[DigitalToday reporter Chigyoo Hwang] Amorepacific’s cloud and AI strategy can be summed up as expanding its business DNA beyond cosmetics to beauty tech and, later, healthcare services.

Amorepacific AX Office Executive Director Jonghoon Ahn (안종훈) on Wednesday repeatedly stressed at AWS Summit Seoul 2026, hosted by Amazon Web Services (AWS) at COEX, that Amorepacific is evolving beyond a cosmetics manufacturing and sales company into a beauty tech and healthcare services platform by using AI and the cloud.

“The beauty industry has relied on human experience and senses,” he said. “The expansion into beauty began with the question of whether we could convert such qualitative experience into data and scale it.” He said Amorepacific is focused on precisely innovating experiences across the beauty industry by applying digital technology and AI to its business.

Skin-measurement-based beauty tech services are one example of Amorepacific’s shift.

Amorepacific’s Beauty Concierge platform uses a vision AI model trained and deployed with AWS machine learning service Amazon SageMaker AI to analyse melanin, erythema, pores and wrinkles through parallel inference. It provides precise skin diagnosis results by comprehensively analysing skin images and questionnaire data. It can be used across various channels, including stores, mobile apps, the web and kiosks.

The company said the Beauty Concierge platform has performed more than 500,000 skin diagnoses in 10 countries since its launch and currently operates 10 services.

Ahn said demand has grown among consumers for beauty product recommendations based on objective data, highlighting the need for such technology. He said there were many concerns about direction in the early stage of the service. Equipment prices were high, making it difficult to place them in stores. Results could also vary depending on environmental conditions such as lighting and seasons, which could confuse customers. He said Amorepacific solved this by combining camera-based AI technology with expert verification. He said this improved accuracy and quality while reducing the burden on store infrastructure. He said the company has been expanding the service in cooperation with Samsung Electronics since 2025.

Amorepacific is also using AWS AI technology not only for customer-facing services but for internal software development. It introduced AWS AI coding tool Kyro into its SAP enterprise resource planning (ERP) environment, which it has operated for decades, and applied AI across the full development process.

The company said development productivity in four pilot projects improved beyond the initial estimate of 20 to 30 percent to as much as 72 percent. It said documentation time was cut by 80 percent and it achieved a 100 percent match rate between design and actual code. Amorepacific plans to expand the Kyro-based development approach to all development projects. It also operates a service that automatically summarises and analyses product reviews on its own online mall and major partner malls based on AWS generative AI service Amazon Bedrock. It built an in-house quality evaluation system that cross-verifies multiple AI models based on Amazon Bedrock and quantitatively evaluates summaries using four indicators: unity, consistency, fluency and relevance. It generates automated feedback for low-scoring summaries to repeatedly improve quality.

As part of expanding its beauty tech platform, Amorepacific is also strengthening cooperation with AWS. The two companies at the AWS Summit venue announced a partnership centred on AWS supporting Amorepacific’s company-wide AI transformation and expansion of its global beauty tech platform based on AI and cloud technology. They plan to apply AI across customer experience innovation, product development and software development for major brands including Sulwhasoo, Laneige and Hera, and to lead AI transformation in the global beauty industry.

Ahn said, “Amorepacific’s vision is to combine AI technology with long-standing beauty expertise to provide experiences that enable customers around the world to realise their own beauty.” He said, “AWS is not just a technology provider but a strategic partner that designs and executes this vision together. We plan to provide AI customer experiences using AWS cloud infrastructure and generative AI services.”

Amorepacific has set a mid- to long-term beauty and wellness vision of targeting 15 trillion won in revenue and a top-3 global position in premium skincare by 2035. It also plans to expand the share of overseas revenue to around 70 percent and fundamentally innovate ways of working and customer experiences through company-wide AI transformation.