SK AX announced on the 20th that it has launched an artificial intelligence (AI) service to detect so-called “greenwashing,” where companies profit through fake eco-friendly advertising and marketing.
This service aims to help preemptively resolve potential risks before starting advertising and marketing activities, as exposure of greenwashing can significantly damage a company’s image.
SK AX stated that it released “Xgeneticwire Compliance,” a service that identifies content with potential legal issues, including greenwashing, and provides response strategies.
The core of this service is an AI trained on over 3,400 greenwashing precedents and review decisions, which examines materials such as disclosure reports and product introductions. If problematic content is found in uploaded files or webpages, the AI suggests alternative phrasing to address the issues.
SK AX plans to offer this service through its comprehensive ESG (Environmental, Social, and Governance) management platform, “Click ESG.”
Click ESG, a portal used by over 3,400 domestic companies, provides functions such as industry-specific key indicator analysis and peer comparisons. K
im Kyung-sung, Head of Manufacturing Service Division 2 at SK AX, said, “A single overlooked phrase can lead to financial penalties and a drop in ESG evaluation scores. We will enhance the service by incorporating global legal and regulatory cases to assist export-focused companies.”
Originally written by: Rora Oh
Source: The Chosun Daily
Published on: 20 May 2026
Link to original article: SK AX Launches AI to Detect Greenwashing in Marketing Materials
