In the week following the introduction of the Shorts Tab, CJ OnStyle saw a 229% increase in mobile app traffic compared to the previous week. (Image courtesy of CJ OnStyle)
SEOUL, Jul. 10 (Korea Bizwire) – In a bid to capture the attention of younger consumers, South Korea’s home shopping industry is racing to produce short-form content, leveraging artificial intelligence to transform hour-long live broadcasts into bite-sized videos for mobile apps and YouTube.
Leading the charge, Shinsegae Live Shopping announced on July 9 that it would introduce “AI Shorts” in response to the surging popularity of short-form content.
The company’s AI system analyzes 20 to 60-minute home shopping broadcasts, extracting the best moments and automatically handling everything from video ratio conversion to background design and subtitle insertion.
The result is a concise one-minute video summary of product highlights.
“We’re constantly exploring ways to make shopping more convenient and enjoyable for our customers,” said Kim Sung-joon, executive director of Mobile Digital at Shinsegae Live Shopping. “We aim to create a differentiated broadcasting and mobile shopping environment based on AI technology.”
CJ OnStyle, another major player in the industry, had already implemented a similar AI solution on May 30, introducing a “Shorts Tab” at the top of its mobile app. The AI rapidly edits live broadcasts into 40-second clips as soon as they conclude.
It also analyzes customer behavior — including purchases, searches, and clicks — to recommend personalized short-form content.
The strategy appears to be paying off. In the week following the introduction of the Shorts Tab, CJ OnStyle saw a 229% increase in mobile app traffic compared to the previous week. Orders placed through these short videos more than doubled during the same period.
Hyundai Home Shopping joined the trend in early June, implementing an “automatic short-form production system” that creates brief videos immediately after TV home shopping broadcasts and live commerce sessions.
The company focuses on popular product categories such as fashion, beauty, and food, producing up to 10 short-form videos daily. These are then featured on Hyundai’s YouTube channel, “Hook TV,” aiming to quickly address customer queries and boost conversion rates.
Not to be left behind, GS Shop plans to launch its own AI-based system in the third quarter of this year. The system will automatically produce one-minute “Short Pick” content, further intensifying the competition in the short-form video space.
Ashley Song (ashley@koreabizwire.com)
