SK Networks charts bold AI vision

SK Networks President Choi Sung-hwan showcases NamuhX's wellness robot at Walkerhill Hotel and Resort in Seoul, April 23. Courtesy of SK Networks

SK Networks said Thursday it has produced tangible results in its ongoing efforts to transition from a trading firm to an artificial intelligence (AI) company.

Last month, the company launched a new brand, NamuhX, aimed at promoting wellness through robotics.

After a teaser ad for the brand garnered more than 9 million views, SK Networks showcased its wellness robot, which can purify air, monitor vital signs and engage in conversation with users. The robot was also exhibited at the World IT Show 2025 in Seoul from April 24 to 26.

SK Networks will begin selling the robot in July, with preorders starting next month. The company also plans to expand sales to the United States, Malaysia and various other countries.

"Rather than people chasing technology, technology should reach out to people," said SK Networks President Choi Sung-hwan, who also serves as executive adviser to NamuhX and PhnyX Lab, the company's in-house venture consisting of AI experts from Silicon Valley.

Late last year, PhnyX Lab unveiled Cheiron, Korea's first modular retrieval augmented generation-based AI solution tailored for the pharmaceutical industry. According to SK Networks, more than 20 pharmaceutical firms are currently using the solution.

PhnyX Lab is also involved in several projects, including developing the AI system that serves as the brain of NamuhX's wellness robot.

"The in-house venture is gearing up for full-scale market entry by developing collaboration models tailored to individual enterprises and expanding its range of new features," an SK Networks official said.

SK Networks has also continued efforts to integrate AI technologies into its existing business units.

SK SpeedMate, the company's car repair subsidiary, plans to implement an AI system that can estimate repair costs for vehicles involved in accidents. Last year, SK SpeedMate partnered with DAT, a German automotive data company, to explore AI applications in the distribution of auto parts.

Walkerhill Hotels and Resorts, another SK Networks affiliate, collaborated with an AI health care company to offer customized wellness programs for guests. The hotel operator also recently launched a guide service powered by conversational AI.

Mintit, an SK Networks subsidiary specializing in recycling used mobile phones, utilizes deep learning technology to grade devices through the industry's first unmanned evaluation system.

En-core, the company's data management unit, has also expanded its presence by leveraging AI technologies.

"As the advancement of AI has become an unstoppable global trend, SK Networks will pursue the 'democratization of AI' with our solid financial soundness and tangible outcomes, such as NamuhX and Cheiron," SK Networks CEO Lee Ho-jeong said.

"Rather than focusing solely on short-term profits from new AI-related products and solutions, we will lead the expansion of the industrial ecosystem and help companies enhance their sustainability."