DAX(DX+AX) Digital & AI Transformation A Journey of Innovation : From Digital to an AI-Driven Intelligent Organization

With rapid advancements in technology and the blurring of industry boundaries, the pace of change is faster than ever. To stay ahead, GS Caltex is embarking on a DAX (Digital & AI Transformation) journey—going beyond Digital Transformation (DX) to embrace AI-driven transformation (AX).
By leveraging digital technologies and data, we are transforming the way we work—our organization and processes. Through AI, we aim to enhance the speed and precision of decision-making, enabling us to respond to market and customer changes with greater agility and flexibility.

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GS Caltex is building on the foundation of Digital Transformation (DX)
by advancing AI Transformation (AX) to become a leading energy company
in AI adoption, reinforce our competitive position,
and fundamentally innovate the way we work.

DAX-Driven Transformation

GS Caltex has built a strong digital foundation to enable DAX
and is leveraging AI to further enhance and expand its capabilities
to create safer workplaces, maximize operational efficiency,
and deliver innovative experiences to customers and employees.

  • AiU, the Agentic AI Playground

    • AiU (AI+U [油: oil]), a portal for securely creating and using AI agents
    • Support common tasks such as internal and external search, document summarization, and translation through multi-LLMs; provide tools integrated with enterprise systems
    • Enable employees to create and share AI agents, building an AI–human collaborative organization

  • Market Intelligence & Sales Capabilities

    • Responsive sales system using digital tools and AI for rapid identification and response to market changes
    • Provide a platform for integrated management and analysis of market and customer data; automate repetitive tasks such as AI-based customer needs analysis and contract review
    • Enable faster responses to market changes, derive data-driven insights, and enhance productivity and sales competitiveness

  • AI-Powered Smart Factory Operations

    • Intelligent platform enabling engineers to develop AI models and apply them directly to processes
    • Implement AI-based process operations system for early anomaly detection and automated solution recommendations; support operational optimization through quality prediction and operating condition refinement
    • Increase process stability and efficiency with improvements in quality and the ability to produce high-value products

  • AI-Based On-Site Safety Management

    • AI- and digital technology-based safety system for managing and strengthening on-site safety
    • Detect risks using AI-powered CCTV, drones, and robots; provide preventive training through VR/MR; deliver real-time safety information via GS Caltex’s proprietary AI chatbot; and support accident prevention with AI-generated Toolbox Meeting (TBM) scripts
    • Prevent safety incidents involving employees and partners at the source, reinforce on-site focus, and raise the level of safety culture

  • AI-Driven Customer Experience & Service Station Innovation

    • Provide the ‘Baro Fueling’ service, enabling customers to register preferences and refuel quickly without waiting
    • Capture customer needs rapidly and upgrade UX/UI continuously through AI-based Voice of Customer (VOC) analysis and customer behavior data
    • Support customer-centric management with a smart business partner service for service station operators, a first in the refining industry
    • Enable fast, simple answers to complex inquiries related to regulations and inspections in service station operations