News
Naver's AI-Powered Live Shopping: Harley-Davidson Stunt Drives Sales Surge
Source: dbr.donga.com
Published on October 17, 2025
Updated on October 17, 2025
Naver's AI-Powered Live Shopping Revolutionizes Retail
Naver's recent AI-powered live shopping event featuring Harley-Davidson highlighted the transformative potential of AI and AR technologies in driving sales and engaging viewers. The event combined thrilling stunts with immersive virtual experiences, setting a new standard for live commerce.
The broadcast, held at Naver's Vision Stage studio, featured broadcaster Baek Ga riding a Harley-Davidson motorcycle in real-time against AI-generated backdrops. This seamless integration of reality and virtual landscapes showcased the advanced capabilities of Naver's immersive live technology, captivating over 800,000 viewers at its peak.
Harley-Davidson's Instant Success
The event marked a significant milestone for Harley-Davidson, as the '2025 Pan America 1250 ST' motorcycle, priced at KRW 24.78 million, sold out in just 11 minutes. This rapid sell-out underscored the effectiveness of AI-powered live shopping in driving immediate consumer action. Viewers expressed enthusiasm in the chat, particularly about the virtual riding experience, which allowed them to feel more connected to the product.
Technology Behind the Immersion
Naver's immersive live technology leverages ICVFX, a technique borrowed from film production. This technology enables 3D backgrounds to respond in real-time to camera movements, enhancing the visual appeal and realism of the broadcast. By combining this with proprietary AI and AR technologies, Naver transforms traditional product demonstrations into engaging, immersive experiences.
The Growing Role of AI in Live Commerce
Live commerce is evolving beyond simple sales broadcasts into immersive shopping experiences, thanks to AI. The technology allows for diverse performances and character integrations, significantly enhancing viewer engagement. According to KISA, the domestic live commerce market is projected to reach KRW 25 trillion this year, up from KRW 10 trillion in 2023, driven largely by AI's expanding role.
Industry-Wide Adoption of AI
The home shopping sector is increasingly embracing AI to boost consumer engagement. CJ OnStyle, for instance, launched the 'AI Content Factory' earlier this year to innovate AI and XR content. During a broadcast for 'Verry' underwear, AI characters of various races modeled the products, providing viewers with a realistic and inclusive visual experience.
Similarly, SK Stoa introduced an AI show host last month, which mimics a real person with natural movements. This AI host summarizes customer reviews and presents key content on TV, streamlining information delivery and enhancing the overall shopping experience.
The Future of Experiential Branding
Industry experts predict that live commerce competitiveness will increasingly hinge on experiential branding. Companies are moving beyond mere product explanations to allow customers to experience a brand's story. This shift is expected to fuel greater competition in adopting AI technologies, as brands strive to create more immersive and engaging shopping experiences.
"AI-powered live shopping is not just about selling products; it's about creating memorable experiences that resonate with consumers," said an industry official. "Brands that leverage AI effectively will have a significant edge in the market."