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GS Shop announced on Thursday that it has integrated its artificial intelligence (AI) studio system into 62 percent of its broadcasts just one year after launch, marking a major step in the digital transformation of home shopping production.

The AI studio combines real studio footage with AI-generated imagery to create immersive, virtual environments that enhance product presentation and brand storytelling. The system, first introduced in July 2024, initially covered 27 percent of broadcasts but has now more than doubled in adoption.

In mid-October, GS Shop incorporated machine learning (ML) technology to further improve operational efficiency. By training on a year’s worth of studio image data, the company reduced image generation time to around 30 seconds.

The AI studio is used most actively in travel and beauty segments. The company added that replacing physical wooden sets with AI-generated virtual spaces has also helped cut waste by about 18 tons per year.