SK Telecom to launch beta service for AI agent Aster in North America

Chung Suk-geun, head of GPAA business division at SK Telecom, speaks in a press briefing in Las Vegas, on the sidelines of CES 2025, Tuesday. (SK Telecom)

SK Telecom said Wednesday it will release a beta service of its artificial intelligence-powered personal agent service, Aster, targeting North American users starting in March.

“Unlike conventional AI services that stop at providing simple answers to user queries, Aster delivers a differentiated experience as an agentic AI capable of performing essential tasks in daily life,” Chung Suk-geun, head of global personal AI agent business division at SK Telecom, said in a press briefing in Las Vegas, on the sidelines of CES 2025.

While the telecom carrier first announced the development of Aster during the SK AI Summit in Seoul in November, it opened beta registration for the AI agent during CES 2025, which kicked off Tuesday in Las Vegas.

SK Telecom began recruiting beta testers for Aster during CES 2025, with an official launch in the US slated for later this year. It plans to expand the service to additional countries next year.

Leveraging generative AI technology, the company has integrated conversational search capabilities into Aster through a partnership that includes Perplexity, a next-generation AI-based search service.

According to the company, Aster is built around the key value of life management, offering seamless features like planning, execution, reminders and advice. By delivering personalized recommendations and reminders, Aster allows users to focus on more meaningful tasks.

For example, a business traveler in Las Vegas might ask what to do on their last day in the city if they have no plans. Aster could suggest shopping, dining or attending a performance, creating a personalized itinerary tailored to the user’s preferences.

If the user opts for a show, Aster not only recommends performances but also provides restaurant options nearby, transportation details and assistance with reviews, bookings and payments -- all within the platform.

“Aster’s ability to find solutions through user-agent interactions sets it apart from other AI services,” said an SK Telecom official. “The service simplifies decision-making and enhances productivity by guiding users step-by-step.”

SK Telecom plans to enhance the completeness of the Aster feature by strengthening collaboration with various third-party AI agents. As part of the plan, it is pursuing a partnership to integrate Perplexity’s conversational search service into Aster, the telecom carrier said.