Six principles and 18 behavioral standards established, covering public interest, fairness and transparency
Company builds self-audit system requiring disclosure of AI-generated content
AI models and short drama series expand content lineup
Gongyeong Home Shopping announced Monday that it has received an "AI Ethics Compliance" mark from the National Information Society Agency (NIA).
NIA, a quasi-governmental body under the Ministry of Science and ICT, issues the mark to organizations that have established institutional efforts and practical frameworks for developing and using AI ethically.
To guide its ethical use of AI, Gongyeong Home Shopping established six core principles — public interest and mutual growth, fairness and inclusion, truth and transparency, human-centeredness and accountability, safety and trust, and information and rights — along with 18 behavioral standards.
The company also developed an 18-item AI ethics self-audit checklist so employees can practice and verify compliance with ethical principles on the job. The checklist includes standards tailored to the home shopping industry, such as a mandatory requirement to disclose when content has been generated by AI.
To accelerate AI adoption, Gongyeong Home Shopping has been pushing ahead with technology integration through its dedicated AI Transformation task force.
After launching a fashion program featuring AI models in April, the company unveiled its own AI models — "Gongyeonghui" and "Yeong Unni" — in July. The models were developed to reflect the company's identity as a public institution and are used across a range of content.
The company is also using AI technology to support sales channels for small and medium-sized enterprises and small business owners, including producing AI-generated short drama series that tell their success stories as a promotional tool.
Home shopping is an industry where content delivered directly to consumers — such as product introduction videos and advertisements — makes up a large share of output. As AI-generated content becomes more prevalent, clearly disclosing its origins and ensuring the reliability of information are increasingly critical challenges.
Park Jong-in, head of Gongyeong Home Shopping's AI Transformation task force, said the recognition was the result of efforts by all staff. "As a public institution that expands sales channels for small and medium-sized enterprises and a home shopping company that grows alongside its customers, we will continue to do our best to support the growth of small businesses and entrepreneurs through ethical AI use," Park said.
boo@heraldcorp.com
