A Global AI Ambition, Built Across Two Worlds

In 2024, SK Telecom’s Global AI Platform set out to enter the U.S. market with an ambitious goal: build an AI assistant that could compete globally.

With a production team in Korea and a strategy and design team in San Francisco, we were tasked with shaping Aster from 0 → 1.


The ambition was huge — 1.5m downloads in a year, with a $10m marketing budget. But we had no product direction, no clear audience, and no unified vision and the clock was ticking...