  We construct a generalized cusped Wilson loop operator in N = 6 super
Chern-Simons-matter theories which is locally invariant under half of the
supercharges. It depends on two parameters and interpolates smoothly between
the 1/2 BPS line or circle and a pair of antiparallel lines, representing a
natural generalization of the quark-antiquark potential in ABJ(M) theories. For
particular choices of the parameters we obtain 1/6 BPS configurations that,
mapped on S^2 by a conformal transformation, realize a three-dimensional
analogue of the wedge DGRT Wilson loop of N = 4. The cusp couples, in addition
to the gauge and scalar fields of the theory, also to the fermions in the
bifundamental representation of the U(N)xU(M) gauge group and its expectation
value is expressed as the holonomy of a suitable superconnection. We discuss
the definition of these observables in terms of traces and the role of the
boundary conditions of fermions along the loop. We perform a complete two-loop
analysis, obtaining an explicit result for the generalized cusp at the second
non-trivial order, from which we read off the interaction potential between
heavy 1/2 BPS particles in the ABJ(M) model. Our results open the possibility
to explore in the three-dimensional case the connection between localization
properties and integrability, recently advocated in D = 4.
