RESCENE Front KakaoTalk's 'Let's Talk' AI Campaign, Rolling Out in Episodes Through September

What happened

Kakao announced on 2 September that the idol group RESCENE are the models of ‘Let’s Talk’, a campaign aimed at KakaoTalk users. The campaign is part of Kakao’s user-first work, in which KakaoTalk is improved on the basis of user feedback. The videos show KakaoTalk’s AI service and other features being used in everyday conversation, such as Kanana summarising the contents of a call and Kanana in KakaoTalk sorting out the plans made in a chat. RESCENE appear in the campaign’s opening video and in some of the follow-up videos.

When and where

The announcement came on 2 September, and Hankyung, Asia Economy, Viva100, Newspim and Inven reported it the same day. The ‘Let’s Talk’ videos are released in several episodes over the course of September, on KakaoTalk’s official channels on YouTube and Instagram and on banners inside KakaoTalk. The same day, Kakao’s official YouTube channel (@kakaobrandmedia) posted a 28-second video titled ‘대화를 하자 | 리센느도 대화를 하자’, whose description announces the RESCENE episode of ‘Let’s Talk’ as coming soon.

Why it matters

Kakao said it chose RESCENE as the campaign’s models in view of the group’s bright and approachable image and the way they have kept up a steady exchange with their fans. Viva100 carried Kakao’s explanation that the way the group has kept talking with its fans matches what KakaoTalk is aiming at, which is keeping relationships going through everyday conversation. A Kakao representative said: “KakaoTalk is constantly changing in order to give users a more convenient and richer conversation experience,” and that “through this campaign we want to make known the new conversation experience that Kakao’s AI creates, and to keep bringing out services that reflect users’ voices.”

For RESCENE, Kakao adds to a run of brand appointments through 2026. Herald Business reported on 18 August that Hollys had made RESCENE the first brand advertising model in its history. Reporting this appointment, Viva100 introduced RESCENE as a group whose 2024 song ‘LOVE ATTACK’ is on a reverse run (역주행).

What you need to know

• ‘Let’s Talk’ is a campaign Kakao is running for KakaoTalk users with RESCENE as its models, as part of its user-first work of improving KakaoTalk on the basis of user feedback.
• The videos introduce AI features inside KakaoTalk, such as Kanana summarising the contents of a call and Kanana in KakaoTalk sorting out the plans made in a chat.
• The campaign videos are released in several episodes through September, on KakaoTalk’s official YouTube and Instagram and on banners inside KakaoTalk. RESCENE appear in the opening video and in some of the follow-up videos.
• The ‘Let’s Talk’ playlist on Kakao’s official YouTube channel received, on 2 September, the video announcing the RESCENE episode along with three episodes: ‘#1. 깜빡하지 않는 대화’ (“A conversation that does not slip your mind”), ‘#2. 관심사로 모인 대화’ (“A conversation gathered around a shared interest”) and ‘#3. 말이 필요 없는 대화’ (“A conversation that needs no words”). None of the three descriptions mentions RESCENE.
• In August, Kakao opened ‘카카오는 지금’ (“Kakao Now”), a page on which it shares how KakaoTalk is changing in response to user feedback; features built on that feedback are to be applied in stages over the second half of the year and announced on that page.