SKT Launches 'AI Transformation' for T World Stores Nationwide... Introducing In-Store AI Agents

AI Agent for Store Owners Set for Pilot Launch in September

A customer receiving consultation at the SK Telecom T World store. Provided by SK Telecom.

On July 8, SK Telecom announced that it will fully implement artificial intelligence (AI) technology at its T World offline stores to drive innovation in customer service.

Based on data collected through AI-driven surveys, SK Telecom began publicly releasing store ratings for T World locations last month and has started development and infrastructure work to introduce in-store AI agents from September.

SK Telecom will gradually enhance the customer experience by integrating AI technologies across every step, from store search to face-to-face consultations. The company first aims to make store information transparent so customers can easily find the locations they want. Since last month, SK Telecom has published store-specific rating information on the T World website and app, based on recommendation scores from actual visitors.

The customer recommendation score is determined through surveys of customer satisfaction and willingness to recommend, conducted using AI call services powered by speech-to-text (STT) technology. By publicly releasing these scores as easily understandable star ratings, customers can check service quality, such as which store is friendliest, before deciding which location to visit.

SK Telecom plans to combine a wide range of customer experience data collected via AI with store data to implement a "customized store search function" on the online T World platform by next year. With this feature, customers will be able to more quickly find stores that meet their preferred criteria, including device inventory, benefit information, and store characteristics.

To further enhance trust in face-to-face consultations, SK Telecom will also gradually expand its "AI consultation analysis" capabilities. The company is also strengthening "online consultation and visit reservation services" to minimize wait times and increase the professionalism of consultations.

The introduction of AI at T World stores is being pursued not only for customers but also for store owners and T Crew members who operate the locations. By incorporating AI into customer consultations, SK Telecom aims to provide faster, more professional service, and will develop AI agents dedicated to store owners and T Crew to significantly reduce the burden of repetitive work.

The first AI agent, designed for store owners, is currently being prepared for pilot operation in September. This agent will offer tailored store consulting, including diagnosing store strengths and weaknesses, comparative analysis between stores, and recommendations for efficient staff management. An agent for T Crew members is also under development, with a target of pilot operation in the second half of the year.

Heoncheol Koo, Head of Sales & Marketing at SK Telecom, stated, "The ultimate goal of introducing AI to T World stores is to listen more closely to our customers and drive meaningful, customer-friendly change in our stores. We will lower psychological barriers and increase trust so that T World stores become a communications partner customers can always rely on and visit with confidence."

This content was produced with the assistance of AI translation services.