SK telecom has demonstrated its competitiveness in AI-powered media commerce on the global stage, earning recognition for a new service that seamlessly combines broadcast content and shopping.
The company announced that it won a “Product of the Year” award at the NAB Show 2026 in Las Vegas with its AI media commerce solution, “Live-to-Cart.” The award program recognizes technologies in the broadcasting, media, and entertainment industries that show both innovation and commercial potential, and is widely regarded as an indicator of emerging global media trends.
SK telecom stood out as the only Korean company among the award recipients this year. Industry observers noted that the recognition reflects not only the strength of its AI technology but also its ability to implement a viable business model beyond a conceptual demonstration.
At the core of Live-to-Cart is the elimination of barriers between viewing and purchasing. Traditional media commerce typically requires manual tagging, editing, and product data input. In contrast, SK telecom’s solution uses multimodal AI to analyze video and subtitles simultaneously, identifying products appearing in content in real time.
The system then automatically links purchasable product information, enabling viewers to make purchases instantly without leaving the content or conducting separate searches.
This approach is often described as a “zero-curation” model. It is designed to maintain the flow of content consumption while naturally leading to a purchase. Viewers can use a remote control to check product details, add items to a cart, or move directly to a payment page, offering a more intuitive experience compared to traditional home shopping formats.
The technology is currently being piloted through SK Broadband’s IPTV service “B tv,” where it is integrated with major domestic commerce platforms to enable actual transactions. This marks a significant step beyond a proof-of-concept, establishing a fully functional business model that combines content, platform, and commerce.
Looking ahead, SK telecom plans to expand the solution beyond IPTV to global streaming platforms. The company also aims to accelerate both technological advancement and market expansion through partnerships with international media and commerce companies.
Industry analysts expect competition in AI-driven media commerce to intensify following this recognition. As media business models evolve beyond advertising and increasingly integrate commerce, new revenue streams are likely to emerge rapidly.
An SK telecom official said, “This award highlights the scalability of AI technology as it connects directly to real-world services and business models. We plan to lead the global AI media commerce market through strategic partnerships.”
