11st is launching Oki Tour, a live broadcast dedicated to domestic travel with its AI shopping mate. The AI-generated character Oki appears as a partner to the host, highlighting key points of the travel products on sale, such as accessibility and major facilities, to help customers make purchasing decisions.
Oki responds in real time to the host's explanations and customer comments, and also takes part in events and prize drawings to make the interaction more engaging. The company plans to introduce differentiated domestic lodging and leisure products tailored to rising demand for local travel amid a strong won and high fuel prices.
Pilot broadcast drew 160,000 viewers The Oki Tour pilot broadcast, which sold Haevichi Hotel & Resort lodging vouchers on March 10, recorded a cumulative 160,000 views and 3,000 live comments. Oki Tour plans to further boost customer engagement by using a variety of AI-based content, including short-form ad videos during the broadcast.
First broadcast on April 15, then weekly Tuesday slot Oki Tour will begin full-scale operations with its first broadcast at noon on April 15, starting with a Sol Beach Jindo segment. From May, it will air regularly every Tuesday at noon.
Sol Beach Jindo three-person package starts in the 198,000 won range Sol Beach Jindo, the featured product in the first broadcast, is a resort known on social media as a prime photo spot thanks to its exotic exterior and infinity pool overlooking the southern coast. A three-person lodging package that includes one night in a room, a breakfast buffet, and access to the infinity pool will be sold from the upper 198,000 won range, with benefits limited to 100 groups for weekday stays in April.
Domestic travel products to be sold at special prices through late April On April 21, tickets for Ocean World and Ocean Play will be sold at special prices. On April 27, lodging vouchers for Hanwha Resort Gyeongju will go on sale, followed by tickets for Daejeon O-World on April 28.
Ko Gwang-il, head of the sales division at 11st, said, "We wanted to strengthen communication with customers by using AI technology and provide a new shopping experience." He added, "We will continue to strengthen our live commerce competitiveness based on differentiated content and product competitiveness."
Q1. What role does Oki, the AI character in 11st's Oki Tour, play?
The AI-generated character Oki appears as a partner to the host, pointing out key features of the travel products on sale, such as accessibility and major facilities, to help customers make purchasing decisions. It also responds in real time to the host's explanations and customer comments, and takes part in events and prize drawings.
Q2. What results has the AI-powered domestic travel live broadcast shown?
The Oki Tour pilot broadcast, which sold Haevichi Hotel & Resort lodging vouchers, recorded 160,000 cumulative views and 3,000 live comments. The AI character delivers a differentiated shopping experience by increasing customer engagement through real-time responses and event hosting.
Q3. How far has AI use in live commerce progressed?
It has reached a stage where an AI-generated character appears as a partner to the host and responds in real time to product explanations and customer comments. By using a range of AI-based content, including short-form ad videos during broadcasts, it offers a new shopping experience that strengthens communication with customers.
This content was prepared by MaeKyung Biz Content Planning Team based on official announcements and press releases.
