Hyundai Card has launched PLCC 2.0, a new private label credit card model, building on about USD $800 million invested in artificial intelligence and data science over the past decade.

The South Korean card issuer designed the model to connect partner companies to its in-house artificial intelligence tools, rather than requiring them to build their own data systems. It is centred on a package called UNIVERSE for Partners, or U4P, which can be used for recommendation, prediction and optimisation.

Hyundai Card has been a prominent operator in South Korea's private label credit card market, where card products are developed with partner brands. With PLCC 2.0, it is extending that approach beyond card issuance into data-driven business planning, marketing and other joint projects with partner companies.

U4P is offered as software as a service, allowing partner businesses to receive updates over time. The new model is also linked to Domain Cosmos, a data alliance that currently spans about 260 million consumers through Hyundai Card's partner network.

The scale of that network is central to Hyundai Card's case for the new system. By pooling transaction and partner data across sectors, it says it can give partners customer analysis and targeted recommendations without requiring each company to build its own large data infrastructure.

The approach comes as financial groups and consumer businesses look for practical uses for artificial intelligence in marketing, loyalty schemes and product development. Hyundai Card is presenting the card relationship as a route to wider commercial collaboration with airlines, retailers, technology groups and car brands.

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