AI Technology and Distribution Industry: Focusing on the Case of Coupang

The emergence of AI in the distribution industry has brought changes to many distribution companies. The scope of use of AI is continuously expanding, including recommending products, optimizing delivery routes, and planning marketing events. This paper selected the case of Coupang and attempted to examine whether Coupang achieved first place in Korea despite being a latecomer and the changes and development of the distribution company. For this purpose, various secondary data and interview data were used. Using AI technology, distribution companies decided and predicted sales items. It is expected that sales forecasting and inventory management using AI technology will become possible. When selling a product, it is also expected that it will be possible to predict how effectively sales volume, promotions, and marketing activities will be able to promote sales, and based on this, help companies achieve the best performance. This paper examines the development and changes of distribution companies through the case of Coupang. This case is expected to have many implications for other retailers.