AI Is Gone, 'Discernment' Remains... Nando Kim's Insights on 2027

"Trend Korea 2027" Press Conference Unveils Next Year’s Top 10 Consumer Trends
"AI Is Now a Universal Necessity"
Highlights Include Society of Boredom, Human Edge, and Discernment Capital

Surprisingly, the list of ten consumer keywords projecting trends for 2027 does not include the term "artificial intelligence (AI)." This does not mean the significance of AI is diminishing. The assessment is that, like smartphones, AI has become so seamlessly embedded into daily life that it is no longer easy to separate it as a distinct new technology. The discussion has shifted from what AI can do to what humans should do within a society transformed by AI.

Professor Namdo Kim of Seoul National University is explaining ten keywords at a press conference for the publication of 'Trend Korea 2027' held on the 25th at the Press Center in Jung-gu, Seoul. Mirae N Chuang

Nando Kim, professor emeritus of the Department of Consumer Science at Seoul National University, stated at the press conference for the release of "Trend Korea 2027" held at the Korea Press Center in Jung-gu, Seoul, on September 30, "AI has now become a universal necessity in everyday life." He added, "Rather than focusing solely on AI technology itself, we need to examine how AI is transforming individuals, organizations, and society, and consider how we should respond to those changes."

"Trend Korea" is an annual series published by the Seoul National University Consumer Trend Analysis Center to forecast the following year's consumption trends. Since its first installment, "Trend Korea 2009," in 2008, this year's edition marks the 19th book in the series. The 2027 edition, rather than asking what AI will replace, uses ten keywords to explore what competitive advantages humans retain even after AI has become deeply familiar and widespread.

The top ten consumer trends for 2027, as identified by the Seoul National University Consumer Trend Analysis Center, are: a society of boredom, life ROI, form factor shift, trying-out economy, data-hoarding humans, vibe working, re-tention strategy, human edge, half signal, and discernment capital.

The first keyword is "society of boredom." Whereas boredom in the past was a "deficiency type," caused by a lack of tasks and stimulation, today it is the opposite. The analysis points out the emergence of "overabundance boredom," where people are exposed to constant stimulation throughout the day via shorts, YouTube, and social networking services (SNS), and move endlessly from one activity to another, but still feel that life is monotonous and uninteresting.

Professor Kim commented, "There are many busy people, but it's hard to find anyone who says they're having fun. Even when watching Netflix, people look for something more entertaining, and even at a stoplight, they reach for their phone. Although they spend time busily, these moments do not accumulate into meaningful experiences." Constantly seeking new stimuli, people become bored before a single experience has matured enough, falling into a vicious cycle of quickly pursuing the next thrill.

Professor Nando Kim of Seoul National University is explaining ten keywords at the press conference for the publication of "Trend Korea 2027" held on the 25th at the Press Center in Jung-gu, Seoul. Mirae Nchang

"Life ROI" refers to the spread of the ROI (Return On Investment) calculation, ordinarily used for financial returns, to all aspects of life. People now ask, "How much do I gain in return for what I invest?" not just about money but also their job, relationships, hobbies, and time usage. As more people prioritize efficiency and rapidly streamline relationships, the result is, paradoxically, that familial bonds—the ones that last until the end—become stronger.

"Data-hoarding humans" are also emerging; people now record every moment. Meetings, classes, and conversations are recorded, and details about places visited, food eaten, and exercise routines are left in apps. Instead of selectively recording what is important, the approach is to save everything and retrieve it as needed, marking a shift in the way life is documented.

"Half signal" focuses on consumers at the midpoint of life. It views menopause not just as a physical aging phenomenon but as a sign marking life's turning point, capturing the trend of men and women at this stage redesigning their health, relationships, consumption, and identities.

The way companies function and work is also changing. "Vibe working" goes beyond simply adding AI to work processes and involves redesigning work itself so that humans and AI move together within an integrated flow. Professor Kim emphasized that just implementing AI does not automatically bring major productivity gains; instead, companies need to newly establish systems of collaboration among tasks, AI, and people.

"Form factor shift" refers to innovation achieved by changing the physical form itself rather than merely adding new functions. This can be seen in foldable smartphones, stick-on vitamins, and stock cubes in pill form, where altering the familiar physical shape of a product provides a new user experience.

In an era of declining population and low growth, strategies to endlessly attract new customers have reached their limits. "Re-tention strategy" refers to the shift in corporate focus toward maintaining relationships with existing customers and encouraging their continued patronage, rather than solely acquiring new ones.

Lowered execution costs due to AI have facilitated the "trying-out economy." In the past, capital, manpower, and specialized skills were required to attempt something new, but now anyone can quickly try things using generative AI and various digital tools. It is now an era where those who take action first and revise based on results gain opportunities, rather than those who prepare until every detail is perfect before starting.

Professor Kim explained, "Whereas in the past people prepared until they were perfect, now what matters is trying things quickly. In today's world, having actual experience is as important a competitive edge as knowledge itself."

The concept of "human edge" is that as AI elevates the average completeness of outcomes, the human role becomes even more distinct. The differentiation comes from the choices and judgments made and who takes responsibility for the results—the human trace left in the final product. Professor Kim believes that the subtlety of personal flair, minor imperfections, and the process leading to the outcome may provide more value than polished perfection.

The final keyword, "discernment capital," is linked to this idea. In a time when anyone using AI can produce writing, images, or proposals of a certain standard, what matters most is the ability to choose what stands out among a multitude of outputs. Professor Kim predicted, "The true victors in the AI era will not be those who are merely skilled with AI, but those who have discernment. This discernment will become a form of capital, accumulating as social influence and economic opportunity."

The watchword running through 2027 is "ALPHA SHEEP." "Alpha" is the first letter of the Greek alphabet, symbolizing "beginning" and "start." The phrase urges people not to be swept along by the tide like sheep moving in flocks but to break away from the herd and act based on their own judgment.

Professor Kim added, "As superintelligent entities emerge, it is becoming more difficult for people to maintain their own agency. The term 'Alpha Sheep' refers to the imperative to dive into the sea of change ahead of others and become the ones who lead the group."

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