SK Telecom plans to fully integrate artificial intelligence (AI) into its T World offline stores.
The company said Thursday it has begun development and infrastructure work to introduce store AI agents starting in September. The move follows the release of star-rating information based on AI survey data on the T World website and app last month, and aims to apply AI technology across the entire customer experience.
SK Telecom is pursuing a phased upgrade by applying AI technology to everything from store search to in-person consultation.
First, the company will disclose store information transparently to help customers find the stores they want. In connection with this, it has posted star-rating information for each store on the T World website and app since last month, based on recommendation scores from actual visiting customers. The customer recommendation scores are results of surveys on satisfaction and recommendation levels among visiting customers, conducted using an STT (speech-to-text) based AI call service.
SK Telecom plans to combine various customer experience data collected using AI with store data to implement a "customized store search function" on the online T World by 2027. Once this function is introduced, customers will be able to find stores meeting their desired conditions—such as device inventory, benefit information, and store characteristics—more quickly and accurately.
To enhance the credibility of the in-person consultation process, the company also plans to gradually expand its "AI consultation analysis" function. This is a service in which AI automatically analyzes and summarizes consultation content, and a "reassurance consultation recording" service is currently being piloted at approximately 300 stores nationwide.
In addition, the company will activate an "online consultation and visit reservation service" to minimize waiting times and enhance consultation expertise.
AI is also being introduced to reduce the burden of repetitive tasks not only for customers but also for T World employees.
The AI agent for dealers, which will be introduced first, is being developed with a target of pilot operation in September. The agent provides customized store consulting, including diagnosis of store strengths and weaknesses, comparative analysis between stores, and efficient workforce management, and helps with decision-making to improve the customer experience. Through a practical, data-based "comprehensive store management solution," it is expected to improve store operation efficiency and create a customer-friendly environment.
Next, an agent for T Crew members is under development with a target of pilot operation in the second half of the year. It will provide real-time answers to work knowledge needed during customer consultations, and diagnose employees' weak consultation areas to suggest directions for improvement. Through this, the company plans to further raise employees' overall consultation capabilities.
In addition, AI agents will provide real-time support for various guidelines that need to be mastered on-site, such as products, sales policies, systems, and work guides, easing employees' learning burden and creating an environment where they can focus more on accurate responses and customer management. SK Telecom expects that fast and sophisticated customized consulting using AI agents will significantly boost customer trust in offline stores.
Koo Hyun-chul, head of SK Telecom's Sales & Marketing Division, said, "The ultimate purpose of introducing AI to T World stores is to focus more on the voice of the customer and create a practical transformation into customer-friendly stores." He added, "We will transform T World stores into a telecom partner that customers can trust and visit anytime, by lowering psychological barriers and raising trust."
