Artificial intelligence (AI) is transforming not only the production methods in the home shopping industry but also the ways in which small businesses receive support. Public Home Shopping is accelerating its 'AI-based market support' initiative by utilizing AI models for content creation, reducing production costs while increasing the visibility of small business products.
According to industry sources, Public Home Shopping recently unveiled two new AI models, 'Gongyounghee' and 'Young Unni,' which reflect the image of a public institution. These models will serve as the face of Public Home Shopping across various promotional channels, including brand films, promotions, social media, and short-form content.
The AI models are becoming a key element in changing content production methods, going beyond mere marketing characters. Their biggest advantage is the ability to maintain a consistent brand image while reducing the time and costs associated with casting, shooting, and post-production.
Gongyounghee, representing a trustworthy and relatable 40-year-old 'K-eldest daughter,' is tasked with conveying the image of a public institution. Meanwhile, Young Unni, a 30-year-old 'K-granddaughter,' will act as a promotional model that communicates closely with consumers, aiming to expand connections with younger audiences.
Public Home Shopping plans to actively utilize both AI models to promote products from small and medium-sized enterprises (SMEs) and small business owners. The strategy is to continuously produce AI-generated content to increase product exposure and enhance brand recognition, maximizing the effects of market expansion.
The AI-based content production has already yielded results. The fashion program 'Fashion Palomi (美),' which debuted in April, is a prime example of applying AI throughout the production process. Featuring an AI model as a virtual influencer, the program introduces small business fashion brands, utilizing AI technology for studio backgrounds, videos, and background music.
Broadcasting every Friday, 'Fashion Palomi' recorded approximately 1.8 billion won in market support as of July 7. Following the broadcast, the content is also repurposed into YouTube short-form videos to continuously promote small business products.
Public Home Shopping is expanding its use of AI across the organization. Early last year, it adopted the AI personalization marketing solution 'Groobee' from Platter to enhance customer-specific product recommendations and personalized marketing. This has been evaluated as a foundation for more effective exposure of SME and agricultural products to consumers.
In January of this year, the company established a new AI content division to plan and produce AI-based broadcast sources and digital content. In the second half of the year, it plans to launch an AX Promotion Team to oversee the company's AI transformation (AX). This initiative aims to utilize AI not just as a standalone technology but as a core means to innovate overall organizational operations.
This evolution signifies that the use of AI in public institutions is moving beyond simple task automation to enhance the competitiveness of support for small businesses. By increasing production efficiency and reinvesting the savings into market support and new content development, a positive cycle can be established.
A representative from Public Home Shopping stated, "We plan to strengthen our brand image through AI models that embody trust as a public institution and to widely utilize them in promoting small business products." They emphasized, "We will continue to enhance the market support effects for small businesses through innovative content integrated with AI technology."
* This article has been translated by AI.
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