South Korean advertisement company Inshorts has applied its "AI digital product placement solution" to promote products in the popular tvN drama "Maestra," marking the first time an AI-based technology has been used for product placement in the country.

Samsung's "Bespoke Rug" and Wakti's "SW19 Hand Cream" were featured as part of the embedded marketing in a recent episode of the series aired via Disney+, tvN and Tving. The items, however, were inserted digitally in post-production.

The addition of the products in the scene was done just two weeks before the episode was aired. This means local firms can now decide on product placement even after the scenes have been shot, which has been previously impossible with traditional methods.

"In the future, many more advertisers are expected to be able to use the Inshorts' AIPP solution to expose their products through content that matches their brand at the desired time," Inshorts said.

Another advantage of the company's technique, Inshorts officials noted, is that the advertised products are able to "naturally integrate into the flow of the narrative," since the production crew and the cast do not have to worry about ensuring the products are placed in a clear view. They only need to film the scene, and the products can be added afterwards digitally.

“In the OTT era, K-content serves as a powerful marketing tool that transcends borders," Inshorts Founder/CEO Andy Lee said. "Inshorts is a digital product placement platform that resolves the mismatch between content release schedules and brand marketing schedules, offering advertisers a diverse lineup of partnership content tailored to their desired timing."