[DigitalToday reporter Chi-gyu Hwang] AX specialist Innorules has changed its name to INNOAX and is speeding up its push into the AI-based corporate hyper automation market.

Innorules held a vision declaration event for employees at its headquarters in Songpa-gu, Seoul, on March 30 and officially announced a new challenge under the INNOAX name.

The company said amendments to its articles of incorporation, including the name change, were approved at Innorules' 19th annual general meeting of shareholders on March 26, confirming the new name.

In line with the name change, the company presented a new mission of "realising hyper automation of corporate work across all industries" and a new vision of becoming "a trusted AX partner by combining experience in work automation with intelligent technology". It listed three core values: advancing customer work through AI (Intelligence); building an AI-based hyper automation work environment (Automation); and implementing trustworthy responsible AI under strong governance (Governance).

INNOAX is pursuing a strategy that focuses on hyper automation of client work processes, rather than a simple introduction of AI, and applies AI to its existing capabilities and experience.

INNOAX Chief Executive In-su Jang (장인수) said, "This name change is a decision to lead intelligent innovation beyond corporate digital innovation." He said, "As the paradigm of corporate management is changing with a technological leap called AI, we will lead real change for customers as a partner in executing AX, not simply as a technology supplier."