The brand does not appear in person, only leaving comments… Lis Pungdorlogy Company launches an AI social response platform “Lis Pungde”

Social media comment management company Respondology has launched an AI-based platform called “Respond,” which can reply to comments on behalf of brands. Its core goes beyond simple automatic replies; by learning each brand’s language style, the AI can classify the intent behind comments and respond naturally.

Respondology says its business coverage includes comment areas that businesses often overlook, such as X, TikTok, Instagram, and even the realm of product reviews. According to the company, more than 97% of user comments receive no reply. The explanation is that this is not because brands are lacking in attention, but because comment replies still depend on manual operation and cannot keep up with the processing speed.

“Unreplied comments” are a brand risk

Respondology’s internal data presents the importance of comment management in numerical form. The data shows that about 68% of buyers read reviews before shopping. In addition, among users who watch as unreplied or “harmful” comments are ignored, about 47% interpret this as the brand being indifferent. This means the more loosely comment management is handled, the more likely it is to damage reputation.

In fact, many brands that increase their presence on social media gain attention through comment interactions. Wendy’s and Taco Bell, for example, have sparked conversation thanks to witty Q&A exchanges. But the company emphasizes that not every brand needs to use “trendy” phrasing—the key is to participate in customer interactions in a timely manner.

AI agents trained to learn brand phrasing

Respond uses AI agents that have learned a brand’s tone and expression styles to uniformly categorize comments across multiple platforms. Its mechanism is to first distinguish the nature of comments—such as purchase inquiries, fan reactions, feedback, and customer support requests—then provide or draft the corresponding replies. The company describes this as an AI that “works like an intern.”

Respondology specifically points out that its focus is on avoiding mechanical “chatbot-style replies.” The company says it believes that many automated systems generate stiff, formulaic sentences typical of generative AI, which users can easily spot and which quickly triggers annoyance. Recently, social media users’ wariness toward automatic replies from brand accounts has been growing, and the sense of distrust that AI or robots are replacing humans is spreading online as well.

After receiving $5 million in investment, expanding from “monitoring” to “replying”

Respondology received a $5 million (about 736.75 billion won) investment to support mid-2025 comment screening and management as well as social media image-building. The launch of Respond can be interpreted as a further step from its original comment moderation and intelligent business, aimed at a strategic extension to help brands actually take control of information.

The company explains that Respond’s goal is not simple automation, but to enable brands to read users’ emotions and proactively respond to spam even in an environment filled with massive volumes of comments—while also avoiding the appearance of being another “algorithmic output.” Against the backdrop of social media consumers’ touchpoints increasingly shifting toward comments and ratings, the market for AI-based comment replies is likely to expand in parallel.

TP AI note: The article was summarized using a language model based on TokenPost.ai. The main content may be omitted or may differ from the facts.