On Jan. 7, SK Telecom introduced its personal artificial intelligence (AI) assistant service "Aster" at the Consumer Electronics Show (CES) 2025 in Las Vegas, United States. The company noted it will accelerate the service's launch in the global market, starting in North America.
"Aster" aims to efficiently manage the busy lives of modern individuals, focusing on the core value of "Life Management." The AI assistant proposes personalized schedules and helps users concentrate on more valuable tasks through reminder features.
To achieve this, "Aster" primarily focuses on four functions: ▲Planning ▲Execution ▲Reminders ▲Advice.
First, even if a user's requests are vague or complex, "Aster" helps clarify the intent through natural conversation and provides step-by-step plans that can be executed.
For example, if a business traveler in Las Vegas asks, "I have no plans on the last day, what should I do?" "Aster" suggests shopping, dining at favorite restaurants, and attending performances while understanding the user's preferences and creating appropriate plans. If the user wishes to see a performance, it recommends suitable shows and provides detailed information about nearby restaurants and transportation, essentially acting as a "guide" for the user’s overall schedule. "Aster" also facilitates checking reviews, making reservations, and processing payments all at once.
"Aster" also informs users of scheduled plans in various forms, helping them keep track of their schedules, and enriches their lives with proactive and appropriate suggestions. For instance, it might ask a user traveling to Las Vegas, "Next week is your daughter's birthday. How about buying a souvenir during your business trip?"
SK Telecom is also exploring ways to strengthen partnerships with other companies, including integrating the generative AI-based conversational search service "Purple City" into "Aster."
A SK Telecom official explained, "The way "Aster" finds solutions through communication between the user and the AI assistant is the biggest difference from other AI services."
SK Telecom plans to launch the beta service of "Aster" for North American users in March. recruitment for beta service participants will begin during CES, and applications will be accepted through the SK Group exhibition hall and webpage. A formal launch in the United States is scheduled for the second half of this year, with expansions into other countries planned for next year.
Jung Seok-geun, head of SK Telecom's GPAA division, stated, "While existing AI services provide only simple answers to user requests, "Aster" will offer a differentiated experience as an AI assistant that performs various necessary functions in daily life."