The era of AI-Driven transformation has arrived, reshaping industries and everyday life through the power of large-scale AI. No longer just a technological tool, AI has become a core driver of corporate productivity and competitiveness.
LG Display is accelerating its AX (AI Transformation) journey by establishing a decision-making framework rooted in data and AI. The company is fostering a culture where every employee can identify problems in their daily work and leverage AI to solve them. As AI technologies become deeply embedded across business operations, innovation is no longer confined to professional developers—organization-wide innovation led by all employees is now possible.
This shift extends AI’s influence beyond task automation into creative and strategic domains, forming the practical foundation for delivering differentiated customer experiences and ensuring sustainable growth through AX.
LG Display’s Won-seok Choi and In-young Bang from HRD Department are not developers by trade. Their day-to-day roles revolve around designing and operating training programs for employees. Yet these two HRD professionals walked onto a stage dominated by seasoned developers—the LG Software Developer Conference 2025 Prompt-thon—and walked away with the Grand Prize.
We sat down with them to hear how they leveraged generative AI to its fullest—building solutions from a non-developer’s perspective to directly address customer pain points.
Providing the Right Learning at the Right Time for Employees with Growth Potential
— This Is the Customer Value HRD Creates
Wonseok Choi is responsible for supporting the growth and learning of LG Display’s overseas assignees and locally hired employees.
“Our customers are the overseas assignees and locally hired members at our global subsidiaries. We aim to help them communicate smoothly across languages and cultures, so they can work productively without friction.”
In-young Bang, who runs professional capability development programs for the entire workforce—including company-wide generative AI training—describes his customers differently but with the same intention.
“My customers are employees with a strong desire and potential to grow. HRD isn’t just about hiring good talent—it’s about ensuring they continue to grow with timely and effective interventions. By leveraging generative AI and other technologies, I want to deliver learning that truly accelerates their contribution to the company.”
Although their customer groups differ, they share one belief. “Real customer value begins with solving the real problems people face in the field.” That belief became the foundation of their Prompt-thon journey.
JuViet: An idea born from the language barrier,
the biggest concern for expatriates in Vietnam.
Through interviews with overseas assignees, the team discovered a common struggle—the Vietnamese language.
“Vietnamese has six tones and complex pronunciation. Nine out of ten assignees told us they gave up learning it. In every survey, ‘language barrier’ always ranked as the top difficulty.”
“AI can help with core tasks, but it can’t replace those small moments— like saying ‘Thank you for today’ or ‘Did you have lunch?’ Those moments build trust, and they matter in organizational culture.”
This insight led to the creation of JuViet, a Vietnamese learning app designed not for fluency, but for authentic, relationship-building communication.
Rather than teaching grammar or long sentences, JuViet focuses on “one useful sentence per week”, reinforced through game-based repetition, pronunciation feedback, and even a singing feature inspired by real assignee interviews.
“One assignee practiced a Vietnamese song before a teamwork gathering. When he sang it, a local employee teared up. It showed how much it meant that he cared about their culture. We felt strongly that this ‘connection’ needed to be part of the app.”
JuViet is not a language-learning app—it’s a relationship-learning app, designed to help assignees communicate with sincerity, even amid busy schedules.
“We didn’t write code. We defined the problem.”
The challenge of non-developers, and how Vibe Coding opened a new path
The Prompt-thon venue was filled with over 150 developers typing lines of code, adjusting agents, and discussing Python libraries.
“Honestly, it was intimidating. Teams around us weren’t just using AI—they were building AI. We weren’t even sure we could pass the preliminary round.”
Instead of traditional coding, the team used Vibe Coding, a prompt-based development approach where AI builds screens, databases, and servers based on detailed instructions.
Still, it wasn’t automatic. Understanding the structure, functions, and flow of the application—and articulating all of it clearly in prompts—was entirely up to the team.
For In-young Bang, who had no coding background, the process became a period of intense growth.
“I didn’t even know how to navigate the tool at first. We clicked every button, fixed every error, and learned through trial and error. In just 2–3 weeks, I grew enough to modify simple code myself. That gave me real confidence.”
Even the judges were shocked.
“The first question from the judges was, ‘Did you really build this in just two weeks?’ The app looked polished — from its screen layout and color design to the overall user interface — almost like a fully commercial product.
In the past, creating something of this level would have required months of work and tens of millions of won. Being able to build it in just two to three weeks with the help of AI made me realize just how much the times have changed.”
And despite not being developers, they rose above a field of highly skilled specialists to win the Grand Prize.
Crossing the “1-Inch Barrier”
Stepping Into an Entirely New World of AI
Their competitive edge wasn’t technology—it was empathy. Rather than jumping straight into development, they meticulously investigated: ‘What Vietnamese assignees struggle with’, ‘What sentences they actually use’, ‘What cultural bridges matter’, ‘What features would truly help in real life’ They spoke with newly returned assignees, listened to raw experiences, and refined their feature set accordingly. They focused on the customer’s pain points first, and left the implementation to AI and Vibe Coding.
In-young Bang refers to director Bong Joon-ho’s iconic quote when explaining her turning point.
“Director Bong said, ‘Once you overcome the 1-inch barrier of subtitles, you’ll be introduced to many more amazing films.’
For me, generative AI was that very ‘1-inch barrier.’ Before I crossed it, my work was full of repetitive tasks and things easily slipped through the cracks. But once I took that first step, automation became surprisingly easy, and my overall efficiency increased dramatically. I want to tell others that if you just find the courage to cross that ‘one inch,’ you’ll discover entirely new possibilities on the other side.”
“In the AI era, plant your first small flag—don’t hesitate.”
When asked what message they would share with non-developers who still feel intimidated by AI, Choi responded with a metaphor.
“The AI era is already here. It’s no longer about ‘Should I learn it?’ but ‘How quickly can I learn it and plant my first small flag?’ Excuses are endless, but those who persist and try will take the lead.”
“The era when only developers build solutions is over. With an idea and the will to try, anyone can create a solution that truly relieves a customer’s pain point.”
Today, using AI as their tool and empathy as their compass, the two continue expanding the frontier of customer value inside LG Display—one sincere sentence at a time.
