Baskin Robbins, operated by South Korea’s SPC Group, announced Monday that it opened an experimental space that showcases its next-generation product research and development (R&D) capabilities.

The experimental space, called The Workshop by Baskin Robbins, is located on the first floor of the SPC2023 headquarters on Nonhyeon-ro in Gangnam District, southern Seoul.

The workshop serves as a space where the essence of Baskin Robbins’ accumulated technological prowess is embodied in direct-to-consumer products.

It also acts as a testing ground for experimental and innovative products developed by the company’s planners and researchers, aiming to gauge consumer reactions and gather feedback for potential application in franchise locations.

A highlight of the workshop is the debut of the Baskin Robbins AI New Product Development (NPD) System, a next-gen product development model leveraging OpenAI’s ChatGPT to generate and conceptualize new product ideas.

The system incorporates generative artificial intelligence (AI) to visualize product aesthetics. The workshop will exclusively feature a product lineup known as Deep Flavor, leveraging big data deep learning technology-based AI to introduce new products each month, allowing for real-time assessment of consumer responses and further expansion of technological innovation.

Baskin Robbins also introduces the brand storyteller Doctor at the workshop, which operates to recommend personalized ice cream flavors based on consumer preferences while explaining the Baskin Robbins brand story on a one-on-one basis.

The plans to launch the Ice Cream Docent program in collaboration with Doctor in the first half of the year, providing consumers with a specialized and private ice cream experience.

By Ahn Byung-joon and Minu Kim

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