South Korea has long been known for its innovative university-industry collaborations. Now, global developments in generative AI – most widely represented at the moment by ChatGPT – are prompting new ways for the country’s universities to work with South Korea’s own technology giants. Rather than simply adopting ChatGPT, which was developed by California-based OpenAI, or other ‘universal’ generative AI technologies, which do not take into account local and regional languages, culture and political sensitivities, South Korea, like some other countries, is looking to produce its own versions of AI technology and generative AI in particular.