Yoojin Jeong, Senior Account Manager at the global advertising platform The Trade Desk, is a student in SKK GSB's Business Analytics MBA (BA MBA) program.

Yoojin works with advertising agencies and advertisers to help maximize the platform’s capabilities, enabling more efficient digital advertising campaigns.

Speaking about her MBA, Yoojin said: "The hands-on classes are what I am enjoying most in the BA MBA. In particular, two stand out. The first was the Python bootcamp, where I got direct experience using Python to clean and pre-treat data before any analysis. It taught me early on that data handling and management make up about 80% of any modeling work, and that the quality of the foundation determines the quality of everything built on top of it. The second was Generative AI in Business, where I worked hands-on with LangFlow, a visual development environment that lets me design AI agents by arranging components and defining how data flows through the system. Seeing each block laid out visually made the entire pipeline and the underlying concepts much easier to grasp. Overall, this module significantly deepened my understanding of how AI systems are architected and how businesses can deploy them effectively."

Yoojin had initially thought of AI as an “automation tool” or a “sophistication tool,” but through multiple courses in SKK GSB’s BA MBA program, she came to understand that AI is largely about data and structure.

She explained: "I am able to automate tasks simply by prompting, but if I have a solid understanding of how to structure AI agents, put guardrails in place, and handle data properly, I can get 300% more value out of the same technology."
She added that another key insight from her program was the importance of staying flexible. Each module runs for about six weeks, yet even within that short period, she observed how rapidly AI evolves. Having visibility into emerging capabilities and how others apply AI in different contexts is in itself a critical advantage.

Reflecting further on her experience, Yoojin noted:
"The biggest realization I had was that AI in business is not really about having the smartest model. It is about knowing what to let AI decide and where to keep humans in the loop. Across case studies, the companies winning with AI were not the ones with the most advanced technology, but the ones who had drawn that line clearly.”

“This is exactly what I see every day in programmatic advertising. The Trade Desk processes one of the largest bidstream datasets—data shared while ads are being bought and sold automatically online—in the industry, evaluating millions of ad impression opportunities every second across the open internet. In this process, AI decides in real time which user to reach, at what price, and with which creative, at a scale no human team could ever match. But advertisers still choose where AI gets to optimize freely and where they want to hold the steering wheel themselves, whether that is brand safety, specific audiences, or strategic priorities.”

“That balance is the real lesson. AI delivers the most value not when it replaces human judgment, but when humans are intentional about where to delegate and where to lead.”

The biggest shift Yoojin therefore expects is that AI will move from optimizing parts of a campaign to running the entire workflow. Today, a marketer might spend hours clicking through targeting settings, budgets, and creative uploads. In the near future, she imagines simply telling an AI agent, "Launch an awareness campaign for our new product targeting young professionals in Seoul," and watching it build the campaign, generate creative variations, run its own QA, and go live. The human role will shift from operating the tool to directing it.

Yooji highlighted the changes that AI will bring: "Customer communication will change just as dramatically. Instead of one ad shown to a million people, we will see one million versions of an ad, each tailored to a specific person and adjusting in real time based on how they respond.”

“But the more AI can do, the more important it becomes to decide what it should not do. Brand safety, privacy, and creative integrity cannot be fully delegated. The marketers who win in this next era will not be the ones with the best AI tools, but the ones who are clearest about what they want AI to optimize for, and what they want it never to compromise on."