SK Telecom Unveils Ambitious AI-Centric Core Revamp at MWC 2026
At MWC 2026 in Barcelona, SK Telecom unveiled its ambitious plan to transform itself into an AI-centric organization. CEO Jung Jai-hun introduced the “AI Native” strategy that seeks to reposition the company’s core operations, emphasizing a comprehensive overhaul that encompasses internal systems, data center expansion, and the upgrade of their large language model to exceed one trillion parameters.
The essence of this strategy lies not just in deploying AI tools, but in a fundamental redesign of SK Telecom’s framework to enhance customer value and innovation. According to Jung, the company aims to elevate Korea’s status among the world’s top three AI powers, asserting that customer-centricity is at the heart of their mission.
Reconstructing Telecom Systems
The central focus of SK Telecom’s strategy involves a major reconstruction of its integrated IT systems. This initiative will see the redesign of systems related to sales, line management, and billing to fully leverage AI. The new system will enable SK Telecom to offer personalized plans tailored to customer usage and behaviors.
Moreover, the company will adopt a Zero Trust security model to safeguard its infrastructure, introducing robust authentication methods, access controls, and AI-powered surveillance mechanisms.
This transformation signals a pivotal shift for the telecom sector, traditionally reliant on outdated systems. By centering operations around AI, SK Telecom anticipates significant changes in service pricing, design, and fault detection, raising important considerations regarding data governance and the ethical use of customer information for AI model training.
Enhancing Customer Interaction
Customer experience is also set for a significant transformation. SK Telecom is redesigning its customer services, including pricing and membership options, to enhance simplicity and automation. An integrated AI agent is being developed to link experiences across various platforms, analyzing patterns to offer personalized suggestions. The firm plans to boost its AI Contact Center, equipping customer service representatives with advanced AI tools.
Additionally, SK Telecom’s retail stores are integrating AI to facilitate better customer service, helping staff discern customer needs during in-person visits. This shift underlines a broader trend within telecoms to evolve from reactive to predictive service models, treating AI as a central operational layer.
Building Gigawatt-Class AI Data Centers
On the infrastructure front, SK Telecom is engaging in a significant build-out of hyperscale AI data centers, aiming for a capacity exceeding 1 gigawatt. This positioning intends to make Korea a pivotal hub for AI data processing in Asia. SK Telecom is already operating a sovereign AI foundation model comprising 519 billion parameters, with plans to enhance it to over a trillion parameters, incorporating multimodal capabilities for better processing of various data types.
CEO Jung articulated this infrastructure initiative as vital, stating that these data centers would serve as the backbone of Korea’s AI capabilities, illustrating a collaborative effort with partners to foster true AI transformation.
Culture Shift Within the Organization
The internal culture of SK Telecom is also undergoing transformation. The company has implemented an “AX Dashboard” to monitor AI adoption across departments and created an “AI Board” to oversee transformation efforts. Employees can utilize an “AI playground” to develop AI agents without coding, with over 2,000 AI agents already deployed in various functions like marketing and legal.
Jung emphasizes that to spur future growth, SK Telecom must overhaul its corporate culture, embedding AI deeply into its operational ethos.
In conclusion, SK Telecom’s strategy at MWC 2026 signifies a pivotal moment not only for the company but also for the telecom industry at large. By integrating AI holistically into its operations, SK Telecom aims to redefine how telecom services are delivered, ultimately enhancing customer engagement and positioning Korea as a global leader in AI innovation.
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