SKT, 전국 T 월드 매장 ‘AI 전환’ 시동… 고객 서비스 혁신 나선다
SK Telecom will deploy AI tools across its nationwide T World retail stores by 2027, starting with customer rating transparency and expanding to AI-assisted consultations and agent support for staff.
SK Telecom announced plans to integrate AI across all T World offline stores by 2027, beginning with a customer rating system launched in June. The ratings, derived from AI voice analysis of customer satisfaction during visits, are now displayed on the T World website and app to help shoppers choose stores based on service quality before arrival. The initiative aims to make store selection more transparent and customer-driven.
From September, SK Telecom will introduce AI agents designed for store owners and staff to analyze store performance, compare metrics between locations, and optimize staffing. The agents will also provide real-time guidance on policies and procedures, reducing administrative burdens and improving operational efficiency across the retail network. The goal is to standardize high-quality service nationwide.
AI-powered consultation analysis will be gradually expanded to enhance trust in face-to-face customer service. Currently in pilot at around 300 stores under the 'safe consultation recording' service, the feature automatically summarizes and analyzes counseling sessions to support staff and ensure consistent service delivery.
By 2027, SK Telecom plans to implement a personalized store search function on the T World online platform, combining customer experience data with store attributes such as device inventory and promotions. The company states the ultimate aim is to transform T World stores into trusted, customer-friendly communication partners through data-driven improvements and AI-assisted decision-making.