KT is building an artificial intelligence (AI) and big data-based cooperation framework with domestic home shopping companies and moving to revitalise the home shopping industry.

KT held the "KT-Home Shopping Mutual Growth Insight Forum for Revitalising the Home Shopping Industry" on July 16 at Novotel Ambassador Seoul Gangnam.

The forum was arranged to discuss sustainable cooperation between KT and the home shopping industry in line with the government's home shopping industry development policy. Participants included 12 domestic home shopping companies, the Korea TV Home Shopping Association, the Korea Data Home Shopping Association, the Korea IPTV Broadcasting Association and officials from the Broadcasting Media Telecommunications Committee.

In the first session, Jong-kwan Lee (이종관), a senior expert adviser at law firm Shin & Kim, presented on "Suggestions on the Direction of Regulatory Improvements to Overcome the Crisis in the Pay-TV Platform and Home Shopping Industry". Lee explained the government's regulatory improvement policy and expected effects, and suggested follow-up institutional improvement measures to revitalise the industry.

In the second session, KT introduced operating results and a future roadmap for its big data-based home shopping analysis platform, GSI (Genie TV Shopping Insight). GSI is a platform that analyses viewer age, channel preferences and region-by-region behaviour data using KT IPTV viewing data and wired and wireless big data.

KT will apply agentic AI technology to GSI to advance its data analysis capabilities. It will also analyse product exposure and programme composition in home shopping videos and present measures to expand sales and improve operational efficiency.

KT and 12 domestic home shopping companies also signed a mutual growth agreement to strengthen the industry's competitiveness. The two sides decided to pursue business cooperation based on GSI in line with the government's policy direction of using scientific viewing data and mutual growth among broadcasters.

Byung-jin Kim (김병진), an executive director at KT's Media Business Division, said, "We will advance GSI based on agentic AI and integrate AI and big data capabilities across the home shopping industry," and added, "We will create opportunities for KT and the home shopping industry to grow together."