SK Telecom is running an internal campaign to strengthen employees’ personal data protection practices to mark Privacy Protection Day and Privacy Protection Week.

SKT said on Tuesday the campaign was designed to reinforce the importance of personal data protection in work and daily life and to spread protection principles that must be followed in actual business processes.

SKT will encourage all employees to take part in a pledge to practice personal data protection ahead of the campaign period. It will also run a programme on its internal intranet for employees to share personal data protection methods and experiences they use in their work.

Jeong Jae-heon (정재헌), SKT's chief executive officer, said in an internal intranet message, "The more widely AI is used, the more important it will become to protect personal data safely." He added, "Personal data protection is the starting point of customer trust and a principle that everyone must uphold together."

SKT operates 'Privacy First' as a work principle for employees to protect customer information in the AI era. Through internal training and campaigns, it practices personal data protection in business processes and checks risk factors from the use of AI. It also applied the 'Privacy by Design' principle to its work processes to reflect personal data protection from the service planning stage.

AI agents used for internal work are run under a system that manages risks across the entire lifecycle, from development and testing through operation and termination. SKT plans to continue advancing its AI governance system and to keep investing in information security.