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- NAMUH^X wellness robot debuts with buzz-worthy features like autonomous air purification and real-time health tracking

- Silicon Valley–based AI startup PhnyX Lab preparing collaborative models with pharmaceutical firms

- President Sunghwan Choi takes the lead in advancing AI initiatives through global tech networks

- “By creating technology that serves people, we move closer to our future vision and enhance long-term sustainability.”

As part of its company-wide push to enhance corporate value, SK Networks—positioning itself as a next-generation AI-focused holding company—is making headlines for turning strategy into action. From securing core AI technologies and integrating them into existing business lines to expanding infrastructure, the company is generating results that align closely with its strategic direction—capturing strong interest from stakeholders across the board.

On the 8th, SK Networks (CEO: Hojeong Lee) announced that it is gaining real momentum in its transformation into an AI-driven enterprise, with concrete business models now taking shape across both its headquarters and subsidiaries. One key milestone in this journey is the launch of its dedicated AI brand, NAMUH^X. 

NAMUH^X, SK Networks’ wellness robotics brand, is already making waves. Focused on driving wellness innovation through robotics, the brand generated major buzz last month after its teaser video—released in early April—surpassed 9 million cumulative views. Leveraging this heightened interest, SK Networks hosted a high-profile launch showcase on April 23 at the Walkerhill Hotel & Resort. Born under the company’s broader AI strategy and powered by the assets of SK Magic, NAMUH^X represents a bold step into the wellness-tech space. While drawing on SK Magic’s expertise, the brand distinguishes itself with cutting-edge features and services that break away from the company’s traditional product lines, carving out its own identity through unique brand communication. 

At the NAMUH^X showcase, the featured wellness robot wowed attendees—including industry insiders and tech influencers—with live demonstrations of its air purification system, vital sign monitoring, and interactive service features. Observers were particularly impressed by the robot’s ability to autonomously navigate toward polluted areas and deliver precision air quality management, as well as its contactless facial recognition technology, which enabled real-time measurement of stress levels, pulse, and oxygen saturation. In a 60-pyeong (approximately 2,100 sq. ft.) test environment, the NAMUH^X wellness robot demonstrated air purification performance that outpaced traditional fixed units by a wide margin—reducing pollutant levels by 80% more than three stationary air purifiers and achieving a cleaning speed over three times faster. The results underscore both the innovative edge and practical value of the product. Following its debut at the NAMUH^X showcase, the wellness robot drew further attention at the 2025 World IT Show held at COEX. Looking ahead, SK Networks plans to open pre-orders in June, with a full commercial launch slated for July. The company is also setting its sights beyond Korea, with plans to expand into global markets including the United States and Malaysia.

PhnyX Lab, an AI startup staffed by top-tier talent from Silicon Valley, is also starting to deliver measurable results. Late last year, the company launched ‘Cheiron’, Korea’s first modular RAG (Retrieval-Augmented Generation)–based AI solution tailored for the pharmaceutical industry—a breakthrough that is now being used by over 20 pharmaceutical companies. PhnyX Lab is accelerating its go-to-market efforts by developing customized collaboration models and expanding solution capabilities to meet the specific needs of corporate clients. The company also plays a critical role in powering the AI brain behind the NAMUH^X wellness robot, contributing to a range of forward-looking innovation initiatives across SK Networks’ AI ecosystem.

Much of the spotlight also falls on Sunghwan Choi, President at SK Networks, whose leadership is seen as pivotal in driving the company’s AI-forward strategy. Serving as Executive Advisor (EA) to both NAMUH^X and PhnyX Lab, Choi has played a key role in building out SK Networks’ global tech network, Hicosystem, while spearheading efforts to scale the company’s AI value chain. His role has also been instrumental in driving new business opportunities through an open innovation ecosystem. At the NAMUH^X showcase, where he publicly unveiled the wellness robot, he strated, “We must move beyond a world where people chase after technology; instead, technology should come to people.” His words captured the brand’s core identity of driving human-centric innovation, aligning with SK Networks’ broader commitment to integrating AI in ways that elevate everyday life and personal well-being. Choi is expected to remain deeply engaged in advancing SK Networks’ AI ventures.

SK Networks is also making strong headway in embedding AI into its existing business operations. SK Speedmate, following a strategic partnership with German automotive data firm DAT last year, has been exploring AI applications in its parts platform business. The company is set to roll out an AI-powered automated estimate system for accident repairs before the end of the year.

Walkerhill Hotel & Resort has already piloted personalized wellness programs for guests in collaboration with an AI healthcare firm, and recently launched the “Walkerhill AI Guide,” an interactive, AI-based concierge service designed to elevate the guest experience. In the ICT recycling space, MINTIT became the first in the industry to deploy AI deep learning technology for unmanned smartphone inspections—enhancing the accuracy of used phone grading and boosting trust in secondhand transactions.

Meanwhile, En-core, a leading data solutions company under the SK Networks umbrella, is utilizing its data asset capabilities to form new partnerships and build integrated data services for AI applications, positioning itself for further growth through platform-driven business models.

As it charts the next chapter, SK Networks plans to continue supporting its portfolio companies in discovering and scaling AI-integrated business models, with a clear focus on turning its long-term vision into near-term reality while enhancing its competitiveness in a rapidly evolving global tech landscape. “The advancement of AI technology is an unstoppable global force,” said Hojeong Lee, CEO of SK Networks. “With our solid financial foundation, we are committed to delivering tangible results—like NAMUH^X and Cheiron—that reflect our mission to democratize AI in a way that’s relevant for this era.” He added, “Rather than chasing short-term gains through AI products and solutions, our aim is to lead the expansion of the industrial ecosystem and support long-term sustainability through global technological leadership.”

[Photo 1]

Sunghwan Choi, President at SK Networks and Executive Advisor to NAMUH^X, demonstrates the wellness robot during the official showcase held on April 23.

[Photo 2]

At the PhnyX Lab launch event in December 2023, CEO Minseok Bae (right) and CPO Jiho Park (left) present a demo of Cheiron, a modular RAG-based AI solution tailored for the pharmaceutical industry.

[Photo 3]

SK Networks CEO Hojeong Lee speaks to shareholders about the company’s AI strategic direction during the annual general meeting held in March 2024.