SK Telecom Wins AI Award at NAB Show 2026
- Dogeon Lim
- May 13
- 1 min read
May 13, 2026
Dogeon Lim
At the NAB Show 2026, which is one of the world’s biggest media exhibitions, SK Telecom received attention as the only Korean company to receive an award for its innovative artificial intelligence technology.
The company was recognized for its new AI-based service called “Live-to-Cart.” This technology allows viewers to immediately purchase products that show up in videos or broadcasts. By analyzing visual content and subtitles at the same time, the AI can identify items without human assistance and connect them directly to online shopping platforms. This eliminates the need for manual searching and enables a seamless viewing and shopping experience.
SK Telecom plans to further expand the application of this technology. In collaboration with SK Broadband, the company aims to extend “Live-to-Cart” not only to IPTV services but also to domestic and global streaming platforms. This expansion is expected to broaden the reach of AI-driven media commerce across different markets and user environments.
Yang Seung-ji, head of SK Telecom’s Enterprise Technology Support division, stated that “SK Telecom’s AI technology has been recognized for its business performance and scalability in real media service environments.” He also added that the company will “work with various domestic and international partners to lead the AI media commerce market.”
Experts believe this technology could change the way people interact with digital content. Combining entertainment and shopping, it creates new opportunities for both consumers and media companies, including more convenient purchasing experiences and new revenue streams.
