AI recognizes products in broadcast screens and connects purchases; the only Korean company to win.
SK Telecom won the Product of the Year award at the NAB Show 2026 for its AI media commerce solution, 'Live to Cart'. The solution works by having AI recognize products on a broadcast screen and connect them with information that allows them to be purchased.
SK Telecom announced on the 29th that 'Live to Cart' was selected as a winner of the 'Product of the Year Awards' at the NAB Show 2026 held in Las Vegas, USA. 'Live-to-Cart: Multimodal AI Engine for Zero-Curation TV Commerce' is also listed in the 'Ad Tech and Mar Tech' category under the name of SK Telecom Co., Ltd. on the official NAB Show awards list.
'Live to Cart' is a multimodal AI-based solution that analyzes both visual information and subtitles from broadcast video. According to SKT, this technology recognizes products appearing on the screen during live broadcasts in real time and automatically connects them with information on available products for purchase. It is currently being piloted through SK Broadband's B tv, and has implemented the actual purchasing flow through integration with major domestic commerce platforms.
While existing media commerce relied on manual tasks such as product tagging, editing, and curation, 'Live to Cart' aims for a structure that automates the entire process, from analyzing broadcast scenes to product discovery and connecting purchases. SKT describes this as the 'Zero Curation' method.
The NAB Show Product of the Year is an awards program that evaluates the innovation and applicability of media and entertainment technology products unveiled at the exhibition. The NAB Show officially announced this year's winners on April 22, and the official page specifies the 16 categories and the overall top award system.
Leveraging this award, SKT plans to collaborate with SK Broadband to expand the scope of application beyond IPTV to domestic and international streaming platforms, and to broaden partnerships with media and commerce partners. However, specific commercialization schedules or timing for overseas implementation were not confirmed in the public statement.