[Edaily Reporter Yun Junghoon ]SKTelecom(017670)is set to fully implement generative AI technology in its offline stores. The company plans to go beyond simple telecommunications services by digitizing the in-store experience and using AI to “raise the bar” on service quality, thereby transforming its stores into “places customers can trust.”

SKT announced on the 8th that, based on data collected through AI surveys, it began publishing star ratings for T World stores last June and has now started development and infrastructure construction work to introduce in-store Agent AI and other technologies starting this September.

Sequential Introduction of AI-Based Store Search and Trusted Consultation by 2027

SKT plans to gradually enhance the entire customer experience—from store discovery to in-person consultations—by integrating AI technology.

First, it will transparently disclose store information to help customers easily find the stores they want. To this end, since last June, it has been posting store-specific star ratings on the T World website and app based on recommendation indices from actual visitors.

The customer recommendation index is derived from surveys of satisfaction and recommendation rates among store visitors, conducted using an AI call service powered by STT (speech recognition). By presenting this data in an easy-to-understand star-rating format, customers can check service quality—such as which stores offer friendly service—before visiting and make an informed choice.

SKT plans to combine various customer experience data collected via AI with store data to implement a “personalized store search feature” on the online T World platform by 2027. Once this feature is introduced, customers will be able to find stores that meet their specific criteria—such as device inventory, promotional offers, and store characteristics—even more quickly and accurately.

Additionally, to enhance trust in face-to-face consultations, the company plans to gradually expand its “AI consultation analysis” feature. This service uses AI to automatically analyze and summarize consultation content; SKT is currently refining the feature through a pilot program of “peace-of-mind consultation recording” at approximately 300 stores nationwide.

Furthermore, to minimize wait times and enhance the professionalism of consultations, the company will promote its “Online Consultation and Visit Reservation Service.” When customers reserve the purpose of their visit in advance, they can receive necessary guidance from the store beforehand, ensuring they receive optimized, personalized consultations without delay upon arrival.

Developing AI Services for Both Customers and Employees … “Elevating Service Quality Across the Board”

The introduction of AI at T World stores is being rolled out not only for customers but also for franchise owners who directly operate the stores and T Crew members.

KTCorporation plans not only to integrate AI into the customer consultation process to provide fast and professional service but also to develop dedicated AI agents for franchise owners and T Crew members to significantly reduce the burden of repetitive tasks. In addition, the company intends to provide multifaceted support for data-driven, smart store operations and high-quality customer service.

Ultimately, the company aims to help customers quickly find the T World store information they need, while also achieving a “standardization of service quality” so that customers can consistently experience exceptional service at any store nationwide.

The AI agent for store owners, which will be the first to be introduced, is currently being developed with the goal of launching a pilot program this September. This agent will provide customized store consulting—including diagnosing a store’s strengths and weaknesses, conducting comparative analyses between stores, and optimizing workforce management—and assist in decision-making to improve the customer experience. It is expected that this practical, data-driven “comprehensive store management solution” will enhance operational efficiency and create a more customer-friendly environment.

Next, an agent for T Crew members is currently under development, with the goal of launching a pilot program in the second half of the year. By providing real-time answers to operational questions that arise during customer consultations and identifying employees’ areas of weakness in customer service to suggest improvement strategies, the company plans to significantly enhance employees’ overall customer service capabilities.

Furthermore, by providing real-time support through AI agents for various guidelines that staff must be familiar with on the front lines—such as product information, sales policies, regulations, and operational guidelines—the system reduces the learning burden on employees and creates an environment where they can focus more on providing accurate responses and managing customer relationships. SKT expects that rapid, sophisticated, and personalized consulting powered by AI agents will significantly boost customer trust in its offline stores.

Koo Hyun-cheol, Head of the Sales & Marketing Division at SKTelecom, stated, “The ultimate goal of introducing AI to T World stores is to focus more closely on the customer’s voice and bring about tangible changes toward becoming more customer-friendly stores.” He added, “We will transform T World stores into a telecommunications partner that customers can trust and visit at any time by lowering the psychological barrier and increasing trust.”