On the 13th at 7 PM, at the Naver headquarters 1784's studio 'Vision Stage' in Seongnam, Gyeonggi Province. As the giant screen filling the walls lit up in the darkness, the red sunset over the western U.S. desert and the city nightscape alternated. With the deep exhaust sound of an engine starting, a Harley-Davidson motorcycle, a world-renowned motorcycle brand, took center stage. Although there were only three motorcycles on site, the scenery on the mobile screen was completely different. The Harley-Davidson mascot eagle, implemented in augmented reality (AR), circled around the show host, and the motorcycle raced through the city nightscape. When the host said, "What you're seeing now is a live video created by cameras and AI," consumer reactions followed in the chat window, saying, "It would feel really good to ride like this in reality."

This is the first time Harley-Davidson has showcased its products in live commerce. According to Naver on the 16th, the '2025 Pan America 1250 ST' priced at KRW 24.78 million was sold just 11 minutes after the broadcast began. The number of viewers for the broadcast exceeded 800,000 at one point, indicating high interest.

Naver is the first in the country to implement scenes of riding through the desert and city in a live broadcast. This technology, called 'immersive live,' applies 'ICVFX (In-Camera VFX),' used in film production, to make the 3D background on the screen react in real-time to camera movements. Combined with Naver's self-developed artificial intelligence (AI) and AR technology, it enhanced the vividness.

Live commerce is evolving by combining with AI. It is transitioning from a sales-focused broadcast that simply shows products to 'immersive shopping' that uses AI to feature various performances and characters. According to the Korea Internet & Security Agency (KISA), the domestic live commerce market size is expected to grow from KRW 10 trillion in 2023 to KRW 25 trillion this year.

As AI becomes widely commercialized, the time and manpower required from planning to production have significantly decreased, leading to an increase in its utilization. The home shopping industry is also trying to increase consumer engagement time by using AI.

CJ OnStyle formed the 'AI Content Factory' project early this year to innovate AI and extended reality (XR) media content and has been making various attempts. Through the broadcast of the underwear brand 'Verry,' AI characters of various races wore products like real models, providing viewers with a realistic visual experience.

SK Stoa revamped its broadcast screen last month by introducing an AI show host. The AI show host, based on patented technology, is implemented to resemble a real person with natural voice and lip movements, diverse outfits, and natural motions and expressions. AI summarizes extensive customer reviews to provide key content on the TV screen.

An industry official stated, "The new competitiveness of live commerce is moving beyond simply explaining products to allowing customers to 'experience' the brand's worldview and story," and predicted, "The competition to introduce AI technology will become more intense."

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