KT is transforming the customer experience across its digital services, including applications, websites, and text messaging, by leveraging artificial intelligence (AI).
On November 12, KT announced the establishment of an enhanced user experience (UX) design system, 'KDS 2.0,' and the introduction of an AI agent to assist in drafting and reviewing customer communication messages.
KDS serves as a common standard for screen layouts, design elements, and guidance phrases applied to KT's digital services. The initial version, KDS 1.0, was unveiled last year and established core values and design principles based on customer research, focusing on 'trust, innovation, and convenience.'
A significant change in KDS 2.0 is that AI can now directly read and utilize the design guidelines previously referenced by humans.
KT has developed a 'KDS Harness' that allows AI to structure screens according to design standards and verify the results. This aims to reduce the repetitive design tasks and revisions during the service development process, ensuring consistent screen layouts and user experiences across various services.
KDS is already in use for actual services, including the revamped My KT launched in September, as well as KT.com and Direct Shop. It has also been integrated into the AI model platform, Token Factory.
Token Factory, in particular, has improved development efficiency by conducting planning, design, and development processes in parallel while automating repetitive coding and documentation tasks. This approach has reduced the development timeline from approximately eight months to about 2.4 months for handling 424 functional requirements, 25 components, and around 1.1 million lines of code.
KT is also enhancing its methods of delivering information to customers. The company sends approximately 170 million text messages to inform customers about billing, service usage, and various benefits. To make the guidance easier to understand, KT has revised its UC writing guidelines and simplified complex telecommunications jargon.
On October 30, KT officially launched an AI-based 'Message Generation Agent' within the company. This tool helps draft and review messages to ensure compliance with KT's writing standards and relevant legal requirements.
On November 20, KT plans to introduce a 'Customer Language Agent' that will review phrases used across customer touchpoints, including apps, websites, and text messages, converting difficult terms and sentences into simpler, clearer expressions to help customers quickly grasp the necessary information.
Through KDS 2.0 and AI agents, KT is transitioning its design and customer communication processes to an AI-driven approach.
In addition to screen layouts and guidance phrases, KT is standardizing visual expressions such as colors, graphics, and photographs. The design direction is set towards premium minimalism, reducing unnecessary elements to allow customers to easily and clearly access the information they need.
Won Man-ho, head of KT's AX Platform Division, stated, "Customers experience all of KT's digital touchpoints—apps, websites, text messages, and consultations—as a single experience. By enhancing design consistency with KDS 2.0 and transitioning customer communication tasks to an AI-driven approach, we are improving both productivity and customer experience. In the future, we aim to expand the application of AX to ensure a simple, consistent, and trustworthy 'one KT experience' at every touchpoint."
* This article has been translated by AI.
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