KT Unveils AI-Powered Media Strategy for Genie TV Platform

Philip Lee -

Seoul, South Korea—KT Corp (NYSE: KT) unveiled plans on Wednesday to integrate artificial intelligence technology into its media platforms and content production, a strategy called "KT Media New Way."

The company will introduce an AI agent to its IPTV platform, Genie TV, in stages beginning this year. 

It was developed in collaboration with Microsoft, and KT announced it at a press conference in Seoul. 

The conversational, large language model-based system will allow subscribers to search for content using natural language queries.

According to the company, the AI agent will enable features like highlight viewing and scene skipping to enhance the user experience. 

KT plans to expand this AI platform to group subsidiaries, starting with KT HCN, potentially reaching its 14 million media service customers.

"The KT Group will lead the paradigm shift in the media industry based on AI," said Chae-hee Kim, Executive Vice President of KT's Media Division, in a statement released by the company.

The telecommunications firm has established "AI Studio Lab," combining resources from its media division, KT Studio Genie, and KT ENA. 

This specialized unit will integrate AI technology throughout the content value chain, including investment screening, planning, production, editing, marketing, and distribution.

KT Studio Genie, the group's content production arm, will shift its distribution strategy for original content. 

It will be released simultaneously on external platforms such as Netflix and TVING alongside its channels.

Projects in development include "Shinbyeong: The Movie," a film based on its existing series.

KT will launch a Free Ad-supported Streaming TV (FAST) service through Genie TV in the first half of 2025. 

Based on performance, the service could expand globally to diversify revenue streams. 

The company is also entering the short-form content market, with approximately 20 co-production projects currently under negotiation with domestic and international platforms.

The company said it is reviewing structural changes to its IPTV business model, which currently centers on live channels and video-on-demand services, to adapt to evolving media consumption patterns.