"CJ OnStyle Accelerates Digital Transformation with Digital Work Environment and AI Voice Actor Introduction"

CJ OnStyle's virtual recreation of the Brooks Brothers store in Manhattan, New York, during last month's live broadcast of the launch.

[Asia Economy Reporter Yuri Kim] CJ OnStyle announced on the 24th that it will strengthen its digital capabilities across all business areas, including work systems, TV home shopping broadcasts, and mobile applications (apps).

CJ OnStyle stated, "Since launching the integrated brand last May, we have been focusing on reorganizing our business around mobile," adding, "We have achieved significant results, such as a 43% increase in new mobile app customers compared to last year." The company plans to establish a data-driven work culture company-wide and accelerate digital transformation by increasing AI voice actors and virtual reality (VR) virtual content in existing broadcasts.

Big data is utilized across various work fields. Last month, an integrated dashboard was introduced that allows employees to check various data in real-time, including sales and order performance, as well as customer indicators by channel, age, and gender, and to select necessary information to create personalized reports. Earlier in September, the 'MD Analytics' system was also established, which collects and visualizes e-commerce data in real-time for job groups such as MD and programming.

CJ OnStyle began piloting the collaboration tool 'Confluence' since May. 'Confluence' is a collaboration tool that enables document sharing and feedback in a single cloud space, allowing multiple team members to work together in real-time. Since adopting Confluence, CJ OnStyle estimates it has saved about 2,800 hours previously spent on simple document collection and sharing. The project management tool 'Jira' is also planned for new adoption early next year.

The existing TV home shopping broadcasts will accelerate digitalization by integrating new technologies. Earlier this month, CJ OnStyle introduced AI voice actors through its T-commerce channel, CJ OnStyle Plus. Typically, voice narration by voice actors is used in TV home shopping broadcasts for opening remarks or subtitles such as terms and conditions to ensure clear information delivery. With the introduction of AI voice actors, it has become possible to use voices that fit the broadcast concept more efficiently. Currently, CJ OnStyle’s AI voice actor system is undergoing deep learning customization for the voices of its main show hosts.

Early next year, the broadcast studio will also be digitalized to expand immersive content. Last month, during the live broadcast of the 'Brooks Brothers' launch, the actual store in Manhattan, New York, was recreated on air, and for the outdoor brand 'Eddie Bauer' broadcast, a virtual space resembling a forest was utilized. Starting next year, one of the existing TV live broadcast studios will be converted into a digital studio equipped with a high-definition media wall and VR solutions to expand virtual immersive broadcast content. Unreal Engine-based VR technology, mainly used for game development graphics engines, will be applied to enable near-realistic texture expression.

Efforts have also been made to improve the mobile environment and personalized marketing. Since last month, a response menu has been added within the live commerce broadcast screen to provide 100% answers to all customer questions, and features enabling real-time purchase verification and likes during broadcasts for interactive communication have been introduced.