AB180 Unveils Personalized Marketing Case Based on Tmoney Data

AB180 participated in "Braze Connection Seoul," held on the 15th at Josun Palace in Gangnam-gu, Seoul, where it introduced a personalized marketing case using Tmoney Mobility's real-time behavioral data and unveiled its AI-based martech operations direction. At the event, AB180 presented Tmoney Mobility's CRM operations case and its martech utilization strategy in the AI era.

As Braze's official reseller in South Korea, AB180 ran a Tmoney Mobility customer case session and its own Forge Insight session. There, it introduced how Braze is used in actual operations and how marketing work is changing after the adoption of AI.

"Braze Connection Seoul" is an event that shares major takeaways from "Braze Forge 2026," held last month in Las Vegas, with audiences in South Korea. This year's sessions focused on AI-driven personalization and operational efficiency, the combination of customer data and brand creative, and campaign design, testing, and optimization.

At "Braze Connection Seoul," AB180 explained CRM operations and personalization methods based on Tmoney Mobility's case, while also presenting martech utilization strategies for the AI environment. Through this, AB180 delivered related operational cases and application plans in line with the event's key themes.

Tmoney Mobility managers Jeon Jae-young and Jo Soo-bin presented a personalization case based on real-time behavioral data from TmoneyGO. TmoneyGO is a service that offers intercity and express bus reservations, taxi-hailing, and bicycle and kickboard services, and because it provides multiple mobility services, it faced the challenge of delivering the benefits and guidance needed for each usage flow at the right time.

In response, Tmoney Mobility used Braze's "Context Step" and "Personalize Delay" based on AB180's consulting. This enabled a scheduled message delivery system tailored to service usage situations without separate server development. It also set message send timing according to each usage flow and established a system for automatic message delivery.

It also applied "Content Cards" to in-app ads. The company introduced a method of displaying banners by region and usage context, and it used an outside operator to handle ad sales and operations. This expanded the scope of ad inventory use within the app.

Tmoney Mobility ran cross-marketing for taxi discount coupons linked to the express and intercity bus usage process. The target audience was customers who had no recent taxi usage history. By presenting benefits tailored to mobility situations, Tmoney Mobility sought to encourage repeat taxi use.

AB180 then discussed changes to the martech stack in the AI era in a separate session. Park Joo-ryeol, solution architect at AB180, identified how AI connects with existing marketing work environments and the balance among AI autonomy, brand standards, and sending policies as key issues. He also explained that when AI use expands, brand standards and review rules need to be clearly defined.

Park Joo-ryeol, solution architect at AB180, said that final judgment and responsibility need to remain with humans. He also said that when increasing the level of automation, the control standards for customer-level decision-making and campaign execution processes need to be co-designed.

AB180 CEO Nam Seong-pil said the key to personalization competitiveness is not the amount of data a company holds, but connecting customer behavior to the right messages and experiences. He also expressed the company's intention to support businesses in applying AI and personalization in practice through data design, technical support, and operational optimization.

Source: TECHWORLD · Kim Seung-gi
Original: https://www.epnc.co.kr/news/articleView.html?idxno=408329

References

• https://www.epnc.co.kr/news/articleView.html?idxno=408329