GS Caltex Hosts 3rd Deep Transformation Day

GS Caltex (CEO Saehong Hur) held its third Deep Transformation Day (DT Day) at the GS Tower headquarters in Seoul under the theme ‘WoW (Way of Work), AI.’ The event brought together CEO Hur and employees to showcase the company’s latest digital and AI innovations.

DT Day is a site-oriented event established by GS Caltex to strengthen its competitiveness in the industry and promote sustainable growth. It serves as a platform for employees to share the achievements and experiences they themselves have driven, fostering collaboration and collective growth across the organization.

Each year, CEO Hur visits the DT Day exhibition to meet with employees hosting the booths, offering his encouragement and appreciation for their commitment. As a result, DT Day has evolved from a simple in-house exhibition into a flagship event where employees collectively experience and practice GS Caltex’s DAX (Digital & AI Transformation) philosophy.

CEO Hur spearheaded the DAX strategy to secure a competitive edge in the era of AI. Guided by his belief that “how well a company leverages AI and data will determine its long-term competitiveness,” he has consistently encouraged employees to build digital and AI capabilities and actively apply them in their work.

Grounded in its DAX strategy, GS Caltex is driving organizational change to become an AI-driven intelligent company. This year’s DT Day featured more than 20 booths exhibiting digital and AI innovation initiatives, giving employees the opportunity to experience others’ achievements and share their own firsthand.

The Yeosu Complex booth presented several digital platforms designed to enhance operational optimization and equipment reliability, including Asset Plus, the integrated equipment management system; the Operations Optimization Platform (OOP) for AI-based improvement of refining and petrochemical processes; and the Lower Carbon Energy Management System (LCEMS), which provides integrated control and AI- and machine-learning-based optimization for energy efficiency.

Another highlight was ‘Studio Balral,’ an AI creative group initiated by members of the PR division. The group built an integrated communication management system designed to streamline PR operations and drive digital transformation, and has produced over 20 generative AI videos in collaboration with other departments in the past six months.

In addition, booths from other business divisions showcased a range of AI-driven applications designed to enhance operational efficiency and elevate the customer experience. These included an AI chatbot that responds to repetitive inquiries; the Partner Plus app, which helps fueling station partners improve efficiency and ease of management; and the award-winning Energy Plus app, a customer-experience-driven platform that has earned six global design awards.

DT Day also featured cases of executives who, after completing DAX training, developed and applied their own AI agents to improve work efficiency, as well as successful examples from the Digital Academy, which has been nurturing in-house developers. These initiatives have further strengthened the company’s shared commitment to a collaborative DAX culture across all levels of the organization.

Beyond GS Caltex’s core business areas, the event also introduced cutting-edge technologies from a range of industries — including logistics, firefighting robotics, and smart glasses — along with guest lectures by external experts on evolving work practices and the future of the AI era.

CEO Saehong Hur stated, “AI is not just a technology but a new colleague that is changing how we think and work. By combining AI with our data and system foundations, we will continue to evolve into an organization capable of faster, more precise decision-making as well as more flexible, creative collaboration.” He added, “At the heart of this transformation are our people. By embracing AI, we will make our ‘Way of Working’ smarter yet more human and build the future of GS Caltex together.”