SK Telecom’s AI media commerce tool earns a Product of the Year Award at the NAB Show in Las Vegas
(From left) Kim Dong-won and Bae Ju-han, managers at SKT’s Enterprise Solution Development Team, pose for a commemorative photo after the award ceremony.
SK Telecom announced on April 29 that it has won the ‘Product of the Year Awards’ for its AI media commerce solution, ‘Live-to-Cart,’ at the ‘NAB Show 2026,’ the world’s largest broadcasting, media, and entertainment exhibition.
The NAB Show is hosted by the U.S. National Association of Broadcasters (NAB) and is held every April in Las Vegas. Having started in 1923, it is considered a premier industry event with a history spanning over 100 years.
The NAB Show’s ‘Product of the Year Awards’ is an awards program that recognizes the most innovative and promising technologies and products in the broadcasting, media, and entertainment industry.
‘Live-to-Cart’ is an AI media commerce solution that enables viewers of a live broadcast to instantly purchase products seen on screen without a separate search. Its Multimodal AI, which simultaneously understands both visual information and subtitles from the broadcast, recognizes products in real-time and automatically links to available purchasing information.
Traditional media commerce required human intervention, such as product tagging, manual editing, and separate curation. In contrast, ‘Live-to-Cart’ establishes a ‘Zero Curation’ structure where AI analyzes broadcast scenes in real-time to automate the entire process from product discovery to purchase linkage. This allows viewers to purchase products immediately without a search process, while enabling media operators to secure a new commerce-based revenue model beyond traditional advertising income.
Notably, ‘Live-to-Cart’ has created an environment for immediate purchase of recognized products during broadcasts by linking with major domestic commerce platforms. Viewers can check product information, add items to their cart, and navigate to the purchase page using only their remote control, ensuring a seamless shopping experience while watching.
The technology for ‘Live-to-Cart’ was developed by SKT, and a trial service is currently being operated on SK Broadband’s B tv. The company has also implemented a business model that leads to actual purchases through partnerships with major domestic commerce platforms.
“This award is highly significant as it recognizes the business performance and scalability of SKT’s AI technology in the actual media service field,” said Yang Seung-ji, Vice President of Enterprise Tech Support at SKT. “We will continue to lead the AI media commerce market by collaborating with various domestic and international partners.”
Kim Eun-jin
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