Grinda AI, developer and operator of the AI-powered overseas sales service Rinda, said on Oct. 15 that it will participate as a presenting company at the Korea International Trade Association’s seminar on practical applications of leading trade AI services on Nov. 2.

Rinda helps exporters find and contact overseas buyers using AI. Once a company provides information about its products, the service identifies potential overseas corporate buyers and compiles a list. It then drafts and sends personalized sales emails in 20 languages. Users can also monitor replies and manage follow-up communications with prospective buyers through a single interface.

“Rinda automates the entire export sales process, from identifying potential overseas buyers to drafting and sending personalized outreach emails in 20 languages and handling responses,” Grinda AI said. “Our goal in developing Rinda was to enable small and medium-sized exporters to begin overseas sales activities even without dedicated sales personnel or with limited staffing.”

Rinda’s core function is determining whom to contact and when.

The service operates in three stages: identifying potential buyers, detecting signals of interest and sending personalized emails. Based on a customer’s product information, it combines import-export data, corporate information and job-role details to identify prospective overseas buyers and relevant contacts. After sending emails, it tracks opens, link clicks and replies for each prospect. Buyers who respond are given higher priority, while AI recommends the timing and content of follow-up emails.

Grinda AI emphasized that email content is customized to each prospective buyer’s business sector and market conditions. The system is designed to arrange follow-up meetings only with prospects who have shown interest, allowing sales teams to use their resources more efficiently.

Sales teams can focus on substantive opportunities such as sample requests, video meetings and distributor discussions rather than routine inquiries. The service also allows users to prioritize targets by country, channel, product category of interest and response signals, narrowing the pool of prospective buyers and improving targeting accuracy.

Most of Rinda’s current customers are consumer goods companies in sectors such as cosmetics, food and household products. “One of our customers is a Kosdaq-listed technology company involved in autonomous driving,” a Grinda AI official said. “Rinda can be particularly effective for B2B products because the number of potential buyers is smaller and decision-makers are clearly identifiable, making it important to find the right contact and establish an initial connection through personalized emails.” The official added that the autonomous driving customer used Rinda to identify a US distributor and is now working with a local partner on a joint market entry.

Grinda AI is a B2B AI solutions company founded in 2023 by CEO Kang Ho-jin, a former AI engineer trained at KAIST. The company was selected for the Ministry of SMEs and Startups’ TIPS program and counts BNK Financial Group’s BNK System, Japan’s SBI Group and financial information platform MINKABU, and Hana Financial Group among its customers. It is also developing an AI-based technology evaluation support system for South Korea’s Public Procurement Service.