Dingo (Make Us) Cuts Short-Form Production Costs by 35% Using Short-Form Generation AI
We recommend this for
- Anyone interested in short-form extraction AI
- Teams that want to adopt AI but can't dedicate much internal development resource
- Anyone curious about Dalpha's AI service adoption process
Estimated reading time: about 5–7 minutes
Getting started with the interview
In the media industry, where you have to quickly produce fun videosthat keep up with shifting trends, production efficiency is extremely important. In 2023, the market for AI use in media and entertainment was $19.8 billion, and that figure is projected to grow fivefold by 2030.
With the government announcing support plans to actively adopt AI into the media content industry and accelerate digital transformationactively adopt AI into the media content industry and accelerate digital transformation, this year we can expect active AI adoption in the domestic media content industry.
Today, we'd like to introduce the case of 'Make Us (Dingo),' a content media companythat boosted its short-form content production efficiency by adopting Dalpha's short-form generation AI.
We met with Lee Sha-ron, head of the Network Division Office at Make Us Inc.,who oversaw the adoption of Dalpha's AI service, to hear the details about the adoption process and the results that followed.
Interview with Make Us Dingo
Hello, Sha-ron. First, could you give us a brief introduction to Make Us (Dingo) and yourself?
Hello. I'm Lee Sha-ron, in charge of partnerships at Make Us Dingo.
Make Us is well known for music content like the Killing Voice/Killing Verse series on the YouTube channels 'dingo music' and 'dingo freestyle.' Beyond music content, we're a digital media group company that produces a wide range of contentacross variety, web drama, fitness, beauty, lifestyle, and more.
Since our founding in January 2014, we've led the media market as a trend leader, growing with an unrivaled IP lineup and production expertise. Currently, I'm in charge of dingo content IP distribution, YouTube/SNS channel management, and partnerships for content collaborations.
Was there a particular moment that made you feel the need to use AI to produce short-form content at Dingo?
I had a lot of curiosity about what areas of the video content business AI could be used in. While wondering whether there was something Dingo could quickly try with AI, we had a meeting with Dalpha.
We hold hundreds of thousands of video IP content assets. For new releases, we produce short-form content to drive virality, and for older works, we create short-form content to bring renewed attention—what you might call a 'resurgence.' But since it's hard to do all of this manually, we needed a way to produce it efficiently. The man-hours that go into human work ultimately come down to labor costs, after all.
I wanted to build a system where you just input a video URL into an AI tool, and it automatically extracts the highlight segments that people watched most and produces a finished short-form video fitted to a template—that's why we moved forward with it.
Please tell us what you focused on most when planning the short-form generation AI and adopting it into your service.
Our first priority was quickly turning the parts viewers love from Dingo's many video content assets into short-form, and second was improving operational efficiency. Short-form editing is a kind of simple, routine task, and rather than assigning high-level talent to it, we wanted to automate it to save cost and time. So we focused a lot on making it easy to generate and upload short-form content through the service, raising work efficiency.
Next, what was important in the process of planning the AI and adopting the service with Dalpha was fast and accurate reflection and implementation of our requirements. It was important that, once we passed along requirements, we could see the results reflected within the promised timeframe, and Dalpha did this exceptionally well, which we were really satisfied with.
Since adopting the short-form generation AI, how do you measure business performance? Have there been positive changes?
We're currently three months into the live service, and it's been a little over a month since the service stabilized through steady QA. We've cut production costs by about 30%–35% compared to before.
So far, we're not yet running 100% of all short-form production through the Dalpha model; we're increasing the share of work handled by the service as it goes through the stabilization process. The work is being carried out by the Dalpha solution along with one person handling some simple review tasks.
Going forward, once the service stabilizes and additional AI features are included, we expect to feel even greater benefits.
What aspects of working on the AI project with Dalpha were you satisfied with?
First, we were satisfied that they customize the service to fit the client. Other vendors tend to provide the service within their existing offering and connect it, but Dalpha listened to and reflected the customer's requirements to build a tailored service, which was great.
Next was their professionalism. Honestly, when we first started working together, since they were a team that had just graduated from university and founded a company, I didn't expect much professionalism. But in the actual process of collaborating, they reflected our requests faster and communicated more skillfully than the countless developers and planners I'd worked with before. Smooth communication throughout the entire process, from development to commercialization, seems to be what produced such great results.
Lastly, what kind of company or team would you recommend Dalpha's AI to?
Companies that aren't familiar with IT and technology—I'd recommend Dalpha to them. Once you pass along your requirements, Dalpha also takes on the role of managing which AI to adopt and how, so it should be a great help to people at companies who aren't familiar with IT technology.
Personally, since I deal with a lot of video content, I feel there's a vast, almost limitless range of areas to adopt AI for business in the video content space. With Naver Clip, Kakao Talk short-form, and others all having launched, it seems there are also areas to adopt AI for marketing by making good use of video data.
Want to adopt a custom AI for your company, like Dingo?
Join us at Dalpha. Dingo adopted a custom AI and saw a major impact on its work.
It's okay if you don't yet know which tasks you can make more efficient.
Dalpha's AI consultants will propose a custom AI for your company.
Dalpha currently develops and provides AI solutions for everyone—from large enterprises like KT Commerce, Daehong Communications, and CJ Olive Networks
to startups like MyRealTrip, MustIt, and Make Us (the company behind Dingo)—
developing and providing AI solutions.
We've discussed AI projects with a total of 150 enterprise clients.
✅ Apply for a free custom AI consultation and boost your work efficiency with Dalpha!
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Sujung Kim
