GS Shop's 'AI Studio' Expands to 60% of All Broadcasts Within One Year of Introduction

On October 23, GS Shop announced that it has advanced its generative artificial intelligence-based 'AI Studio' for home shopping broadcasts, expanding its use to approximately 60% of all broadcasts just one year after its introduction.

AI Studio is a system that creates virtual spaces by overlaying AI-generated images onto the actual studio screen. This approach provides an immersive viewing experience and allows for a stronger emphasis on product and brand identity.

A scene from a Japanese travel product broadcast featuring a Japanese garden and architecture created with AI Studio. Provided by GS Retail

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GS Shop introduced AI Studio in July of last year. At that time, there were about 160 broadcasts per month, but as of September this year, the number has increased to around 370. The application rate of AI Studio has risen from 27% to 62%. Initially, the technology was used simply to enhance the studio background or cover the ceiling with an AI program, but now it is used to create a variety of spaces tailored to the product and broadcast concept.

Since mid-October, GS Shop has further improved operational efficiency by incorporating machine learning (ML) technology. By training machine learning models on studio image data accumulated over the past year, the time required to generate studio images has been reduced from about five minutes to under 30 seconds.

Currently, the product categories making the most active use of AI Studio are 'travel' and 'beauty.' In travel broadcasts, AI Studio is used to recreate scenery from tourist destinations and travel spots, while in beauty broadcasts, it helps viewers intuitively experience the effects of beauty products through vibrant stage designs.

The adoption of AI Studio has also contributed to GS Shop's ESG management outcomes. The company explained that, compared to the past when wooden sets were built and operated, it has reduced annual waste by approximately 18 tons.

Lee Chanjong, Head of Video Production Team 2 at GS Retail Home Shopping BU, stated, "By combining LED screens, a network-based broadcasting system (NDI), and AI technology, we have established a fully digital studio environment, and we are further advancing AI Studio through continuous research and development (R&D). We aim to provide viewers with an enjoyable viewing experience while also contributing to increased sales for our partners."

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