Quick and Easy Partner Brand Promotion with AI... Public Home Shopping's 'AI Short Drama'

Four Episodes Produced and Used for Actual Broadcasts

Offered for Brand Promotion, Earning Positive Feedback

Saving Time and Costs... "Expanding Production Support"

"We created promotional videos by portraying artisans' younger years using artificial intelligence (AI). By turning the brand's growth journey into a story and utilizing key visual images, an AI video can be completed."

A captured scene from an AI short drama created by Gongyoung Home Shopping, depicting the growth story and brand history of master Korean confectioner Kim Kyuhun, implemented through AI. The actual broadcast includes a label at the bottom stating 'AI Generated'. Gongyoung Home Shopping

Public Home Shopping has captured both AI transformation and partnership through its 'AI Short Drama,' a promotional tool for partner brands such as small and medium-sized enterprises. AI characters have been introduced for promotional marketing, and it will soon be possible to see AI models appearing on fashion broadcasts as well.

On September 8, at the Video Art Team office of Public Home Shopping in Sangam-dong, Mapo District, Seoul, a flurry of activity took place as synopses were selected and storyboards for AI short dramas were being prepared. Much like a drama or advertisement storyboard, when essential photos and scripts for partner company products are realized with AI, an AI short drama is produced. Media walls, displayed as backgrounds in live studio broadcasts, are also created using AI. In this way, AI is now becoming an integral part of home shopping broadcasts at every stage.

Public Home Shopping has produced a total of four 'AI short dramas.' Full AI videos have been created for four episodes: Master of Korean traditional sweets No. 26, Kim Kyuheun (Yugwa, Yakgwa), Master No. 32, Kang Bongseok (Yeot, Jocheong), popular Busan restaurant Nokuwon, and Kkotsuni’s Kimchi. The video on Master Kim Kyuheun begins with the opening of 'Shingung Byeonggwa' in Wolgye-dong, Nowon District, Seoul, in 1981. The drama uses AI to depict the master’s youth, creatively developing traditional Korean confectioneries. Every scene showing the crafting of Korean sweets with new molds or ingredients is generated by AI, and the narrative traces his growth timeline from his youth to his current role as director of the Han-gwa Culture Museum. Public Home Shopping offers these AI short dramas not only for its own broadcasts without charging any fees but also provides them for partners to use as individual promotional content.

An AI short drama capturing the journey of master artisan Bongseok Kang, who has been making traditional grain syrup through traditional methods. Gongyoung Home Shopping

Lee Kwangwoo, AI Head of the Video Art Team at Public Home Shopping, explained, "While our main focus is to introduce corporate brands, the production process is quite similar to making a drama. We utilize the company's product images and refine them with AI to complete the video—just as food is artistically arranged for broadcast, we ensure the overall vibe fits visually with the content as well."

It takes about two weeks to produce an AI short drama. Once a partner is selected, synopses and scripts are developed. Key visual elements to be used in the video are also created with generative AI. One week is spent on data collection, scriptwriting, and synopsis, and another week is required to produce the actual video using AI. Without the need for in-person shooting and editing, the process is far more efficient. Lee stated, "Creating the imagery needed for the synopsis makes communication easier, and the process of turning it into a video runs more smoothly. When real-life footage or an added sense of reality is required, direct filming may still be used, but with AI production, the effort required is greatly reduced."

Public Home Shopping is leveraging AI throughout its broadcasting. In the recently aired 'Points Galore' promotional video, a virtual AI character presents the promotion against an orchard background with golden apples. Since July, Public Home Shopping has developed AI virtual human models ‘Gong Younghee’ and ‘Young Unni’ and is actively utilizing them for advertisements, promotions, and broader marketing content.

Public Broadcasting Home Shopping's AI virtual human models 'Gong Younghee (left)' and 'Youngunni'. Public Broadcasting Home Shopping

The company is also running a fashion-centered program, 'Fashion Follow Me,' which applies AI across the entire production process—from the models and studio backgrounds to the videos and music. In this show, AI models are shown wearing outfits for sale, featured in photos and videos with settings like Samcheong-dong and Seongsu-dong. For the second half of this year, Public Home Shopping plans to create videos showing AI models actually walking through the studio while modeling apparel.

A Public Home Shopping representative commented, "Even for a short promotional video, commissioning models and voice actors, shooting, and editing can cost tens of millions of won. Given the positive reviews of our AI short dramas, which are created for the public good to help promote our partner companies, the company plans to continue supporting their production on an ongoing basis."

This content was produced with the assistance of AI translation services.