On Tuesday, SK Telecom (SKT) announced that it will launch a beta version of its AI agent, Aster, targeting North American users in March. The company began accepting registrations for the beta service during CES 2025, which is currently underway in Las Vegas.
The launch of Aster marks SKT’s entry into the U.S. market with its advanced “agentic AI” application to enhance personal digital assistance. The company outlined its plans to test the AI agent in North America before a global rollout, focusing on gathering feedback and refining the service.
SK Telecom (SKT) revealed that the North American launch of its AI agent, Aster, will serve as a key test for the global market. According to Vice President Chung Suk-geun, the company aims to impact the U.S. without setting specific sales or user targets. Speaking at CES 2025 in Las Vegas, he emphasized that the goal is to establish SKT as a meaningful partner for major global tech firms in AI development.Â
“We don’t have plans to release specific numbers for sales and user targets in North America. We just aim to leave meaningful footprints in this large-scale market,” he stated.
Aster, which debuted in November 2024, is an AI agent designed to help users manage their daily routines. Unlike conventional AI services, which provide simple answers to queries, Aster stands out by performing essential tasks, such as planning, executing, setting reminders, and offering advice. It utilizes personalized suggestions to assist users in organizing their schedules and handling complex tasks, even when requests are vague.
To expand Aster’s ecosystem, SKT is working on partnerships with local telecommunications companies, tech firms, and developers in the U.S. The AI agent is also integrated with Perplexity, a conversational search service based on generative AI, which enhances its user experience.Â
Despite the challenges facing the market in 2025, with SKT’s CEO Ryu Young-sang forecasting an “unprecedented crisis” due to geopolitical instability and economic uncertainty, SKT is determined to push forward with Aster’s global expansion. The beta trial will be pivotal in refining the service before its official launch later this year.
Aster distinguishes itself as an “agentic AI,” which operates autonomously by making complex decisions and taking actions based on user interactions. Unlike conventional AI agents that merely provide responses, Aster actively responds to user requests by planning and executing tasks. SK Telecom emphasized that Aster goes beyond simple answers.
Following the beta trial, SKT plans a full commercial launch of Aster in the second half of 2025, with expansion into additional international markets in 2026. This initiative is part of SKT’s broader strategy to establish itself as a leading global AI company. As part of its transformation, SKT also announced plans to discontinue its metaverse platform Ifland by March 31 to redirect resources towards advancing its AI ambitions.
