Pion Corporation, an AI agent marketing solution company, said on April 28 that in a project carried out with Naver Shopping Live, AI delivered results that outperformed sales from broadcasts featuring human shopping hosts.

The company said Pion has been running AI production tests since February, aiming to change an existing high-cost, low-efficiency structure on Naver Shopping Live. It said it produced live content across categories including fashion (MIXXO), home electronics (Samsung Electronics), food (Ottogi and Maeil Dairies) and living (Odense). It said it completed a proof of concept in two months and entered regular operations.

The company highlighted an "AI vs human" eating show match carried out with Maeil Dairies in March. It said the AI shopping host video produced by Pion naturally introduced product features and recipes in line with brand guidelines and delivered an immersive feel similar to an actual broadcast set. The company stressed that it recorded sales on par with broadcasts featuring human shopping hosts.

Pion will expand its AX collaboration with Naver from April, building on the successful case. It plans to roll out a solution that lets anyone with a brand listed on the platform produce AI live content through a self-serve approach without a separate professional production team, as well as channels directly run by Naver itself.