SK Broadband's B tv Adot tops 21 million monthly conversations in 2 years

SK Broadband's B tv Adot has surpassed 1.7 million monthly active users and 21 million monthly conversations within two years of its launch.

SK Broadband released a usage and customer behavior analysis Thursday to mark the second anniversary of B tv Adot.

B tv Adot is a generative AI service for B tv that allows customers to search for a wide range of content — including video on demand, streaming platform titles and live broadcasts — through natural-language conversation.

According to data released by SK Broadband, 55 percent of customers who held media-related conversations with B tv Adot went on to select content directly from the AI's responses. The company said this shows that AI is meaningfully reducing "content-choice fatigue" — the tendency for viewers to give up browsing without deciding what to watch.

The AI-driven discovery experience is also changing how customers use the service. Customers who used B tv Adot for five consecutive months logged 1.7 times more days of use per month, 1.8 times more conversations and 1.6 times more VOD viewing hours than those who did not use the service or used it for less than a month.

The streaming usage rate among B tv Adot users stood at 80.4 percent — 3.3 times higher than the 24.1 percent recorded among non-users.

The VOD purchase rate among B tv Adot users was also 5 percentage points higher than among B tv customers overall.

SK Broadband said these AI-driven results are being amplified through synergies with its media content lineup.

A recent example is the launch of B tv+ max, an all-in-one subscription product that adds content from the three major terrestrial broadcasters. SK Broadband plans to expand B tv into a smart media hub by combining AI-based content discovery with subscription offerings.

"Going forward, we will develop a more sophisticated AI media experience that encompasses content recommendations, benefits and purchasing — all grounded in a deeper understanding of each customer's tastes and circumstances," said Yoo Chang-min, head of B tv service planning at SK Broadband.

Meanwhile, B tv Adot launched in September 2024 as a combination of SK Telecom's AI assistant Adot and the B tv platform. Its defining feature is the use of SK Telecom's generative AI technology to accurately understand customer intent and context.

SK Broadband is running a promotional event to mark the second anniversary and the upcoming Chuseok holiday. The event runs from Friday through Sept. 27. The first 40,000 customers who chat with B tv Adot during the event period will receive up to 50,000 B Cash points redeemable on B tv.