GS partners with Vercel to drive AI-led workplace innovation

From left, Vercel founder and CEO Guillermo Rauch, GS Holdings Vice President Kim Jin-a and Vercel Chief Operating Officer Jeanne Grosser pose after signing a memorandum of understanding in San Francisco, Calif., Thursday (local time). Courtesy of GS Group

GS Group has teamed up with Vercel, the U.S.-based cloud and artificial intelligence (AI) platform, to accelerate its AI transformation (AX) initiative.

The two companies signed a memorandum of understanding for a strategic partnership during Vercel’s Ship AI 2025 conference, held in San Francisco, Thursday (local time).

GS Holdings Vice President Kim Jin-a attended the signing ceremony, along with GS Neotek Chief Technology Officer Lee Sang-oh and GS Futures CEO Huh Tae-hong. Vercel's founder and CEO Guillermo Rauch and Chief Operating Officer Jeanne Grosser joined the ceremony.

Under the agreement, the two companies will work together to uncover new cases for vibe coding in industrial operations and collaborate on advancing GS’s AX platform, MISO.

Vibe coding is an emerging development approach where AI generates code automatically based on the user's intent, rather than writing code manually.

It moves step further from the no-code and low-code concepts of using pre-built components in app creation, allowing users with less technical experience to turn their ideas into functional applications with ease. This approach is widely seen as a new frontier in digital transformation.

“At GS, AI innovation is no longer reserved for a select group of experts. It is becoming a practical tool that every employee can experience and apply in their daily work,” GS said in a press release. “Through our collaboration with Vercel, we aim to usher in a new paradigm of enterprise AI transformation and strengthen our long-term business competitiveness.”

Participants pose during the GS GenAI Connect Day in Gangnam District, Seoul, July 1. Courtesy of GS Group

Vercel is a global cloud platform that provides tools and infrastructure for building, scaling and securing intelligent applications. The company recently gained attention across the tech industry with its AI assistant v0, a new AI-powered development tool built on the concept of vibe coding. In September, Vercel secured $300 million in Series F funding, pushing its valuation to $9.3 billion.

As part of the partnership, GS Neotek will take the lead in managing Vercel’s business operations in Korea. By collaborating with the top-tier AI technology company, GS aims to strengthen its company-wide AI capabilities to drive digital transformation.

“GS is a leader in Korea's vital innovation economy, and we're proud to support them as they drive AI transformation at scale,” Grosser said. “Through our collaboration, we’re bringing v0 and Vercel’s AI Cloud closer to GS, empowering teams to go from idea to production in days, not months."

Integrating Vercel’s v0 with GS’ MISO platform will allow employees to also be able to input their ideas with AI conversationally and instantly generate working interfaces, such as webpages, tools or data dashboards.

It will help the group realize its vision of making every employee a developer by reducing reliance on tech departments and external developers, and empowering on-site employees to build AI applications optimized for their daily operations.

This collaboration aligns with GS Group Chairman Huh Tae-soo’s long-standing belief that AI innovation should start on the ground. He has consistently emphasized that “the true value of AI lies in its practical impact on operations” and that meaningful change happens when employees on the front lines use AI as a hands-on tool to drive improvement.