The useful question is what changes for users, developers or buyers, and whether the announcement stays industry context or becomes something people can actually use.

SK Telecom announced on May 27 that it will run the ‘Promp.T’ public contest as part of its ongoing ‘Good Change’ campaign, which documents the company’s AI transformation and customer-value innovation since May. The campaign has previously featured internal and external expert contributions, and the contest expands participation to customers by inviting them to submit real-life examples of how they use AI prompts to solve problems or boost productivity.

Participants may submit entries in two categories: ‘Life AX’ for everyday problem-solving and ‘Work AX’ for productivity gains in work or study. Submissions are open from May 27 to June 10 via the SKT Newsroom portal, with eligibility open to customers aged 14 and older regardless of carrier. Winners will be selected through expert review and announced on June 20, with prizes including SK gift cards and Naver points worth a combined 10 million won.

As a further element of the campaign, SKT will display a media art installation at its Euljiro T-Tower headquarters in August, created from survey data gathered via its ‘Money-Making Survey’ service. The installation will visualize customer feedback on perceived changes and future expectations regarding SKT’s services.

Senior Vice President Choi Jong-bok of SKT’s Media Communication Division stated that meaningful AI transformation and customer-value innovation are best achieved in collaboration with customers, and pledged to continue reflecting diverse customer experiences and voices in its services and content.