SK Telecom Lets AI Pick the Themes for Its October T Membership Perks

SK Telecom announced its October T Membership benefits on October 1, built around customer usage patterns and interests analyzed by AI. The themes and candidate brands proposed by an in-house “marketing AI agent” were folded into the final lineup. From October 12 to 16, the carrier will run its T day “Special Week” as an “AI Week.”

How the AI picked the perks

The planning process drew on a range of data showing how customers actually use the membership program. The marketing AI agent can carry out tasks on its own. According to SK Telecom, it analyzes how benefits are used across age, gender and membership tier. It also looks at app traffic, usage records, and search and spending patterns to suggest benefit themes and candidate brands by category.

For October, the AI settled on three themes: autumn festivals, reading and running. It also produced candidates tailored to specific customer groups and usage tendencies. For the “2030 BEST” category, it suggested dining out and cafes; for “VIP BEST,” delivery apps. It suggested bakeries for consistently popular perks and AI tools for the newly recommended category. SK Telecom said it reviewed those suggestions alongside factors such as the feasibility of partnerships before finalizing the lineup.

What’s on offer from the 12th to the 16th

Food and drink discounts during AI Week vary by membership tier. Six popular Gong Cha drinks are 50 percent off for VIP customers and 30 percent off for Gold and Silver customers, with discount caps of 6,000 won and 5,000 won respectively. Order bhc chicken worth 18,000 won or more on Baedal Minjok, a major Korean delivery app, and VIP customers get 8,000 won off while Gold and Silver customers get 6,000 won off.

Outing benefits cover Lotte World Adventure in Seoul and Busan. T Membership customers can get up to 55 percent off comprehensive admission passes for up to four people including themselves. Those visiting the Seoul park also receive one churro. SK Telecom said the benefit was designed around the autumn festival theme the AI had surfaced.

Reading and AI service passes are part of the package as well. The company lined up a one-month free subscription to Millie’s Library e-books, a 60-day free pass to Yes24’s Crema Club, and a one-month free pass to Polaris Office AI. The running theme turned into a “Lucky Chance Run” event, in which 1,000 participants in an AI-generated game will win prizes including running smartwatches and entries to running events.

Perks that shift with age and visit time

Customers aged 13 to 34 can use “Young Week” benefits from October 5 to 9. A 5,000-won Daiso voucher goes to each of 10,000 people selected in a draw, and the first 30,000 claimants can receive a free Myungrang Hotdog. There are also coupons for a 1,000-won iced americano at Paik’s Coffee, discount coupons for Yoajeong, and discounts on musicals and exhibitions through NOL Ticket.

VIP customers get benefits tied to when they visit. Throughout October, “Happy Hour” runs from 2 to 5 p.m. At Baekmidang, one of five designated drinks is 50 percent off. At Shake Shack, one of two designated burgers is 5,000 won off. Detailed terms are available on the T Membership app and website.

This month’s lineup is an example of AI customer analysis being carried through into actual partner discounts and service passes. Users will need to pick the perks that match their tier, age and visit time. SK Telecom said it will continue using AI to track customer interests and offer benefits with tangible value.