Star ratings begin in June, AI agent for dealers piloted in September

SK Telecom (SKT) has embarked on a restructuring of its overall customer contact services by gradually applying AI to T World offline stores nationwide. Starting with the disclosure of star rating information during the store search phase, we will proceed sequentially with the goal of 2027, including the analysis of face-to-face consultations and the introduction of AI agents.

SKT announced on the 8th that it would fully integrate AI into the customer service system of T World stores.

Following the release of store-specific star ratings on the T World website and app last June, the company began building its infrastructure in earnest starting with the pilot operation of an AI agent for dealers this coming September.

Star rating data is the result of calculating customer satisfaction and recommendation levels collected through an STT (Speech-to-Text) based AI call service.

SKT announced that it plans to combine this data with store operation data to implement a 'customized store search' function on online T World by 2027.

It is reported that searching based on conditions such as device stock, benefits, and store characteristics will become possible.

The 'AI consultation analysis' function, designed to enhance the reliability of face-to-face consultations, will also be expanded.

The 'Safe Consultation Recording' service, which uses AI to automatically analyze and summarize consultation content, is currently being piloted at approximately 300 stores nationwide.

In addition, the 'Online Consultation and Visit Reservation Service,' which provides advance guidance at the store upon booking a visit in advance, is also being activated.

T World's AI transformation goes beyond customer service and targets store operators and employees as well.

The AI agent for dealership owners, scheduled for pilot operation this coming September, will provide customized consulting functions such as diagnosing store strengths and weaknesses, comparative analysis between stores, and workforce management optimization.

The agent targeting T Crew is currently under development with the goal of a pilot operation in the second half of this year.

It is designed with features such as real-time business knowledge support during consultations, diagnosis of weak consultation areas, and suggestions for improvement, while also having AI provide real-time guidance on field instructions including products, sales policies, and work guides.

"The ultimate goal of introducing AI to T World stores is to create tangible changes by focusing more on the voices of customers," said Koo Hyun-chul, Head of Sales & Marketing at SK Telecom. "We will transform T World stores into telecommunications partners that customers can trust and visit at any time by lowering psychological barriers and increasing trust."