콘텐츠 산업 분야의 국내 AI기술 기업 경쟁력 강화 방안에 관한 연구: PEST-SWOT-AHP 분석을 중심으로

This study aims to derive strategic priorities for enhancing the competitiveness of domestic AI technology companies in the content industry. As generative AI technology rapidly transforms the media content industry paradigm, a systematic analysis is needed to determine which strategies Korean AI technology companies should prioritize to secure global competitiveness. This research employs an integrated PEST-SWOT-AHP methodology, combining qualitative environmental analysis with quantitative priority evaluation. Through PEST analysis, political, economic, social, and technological macro-environmental factors were identified. SWOT analysis systematized strengths, weaknesses, opportunities, and threats, followed by AHP technique application to evaluate the relative importance of each factor. A survey was conducted with 30 experts from policy, technology, and investment sectors, with 23 responses passing consistency verification used for analysis. The results revealed that at the upper hierarchy level, Strength Enhancement(35.5%) and Opportunity Capture(28.7%) showed higher importance than Weakness Compensation(21.5%) and Threat Mitigation(14.3%), confirming the significance of offensive strategies. In the sub-hierarchy analysis, 'Increased AI utilization by media and content companies'(11.40%), 'Expanded AI investment by global and domestic media companies'(9.77%), and 'World-class AI technology in content sector'(8.48%) emerged as the top three factors. This suggests that expanding industrial application of AI technology and establishing an investment ecosystem are key drivers for competitiveness enhancement. This study provides empirical evidence for strategy formulation of AI technology companies in the content industry and offers practical implications for government policy design and corporate strategic decision-making.