Korea’s leading travel tech unicorn Yanolja has taken a significant step in digital transformation by adopting ChatGPT Enterprise, becoming the first in the country’s travel sector to do so. The move reflects a broader trend where generative AI is being applied not only to improve internal productivity but also to reshape how global travelers experience and interact with services.
Korean Unicorn Yanolja Adopts ChatGPT Enterprise Across its Operations
Yanolja announced on September 5, 2025, that it will introduce ChatGPT Enterprise across its operations. This marks the first adoption of OpenAI’s enterprise-grade AI platform in Korea’s travel industry.
The company plans to integrate AI-driven solutions company-wide, aiming to boost efficiency, strengthen productivity, and establish a foundation of AI Transformation (AX) case studies.
Operator: AI-Powered Travel Tech Innovation
Generative AI is rapidly becoming a cornerstone technology in global industries, with travel emerging as one of its most promising applications. For online travel agencies (OTAs), AI enables real-time price forecasting, personalized product recommendations, and operational automation at scale.
In South Korea, Yanolja has consistently positioned itself at the forefront of travel tech innovation. Earlier in February, Yanolja deepened its cooperation with OpenAI through the Asian launch of Operator, an AI agent model. By integrating Yanolja’s travel data, the collaboration enabled regional users to access easier product searches and instant bookings.
Transforming Korean Travel Industry with ChatGPT Collaboration
Andy Brown, Head of OpenAI’s Asia-Pacific Business, said:
“Yanolja has the potential to transform how the travel industry operates and serves its customers. Through our collaboration, AI can enable smarter operations and deliver more personalized, seamless travel experiences worldwide.”
Kim Jong-yoon, CEO of Yanolja Cloud, emphasized the long-term impact:
“The adoption of OpenAI Enterprise will serve as a critical foundation for global travel tech innovation. Yanolja will leverage AI for personalized services, operational automation, and a global travel data platform to create new growth opportunities.”
Accelerating AI Transformation in Korean Tourism Business
Yanolja’s adoption of ChatGPT Enterprise signals more than an internal upgrade—it highlights how Korea’s startup and tech ecosystem is embracing AI as a strategic growth driver.
The decision positions Yanolja within a broader wave of Korean companies accelerating AI transformation (AX), aligning with government policies that prioritize digital competitiveness. For the travel industry, it underscores Korea’s ambition to become a global hub for tourism technology, aligning with wider national efforts to expand AI competitiveness.
For international founders and investors, Yanolja’s move demonstrates how AI adoption in Korea extends beyond manufacturing and finance into service-driven industries like travel. This creates new entry points for startups offering complementary solutions in API integration, AI-powered traveler data platforms, and sustainable tourism initiatives.
Yanolja & GPT: Setting Benchmark for Korean Travel Tech
By becoming the first in Korea’s travel industry to adopt ChatGPT Enterprise, Yanolja is not only optimizing its own operations but also setting a benchmark for the region’s travel tech sector.
As AI transforms global tourism, Yanolja’s partnership with OpenAI illustrates how Korean companies are leading the shift toward personalized, efficient, and competitive digital ecosystems.
For the startup community, it is a clear signal that AI adoption in Korea is accelerating across sectors, creating both opportunities and competitive pressures in the evolving global tourism landscape.
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