[Digital Today reporter Chi-gyu Hwang] HR-based AI platform flex has appointed five people, including pro golfers affiliated with the Korea Ladies Professional Golf Association (KLPGA), as flex ambassadors as it moves to target the large enterprise market in earnest.

flex held the “2026 flex Ambassador Launching Ceremony” on Feb. 19 at the Josun Palace Hotel in Seoul. It officially appointed KLPGA golfers Dana Kim (김다나), Kyungeun Bae (배경은), Jisun Jeon (전지선) and Hyunji Lee (이현지), along with golf announcer Jaekyung Hong (홍재경), as ambassadors.

flex gave the five ambassadors employee IDs that allow access to its headquarters in Bundang, business cards and welcome kits it gives to new employees.

flex said it is sponsoring sports associations and teams through partnerships, similar to global enterprise technology companies such as SAP, Oracle and Workday. The sponsors include 14 organisations: the Korea Professional Football League (K League), the Korea Ski & Snowboard Association (KSA), the Korea Professional Golfers' Association (KPGA), the Korea Tennis Association (KTA), the Kiwoom Heroes professional baseball club and the OK Savings Bank Okman professional volleyball club.

Haenam Jang (장해남), CEO of flex, said, “The Winter Olympics once again make us realise that sport is a comprehensive art form in which thorough data analysis and sophisticated coaching based on it are added, not just individual skills. Corporate decision-making, too, can hinge on whether it is as strategic and sophisticated as sport.” He added, “I hope the ambassadors will serve as a bridge between companies and technology so that the HR-based AI platform can actually contribute to solving executives’ problems.”