SK Telecom will use AI to analyse customers' membership usage patterns and interests and reflect the results in planning October T Membership benefits.

SK Telecom said on Wednesday it put together October T Membership benefits based on benefit concepts and brand candidates proposed by its in-house "marketing AI agent".

The marketing AI agent conducts a comprehensive analysis of customer behaviour data such as traffic and logs on the T Membership app, along with search and consumption trends. It also analyses benefit usage by customer age, gender and membership tier. Based on this, it proposes benefits and candidate partner brands.

For October, it suggested key concepts including "autumn festivals", "reading" and "running". The recommended benefit groups also included trendy dining and cafes for customers in their 20s and 30s, delivery apps for VIP customers, and bakeries and AI tools.

SK Telecom built the actual benefits based on what the AI proposed. It will run the T day "Special Week" held from Oct. 12 to 16 as an "AI Week" and offer food, outings and reading-related benefits.

At Gong Cha, VIP customers will get 50 percent off up to a limit of 6,000 won for 6 popular drinks. Gold and Silver customers can receive 30 percent off up to a limit of 5,000 won. On Baemin, VIP customers will get an 8,000 won discount and Gold and Silver customers a 6,000 won discount when ordering bhc chicken for 18,000 won or more.

For autumn outing benefits, it will offer up to a 55 percent discount on all-day passes for Lotte World Adventure Seoul and Busan. It will also provide a 1-month free subscription to Millie's Library e-books, 60 days of free access to Yes24 Crema Club, and 1 month of free access to Polaris Office AI.

It will also run a "Lucky Chance Run" event using the running concept proposed by the AI. SKT will select 1,000 customers by drawing lots from among those who take part in a game produced by AI and give away Garmin running GPS smartwatches and tickets to take part in the "2026 Brave Cookie Run in Seoul", among other prizes.

"Young Week" for customers aged 13 to 34 will run from Oct. 5 to 9. Benefits include a prize draw for a 5,000 won Daiso voucher, free giveaways from Myungrang Hotdog, discounts on Paik's Coffee Americanos, discounts on Yoajeong yogurt ice cream, and discounts on musicals and exhibitions.

During "Happy Hour" running from 2 p.m. to 5 p.m. throughout October, VIP customers will get 50 percent off Baekmidang signature drinks and a 5,000 won discount on Shake Shack burgers.

Yoon Jae-woong (윤재웅), head of product and brand at SK Telecom, said, "We will continue to use AI to closely examine changing customer interests and trends and keep offering membership benefits that customers can feel."