AI Technology-Based Customer Participation Fashion Broadcast
'Seoarang Shopping Live' to Launch on the 30th
Hyundai Home Shopping is launching a unique fashion broadcast utilizing artificial intelligence (AI) technology. Based on image generation AI technology, it shows 3D images of outfits matched according to customer requests, and a 3D-based avatar co-hosts with the show host, answering viewer questions to maximize real-time communication in this new concept fashion-specialized TV program. This is the first time Hyundai Home Shopping has applied AI technology to conduct a real-time customer participation live broadcast in home shopping fashion shows.
Hyundai Home Shopping, example screen of 'Seo Arang's Shopping Live' broadcast [Photo by Hyundai Home Shopping].
Hyundai Home Shopping announced on the 29th that it will schedule "Seo Arang's Shopping Live," hosted by Seo Arang, a famous influencer known for fashion styling content, every Wednesday at 8:15 AM. The broadcast will run for two hours, and the first show for the fall/winter (FW) season on the 30th will feature suits, tee blouses, and more from Hyundai Home Shopping's private brand (PB) "Laciento."
Unlike typical fashion broadcasts featuring two show hosts, Seo Arang's Shopping Live is co-hosted by Seo Arang and a 3D graphic avatar named "Rangi." Rangi provides additional explanations about products and materials and answers viewer questions. Rangi, powered by image generation AI technology, can naturally express gestures, facial expressions, and lip movements that match the dialogue. In this broadcast, a real-time 3D image modeled after Seo Arang is displayed on screen, showing various outfits she wears. For example, if a viewer asks, "Does this go well with jeans?" the avatar instantly shows the product paired with jeans. This approach aims to make choosing clothes fun even on TV home shopping through fresh content and innovative production.
A Hyundai Home Shopping representative said, "Viewers can send requests via 'Broadcast Talk' while watching the show, and these requests can be reflected in real-time on the 3D images, allowing customers to preview various matching methods and styling before purchasing." They added, "It is possible to generate up to 20 different stylings per minute with instant image creation."
To effectively provide a differentiated shopping experience, the strengths of a digital studio equipped with a large media wall screen are utilized. The studio is divided into three zones: a fashion zone introducing clothing and accessories, a miscellaneous goods zone, and a coordination zone teaching outfit matching methods. Each zone displays suitable backgrounds on the media wall, proposing various stylings in a one-stop manner as if browsing a store.
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