SK Telecom won an award for its artificial intelligence technology at the world’s largest broadcasting, media and entertainment exhibition, the only Korean company to be honoured.

SKT said on Tuesday it won a Product of the Year award at NAB Show 2026 for its AI media commerce solution Live-to-Cart. NAB Show is hosted by the U.S. National Association of Broadcasters and is held every April in Las Vegas. It began in 1923 and has a history of more than 100 years.

The Product of the Year award at NAB Show is an awards program that selects the most innovative and promising technologies and products in the broadcasting, media and entertainment industry. SKT was the only Korean company among this year’s overall winners. The company said the award recognised both its AI capabilities and its competitiveness in commercialisation on the global media technology stage.

Live-to-Cart is an AI media commerce solution that connects viewers of live broadcasts to allow them to buy products shown on screen immediately without a separate search. A multimodal AI that simultaneously understands visual information and captions in broadcast video recognises products in real time and automatically links purchasable product information.

The AI analyses broadcast scenes in real time and automates everything from product discovery to purchase linking. It built a zero-curation structure. This allows viewers to buy products right away without a product search process, and media operators to secure a new commerce-based revenue model beyond traditional advertising revenue.

Live-to-Cart is running a pilot service through SK Broadband’s B tv. Linked with major domestic commerce platforms, it implemented a business model that leads to actual purchases. SKT will expand the scope of Live-to-Cart to include streaming platforms at home and abroad, including IPTV, based on cooperation with SK Broadband.

Yang Seung-ji (양승지), head of enterprise technology support at SKT, said, "This award is meaningful in that SKT’s AI technology has been recognised for its business performance and scalability at actual media service sites." He said, "We will continue to work with a range of partners at home and abroad to lead the AI media commerce market."