“AI 시대에도 고객 관계의 본질은 신뢰” 고객신뢰 위원회 김난도 위원 인터뷰

SK Telecom’s Customer Trust Committee, led by professor Kim Nando, examines how generative AI is altering consumer behavior by automating choices once made manually. The shift toward ‘zero-click’ decision-making reduces direct interactions with search results and product comparisons, prompting companies to rethink how they build and maintain customer relationships in an AI-mediated environment. Kim notes this evolution mirrors past technological shifts but accelerates the delegation of judgment to intelligent systems. The practical impact includes shorter customer journeys and the need for businesses to ensure transparency in how AI recommendations are generated and applied.

Kim emphasizes that as AI integrates into daily life, customers will evaluate not only the AI service itself but also the companies and infrastructure behind it. He argues that trust hinges on consistent, responsible handling of personal data and reliable post-purchase support. The interview highlights the growing expectation for companies to demonstrate accountability when AI-driven decisions lead to dissatisfaction, reinforcing the importance of robust feedback mechanisms and corrective actions.

Addressing the balance between personalization and privacy, Kim observes that while customers increasingly accept data sharing for convenience, their tolerance depends on perceived security and tangible benefits. He points to the historical continuity of this debate, tracing concerns back to the late 1990s internet expansion. He also notes that AI chatbots, though not yet universally satisfying, could gain broader acceptance as their accuracy and speed surpass human capabilities, particularly in customer service and information retrieval.

Kim underscores that long-term customer retention is as critical as acquisition, especially in industries like telecommunications where relationships are inherently extended. He praises SK Telecom’s existing loyalty programs for long-term subscribers and calls for deeper integration of AI into daily life in ways that feel natural and value-driven. The committee’s evolving role reflects the ongoing need to adapt trust-building strategies, with SK Telecom positioned to act as a national AI enabler rather than merely a service provider.