cream 4.0 — The creamunion · CREAM × AI UNION
cream 4.0 — Featured Billboard
우리은행 Open API EUM
cream 4.0 Identity (CREAM × AI UNION)
Now, uniting with AI.
CREAM × AI UNION
The creamunion's digital creative evolves into an AI Native organization.
CRAX
cream 4.0 State (EVOLUTION)
How we change
EVOLUTION
Digital creative assets built since 2004 — now the foundation of an AI Native organization.
HANCOM Store Renewal
6개 도메인, 하나의 시스템.
AI를 운영 가능한 시스템으로
6개 도메인, 하나의 시스템.
AI Systems · Generative AI · Edge AI · 공간 인텔리전스 · 확장현실 · Frontier Computing
Right 갤러리아(Sign) 캠페인
AIA 엄마의 첫 번째 노래
— Manifesto
We've always been a UNION.
Now, we unite with AI.
cream 4.0 goes beyond using AI as a tool — it redesigns the very structure of organization and work as AI-native. The spirit of UNION embedded in 'The creamunion' from the very beginning — people uniting to create something larger — now evolves into a new form of union that includes AI.
We've always been a UNION. Now, we unite with AI.
— AX Lab · 6 Domains, One System
AI as an operable
system.
MOVE TO AI
Six domains, one connected system. Not researched separately.
- 01AI Systems
AI that decides and collaborates on its own
“An employee who finds the next task without being asked”
Agentic AI · Multi-Agent→ - 02Generative AI
AI that creates and transforms images and video
“A designer who makes photos without a camera”
Vision Models · VQGAN / SCQ→ - 03Edge AI
AI that runs inside the device
“A translator that works even offline”
On-Device · Real-Time→ - 04Spatial Intelligence
AI that understands location and space
“A computer that truly understands 'nearby'”
GNSS · Geocoding→ - 05Extended Reality (XR)
Displays that overlay information onto reality
“Navigation floating on the windshield”
AR HUD · Smart-Glass→ - 06Frontier Computing
Next-gen computing for problems classical machines can't solve
“A year of computation done in a day”
Quantum · Next-Gen Platforms→
— Combinations
When the six meet, new possibilities emerge.
Autonomous Driving
comboEdge AI + Spatial + AI Systems
Real-time on-device decisions, precise spatial understanding, self-coordinating systems.
Metaverse Content
comboGenerative AI + XR + Edge AI
Generated scenes layered onto reality, reacting instantly on the device.
Smart City
comboSpatial + AI Systems + Frontier
City-scale data, autonomously operated on next-gen infrastructure.
AI Assistant
comboAI Systems + Generative AI + Edge AI
Decides on its own, generates content, responds instantly on the device.
CRAX is where cream researches AI transformation.
We explore how AI reshapes people, services, and future platforms — and design the structures that turn this change into actual usable services.
Through research and experimental projects, we find new possibilities for AI-driven experiences and digital transformation.
CRAX designs the core structures AI needs to operate.
These structures define how AI connects with users, services, and future platforms.
Future R&D
- 01→
Multimodal Storyverse Creation Platform
Multi-agent role distribution and collaboration with multimodal storyverse creation platform R&D
- 02→
Conversational Multimodal AI Media Production
Integration of voice, video, and text into conversational multimodal AI and media production pipeline
- 03→
Ontology-based AI Operations Optimization / Knowledge QA Platform
Next-gen AI platform supporting both stable AI operations and knowledge quality assurance
- 04→
Urban Data Platform with Edge AI Integration
Hyperconnected intelligent city core technology combining urban data, AR, and on-device AI
We can become anything.
It's not about technology, but about imagination.
The future you imagine becomes perfectly real.
We help our clients create the future.
cream bldg., 18, Dosan-daero 12-gil, Gangnam-gu, Seoul, Republic of Korea
+82 2 3446 1886
Boundary
AI Strategy
Consult
BX
UX / UI
Maintenance
Clients
0+Global & Domestic Brands
Awards
0+83 International · 22 Domestic
Team
09 Specialist Groups
Our Path
ICT Awards
- Hanwha Power Systems Official Renewal / Enterprise / Platinum Prize
- Hancom Official Renewal / IT Solutions / Gold Prize
Selected as Excellent SME by the Ministry of SMEs and Startups
— Insight
What we write.
How cream works, our perspectives on AI, thoughts on design and technology.

AI EXPO 2026에서 본 Next Layer
AI는 이미 실행되고 있다. 이제 AI가 움직일 구조를 설계해야 한다.

AI Agent는 조직 운영체계가 되고 있습니다
프롬프트의 시대를 지나, 실행 조건을 설계하는 시대로

아이디어는 충돌을 통과해야 전략이 된다
AI를 사고 파트너로 사용하는 방법에 대하여

좋은 결과보다 중요한 것은 좋은 기준이다
Decision Gap: AI 시대 조직이 마주한 새로운 공백

이제, 일하는 방식이 경쟁력입니다
크림 4.0 — 도구의 변화가 아니라, 일하는 기준의 변화에 대하여

System Experience로 이동하는 순간
경험은 이제 디자인되는 것이 아니라, 조건 위에서 생성된다.
You shine and rise
We become the background
Every story begins under the same sky
— FAQ
Frequently Asked
- What is cream 4.0?
- The stage where The creamunion evolves from a digital creative agency into an AI Native organization. cream 1.0–3.0 was the digital creative era (2004–2025); cream 4.0 is when the organization itself operates fused with AI.
- What does AI Creative mean here?
- Not using AI merely as a tool — combining AI with the organization's operating system, production methods, and customer experience to build brands and digital products. The creamunion unifies BX, UX, content, and operations on top of AX systems.
- What is AX Lab?
- The creamunion's research group that turns AI transformation into operable systems. Six domains (Generative AI, Agentic AI, Edge AI, Spatial AI, AI Systems, Frontier Computing), four R&D axes, and one multimodal AI research group (AI Directors) build scenarios together.
- When was The creamunion founded?
- Founded in 2004 as a digital creative agency. With 142+ clients, 105+ awards, and 154 people across 8 specialist groups, the company is now evolving into cream 4.0.
