've been researching for over 15 years. I founded PLAYTAG in 2022.

IT Dong-A: Behavior restoration and recognition sounds somewhat unfamiliar.

Hyunsoo Park: Images or videos are combinations of 2D pixels. However, the space we live in is 3D. Human behavior also occurs in 3D space. Behavior restoration and recognition involve converting 2D images or videos into 3D and recognizing various human behaviors based on that.

IT Dong-A: What motivated you to found PLAYTAG?

Hyunsoo Park: The most challenging subjects in behavior restoration and recognition are children. Children are often unpredictable, and their developmental situations vary. However, if developmental situations are not properly understood and cared for during childhood, they can worsen. In severe cases, they may have to live with disabilities for life. I mainly researched these areas, but I felt that the impact of my research on the world was quite limited. I wanted to apply my research results to real life to help more children and contribute to society, which led me to found PLAYTAG.

IT Dong-A: You were mostly in the U.S. before founding PLAYTAG. Why did you choose to establish PLAYTAG in Korea?

Hyunsoo Park: The biggest customers in the field of behavior restoration and recognition are industries related to infants and young children. Korea has a high educational enthusiasm and interest in infant behavior development compared to other countries. It is a good market to test behavior analysis solutions. Therefore, we set Korea as our first market, naturally leading to founding the company here.

IT Dong-A: Please introduce PLAYTAG.

Hyunsoo Park: PLAYTAG is a specialized technology company for AI-based Behavior Foundation Models. Human behavior is not just simple movements but signals where internal states such as habits, preferences, emotions, and motivations are externally expressed. We developed a Behavior Foundation Model using 3D computer vision algorithms to understand this more deeply.

We develop services under the value of 'Empower every person on earth through digitalizing human intention.'


AI Observation Assistant for Early Childhood Education Institutions, StoryLine

IT Dong-A: The current main solution is StoryLine. What kind of solution is it?

Hyunsoo Park: One of the roles of kindergarten or daycare teachers is to observe children. They need to observe with whom and with what children play and analyze their tendencies to suggest customized play. This is the basis of early childhood education. However, in practice, it is not easy. Each teacher is responsible for many children, and there are many other tasks.

StoryLine is a behavior analysis solution for teachers at early childhood education institutions like kindergartens and daycare centers, acting as an assistant to help teachers observe children well. Through PlayLens installed in classrooms, it continuously and objectively observes children's behavior and analyzes it with our own algorithm to provide quantitative data. PlayLens is a type of CCTV, and depending on the classroom size, a minimum of four and usually six to eight are installed to ensure comprehensive observation of children's behavior.

Currently, we provide indicators on activity level, play preferences, and interpersonal relationships. We also present supporting materials such as photos and videos. These indicators are provided daily, and as the data accumulates, it becomes possible to categorize the child's tendencies or developmental situation to some extent. This allows teachers to understand children more deeply and suggest suitable play. It also provides objective evidence when consulting with parents. For children who need external help, it can guide them to receive necessary measures. In other words, it reduces teachers' workload, improves efficiency, and contributes to enhancing the quality of education and childcare.


IT Dong-A: When was StoryLine launched? What are the implementation results and customer feedback?

Hyunsoo Park: StoryLine started its first paid service in September 2024 and is currently used in classrooms of about 520 early childhood education institutions, targeting over 7,000 children. Although it has been less than a year since its launch, it has achieved significant results.

Customer feedback is also positive. It has been confirmed that StoryLine's behavior analysis largely matches teachers' observations and measures aspects that teachers miss, leading to high teacher satisfaction. Many have noted that it provides practical help in managing children's development. Parents are also positive. They appreciate being able to understand their children better with data they couldn't see before and having more professional and detailed consultations.

IT Dong-A: You are currently receiving support from SeoulTech's Global Corporate Collaboration Program. What support have you received?

Hyunsoo Park: SeoulTech's Global Corporate Collaboration Program provided education, networking, promotion, and financial support necessary for startups preparing to enter overseas markets. We are participating in the Amazon Web Services (AWS) Jungle Program, which allowed us to convert our AWS U.S. account to a domestic account, significantly reducing operating costs. We were able to learn about legal and technical risk factors necessary for operating global services in advance, laying the foundation for providing stable services in the U.S. market.

“Will Accelerate U.S. Market Entry with More Detailed Measurement Indicators”

IT Dong-A: Lastly, please tell us about your future plans and goals.

Hyunsoo Park: First, in terms of solutions, we plan to detail the measurement indicators. We intend to add more detailed and in-depth indicators, such as the positive or negative aspects of interactions, interactions with teachers, and the types of play during interactions.

We are also preparing to produce content suitable for children's tendencies. Until now, we have only provided indicators, photos, and videos, but there have been many inquiries about how to respond to the results. Therefore, we are producing content on various topics such as suitable play methods, physical activities, and literacy that can be done at home or in the classroom based on behavior measurement indicators.


Business-wise, we are actively pursuing global market expansion. Currently, StoryLine is being piloted in two early childhood education institutions in the U.S., and we are developing a localized version reflecting customer feedback. In November, we plan to start official services in three to four early childhood education institutions in the eastern U.S. In the first half of next year, we plan to expand the market focusing on areas with high educational demand such as New York, New Jersey, Virginia, California, and Washington.

Domestically, we are preparing sales for next year's performance. We have set a sales target to provide StoryLine to 1,500 to 2,000 classrooms nationwide and have been actively working since October.

The behavior analysis foundation model we developed can be used universally. Although we are currently focusing on infant behavior analysis, we plan to expand into various fields such as the elderly, patients, and workers in the future. Through this, we aim to provide new assistance in various fields and grow into a total healthcare solution that supports a better life.

IT Dong-A Reporter Han Man-hyuk (mh@itdonga.com)

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