BAT secures 7.5 billion won to expand AI-driven brand scale-up
BAT’s new funding supports AI-driven marketing and K-beauty brand growth.
BAT, a South Korea-based brand scale-up company, has raised 7.5 billion won in Series A funding. The round included major domestic institutional investors such as Hana Securities and K2 Investment, supporting BAT’s push to strengthen its position as a partner for sustainable brand growth.
Founded and led by CEO Park Jun-gyu, BAT has evolved from a comprehensive brand agency into a company combining AI solutions, data analytics, and global marketing capabilities. The company returned to profitability in 2024, with sales reaching approximately KRW 85.3 billion, and has since focused on high-value projects and operational efficiency.
Short on time?
Here’s a quick look at what’s inside:
- Who is BAT, and why does this funding matter?
- How BAT’s AI agent and analytics support marketers
- BAT’s focus on K-beauty and global e-commerce
- What marketers should watch as BAT grows
Who is BAT, and why does this funding matter?
BAT is positioning itself as a K-brand scale-up partner, supporting over 35 brands with integrated solutions that span brand strategy, IMC campaigns, influencer marketing, and performance marketing. The company’s recent funding round is intended to help BAT move beyond its agency roots and further develop its AI and data-driven offerings.
The investment comes after a period of improved profitability, driven by a focus on high-value projects and operational efficiency. BAT’s team of around 200 professionals is based in Seoul and supports both domestic and international brands.
How BAT’s AI agent and analytics support marketers
BAT has developed an AI agent, based on its own algorithm, that integrates with its workspace platform AEer. This tool automates media operations, provides real-time performance analysis, and offers improvement suggestions. For marketers, this means:
- Streamlining campaign management and reducing manual work
- Gaining actionable insights from real-time analytics
- Receiving automated recommendations for campaign optimization
- Improving operational efficiency across multiple channels
BAT’s focus on K-beauty and global e-commerce
K-beauty marketing remains a strategic area for BAT, with beauty division sales growing from KRW 3.6 billion in 2024 to KRW 18 billion in 2025. The company supports both domestic and international marketing for well-known brands, including Olive Young private brands, Dr. G, Biodence, and Whipped.
BAT plans to use its new investment to enhance its AI solutions, expand global e-commerce infrastructure, and launch its own data-driven private brands. The company leverages experience with global channels like Amazon and TikTok Shop to support brand growth and aims to launch new private brands annually.
What marketers should watch as BAT grows
- BAT’s investment in AI and analytics could offer new tools for campaign automation and performance tracking.
- The company’s focus on K-beauty and global e-commerce may create opportunities for brands looking to expand internationally.
- Marketers working with BAT can expect more data-driven recommendations and operational support as the company scales its technology.
- BAT’s evolution from agency to tech-driven partner reflects a broader trend in marketing services toward automation and integrated analytics.
