Lotte Department Store Expands Generative AI-Based Marketing for Foreign Tourists

Promoting GEO Marketing to Optimize Lotte Department Store Search Information

Full-Scale Application of 'GoldenNote Index' Solution

Collaboration with Daehong Communications

Lotte Department Store announced on August 5 that it will introduce step-by-step customized marketing for foreign tourists using generative AI, enabling easy and convenient access to its shopping information through artificial intelligence (AI).

First, the company will implement 'GEO (Generative Engine Optimization) marketing' to make it easier for travelers to find information about Lotte Department Store when preparing for their trips using generative AI search engines. This involves optimizing content so that generative AI platforms like ChatGPT can present information about Lotte Department Store more accurately and naturally when recommending travel or shopping.

This project is being carried out in collaboration with the newly established Retail AI Solutions Task Force, created this year as part of the 'Unicorn Valley' groupwide internal startup fostering program operated by Lotte Ventures, the venture capital arm (CVC) of Lotte Group. The Retail AI Solutions Task Force has developed its own solution, the 'GoldenNote Index,' which helps AI accurately understand and recommend brand information. They structure web pages in an AI-friendly format and optimize key content—such as store guides and benefits for foreign customers—into four languages: English, Japanese, Simplified Chinese, and Traditional Chinese. This enables generative AI to more accurately recognize and utilize the brand’s information.

For foreign tourists during their travels, the company is also implementing out-of-home (OOH) marketing in collaboration with Daehong Communications, and utilizing AI search as a new customer acquisition channel. Ads designed to induce generative AI searches will be placed at major tourist hubs, including Incheon International Airport and neighborhoods like Seongsu and Hongdae in Seoul, allowing foreign tourists to naturally discover Lotte Department Store's shopping and tourism information. When tourists search for shopping benefits or tourism information through generative AI prompted by advertisements, the AI will provide contextually relevant recommendations for Lotte Department Store’s shopping benefits, exclusive tourist services, and nearby store information.

In addition, Lotte Department Store enhanced convenience for foreign customers by introducing multilingual services in April 2026 to its AI-powered shopping chatbot 'Dustin,' available via its mobile app. The bot supports English, Japanese, Simplified Chinese, and Traditional Chinese, offering guidance not only on department store information but also on nearby shopping and tourism courses in the customer’s language. Major branches with high numbers of foreign visitors have QR codes for immediate access to the service without the need to install a separate app. The company also plans to upgrade the service by adding voice recognition-based AI conversation features.

Park Sangwoo, Head of Marketing at Lotte Department Store, stated, "We will continue to expand AI-optimized shopping information and customer experiences to offer a global shopping experience befitting Korea’s leading department store."

This content was produced with the assistance of AI translation services.