- Driving digital transformation and workplace innovation through the adoption of a generative AI platform
- Advancing the Digital & AI Transformation (DAX) initiative to strengthen AI-centered intelligence
On July 8, GS Caltex(CEO Saehong Hur) announced the launch of its in-house generative AI platform ‘AIU’ as part of ongoing efforts to accelerate the company’s Digital Transformation (DX).
The name AIU combines ‘AI’ for artificial intelligence with ‘U’ for yu (油: oil), symbolizing the company’s strategy of integrating AI technology into the traditional refining business for enhanced competitiveness.
Implemented to provide a secure and user-friendly environment for utilizing generative AI in daily work processes, AIU enables employees to apply a variety of AI tools without uploading company data or proprietary knowledge to external services.
In particular, AIU was designed to empower employees to easily develop AI agents by combining generative AI technologies with internal company data. These AI agents — intelligent digital assistants capable of making decisions and taking action without direct human instructions — can be built even by employees without technical backgrounds, using intuitive no-code or low-code tools and minimal coding. This means applications that once took professional developers a month to complete can now be created by employees in under a week.
Additionally, employees can share their AI agents on the AIU platform, making them accessible for reuse and customization by colleagues.
A GS Caltex representative stated, “Through AIU, we’ve created an environment where employees can actively engage with generative AI and transform how they work,” adding, “We will continue to foster a culture of employee-led AI adoption and build a more efficient, data-driven workplace.”
Having positioned Digital Transformation (DX) as a key pillar of its Deep Transformation strategy aimed at sustainable and profitable growth, GS Caltex continues to strengthen its digital foundation through data collection and systems development.
In 2025, the company is advancing its efforts through Digital & AI Transformation (DAX), a strategic initiative that integrates Digital Transformation (DX) and AI Transformation (AX) to establish a more evolved way of working and secure a competitive edge in the AI era.
DAX sees digital and AI capabilities as complementary forces, enabling the company to transform into an AI-driven, intelligent organization. By integrating AI technologies with the data and systems developed through DX, DAX pairs AI-generated suggestions with human judgment to accelerate decision-making. It also fosters a new model of human-AI collaboration, where AI serves as a virtual coworker that supports tasks such as data collection, analysis, and report preparation, allowing employees to focus more on creative problem-solving and strategic thinking.
By actively integrating generative AI across its operations, GS Caltex is propelling its AI-driven Digital Transformation to the next level. This push to redefine the way work is done will help create an environment where employees can focus on creative, high-value contributions.
