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Wavve became the first South Korean online video streaming service or over-the-top (OTT) provider to introduce an AI-powered contact center (AICC) as it deployed its AI virtual assistant “Wavvy” for customer support, the company announced on Thursday.

The OTT platform was developed by a joint venture between SK telecom and the country’s three major terrestrial broadcasters, with SK Square Co. Ltd. holding a controlling stake now.

Using natural language processing, the AI virtual assistant can analyze voice data and provide instant responses to customer inquiries made through Wavve’s support center. The platform will also retain traditional support channels, including one-on-one inquiry boards and chat-based assistance, for users who prefer text-based communication.

“By leveraging the vast amount of customer service data accumulated at Wavve’s support center, we aim to enhance our AI contact center to provide users with the most convenient and efficient access to information,” Lee Sang-jin, head of customer experience management at Wavve, said.