SKT Wins "Product of the Year" at NAB Show for "Live to Cart"

"Expanding Application to Domestic and International Streaming Platforms"

SK Telecom announced on the 29th that it won the "Product of the Year" award for its AI media commerce solution "Live to Cart" at the "NAB Show 2026." The photo shows a commemorative picture being taken after the award ceremony, featuring (from left) Dongwon Kim and Juhan Bae, managers of the SKT Enterprise Solution Development Team. Photo by SK Telecom.

SK Telecom announced on the 29th that it won the "Product of the Year" award for its AI media commerce solution, "Live to Cart," at the world's largest broadcast, media, and entertainment exhibition, the "NAB Show 2026."

The NAB Show is organized by the National Association of Broadcasters in the United States and is held every April in Las Vegas. The NAB Show's "Product of the Year" award is a program that recognizes promising technologies and products in the broadcast, media, and entertainment industries.

"Live to Cart" is an AI media commerce solution that instantly connects viewers of live broadcasts to the purchase of products featured on screen, without the need for separate searches. Its multimodal AI simultaneously comprehends the visual information and captions in broadcast videos, recognizes products in real time, and automatically links to information on items available for purchase.

Viewers can purchase products immediately without having to search for them, while media companies can secure new commerce-based revenue models in addition to traditional advertising revenue. "Live to Cart" is a technology developed by SK Telecom and is currently operating as a pilot service through SK Broadband's B tv.

SK Telecom plans to expand the application of "Live to Cart" from IPTV to domestic and international streaming platforms through collaboration with SK Broadband, as well as to enhance its business model by connecting with global media and commerce partners.

Yang Seungji, Head of Enterprise Technology Support at SK Telecom, said, "This award is significant because it recognizes the business potential and scalability of SK Telecom's AI technology in real-world media service environments."

This content was produced with the assistance of AI translation services.