[Edaily Reporter Kim Se-yeon ] Gongyeong Home Shopping announced on the 13th that it will introduce AI models “Gongyeong-hee” and “Young-unni” to strengthen its corporate PR efforts. The move aims to establish a consistent brand image and ensure efficient PR activities.

First, the AI model Gongyeong-hee embodies the identity of a “K-eldest daughter” in her 40s. As a model symbolizing trust and empathy, she will play a role in promoting Gongyeong Home Shopping’s public service mission. “Young Unni,” a woman in her 30s representing a “K-granddaughter,” is set to serve as a promotional model to expand engagement with consumers. Going forward, the two models will serve as the representative faces of Public Home Shopping, appearing in short-form content and social media promotions.
Through the introduction of AI models, Public Home Shopping plans not only to promote its brand image but also to reduce content production costs. The two models will be utilized across all promotional content, including brand films and promotions. In particular, they will be actively used to promote products from small and medium-sized enterprises (SMEs) and small business owners, thereby maximizing the impact of sales channel support.
Public Home Shopping is already utilizing AI technology for promotional purposes. The fashion-focused program “Fashion Follow Me,” which debuted in April featuring AI models, had generated approximately 1.8 billion won in sales support as of the 7th. “Fashion Follow Me” is a program that airs every Friday, in which AI models appear as virtual influencers to introduce products from SME fashion brands. AI technology has been integrated into all aspects of production—not only the models but also the studio backgrounds, visuals, and music.
Kongyoung Home Shopping plans to continue actively adopting AI technology. Following the establishment of an AI content department last January, the company will launch an AX Task Force in the second half of the year to drive a full-scale AI transformation (AX).
A Public Home Shopping official stated, “We plan to make extensive use of AI models to strengthen brand images and promote SME products,” adding, “We will continue to enhance our support for SME sales channels through content innovation incorporating AI technology.”