LG Uplus presented a blueprint for collaboration with global big tech companies Google and Amazon Web Services (AWS) to achieve concrete results in the artificial intelligence (AI) institutional sector.
On the 4th (local time), LG Uplus held a press briefing at MWC 2025 in Barcelona, Spain, where it revealed this direction. During the announcement, LG Uplus President Hong Beom-sik said, "LG Uplus aims to focus on 'human-centered AI' that prioritizes customers using AI rather than the AI technology itself," adding, "Through this, we will provide better (what the customer needs), different (differentiated customer experience), and right (participation and empathy for customers and partners) value to create a bright world."
The strategy for 4A (Assured, Adaptive, Accompanied, Altruistic) Intelligence to create a bright world was also unveiled. First, the focus will be on AI technology that customers can trust and use with peace of mind (Assured), and based on this, the plan is to create a tailored (Adaptive) experience for customers. This strategy aims to develop an AI that accompanies (Accompanied) customers in their everyday lives, ultimately creating an AI that brightens the world and humanity (Altruistic).
At the briefing, President Hong also introduced the status of partnerships with global big tech companies. LG Uplus has signed a strategic partnership to expand the use of Google's AI engine "Gemini" across its AI agent service "ixi-O" at MWC 2025. As the world's first on-device based AI agent, "ixi-O" is expected to evolve into actionable AI that can perform sophisticated analysis, summarization, and recommendations in collaboration with Google.
In the B2B area, collaboration with AWS, which has been discussed for some time, is also taking shape. LG Uplus is in discussions with the global CSP leader AWS regarding collaboration in the AI Cloud sector. President Hong noted, "There has been considerable progress in the discussions with AWS at this MWC, and we will soon be able to share more concrete details."
Hong Beom-sik, who was appointed CEO of LG Uplus in December last year, shared his reflections from the first 100 days and his aspirations as the new CEO during a press briefing. Hong said, "During my first 100 days in leading LG Uplus, I felt that the company plays an excellent role as a Disruptor creating fresh innovation in the market," and added, "LG Uplus has become the first in the world to offer a nationwide LTE network and successfully commercialized 5G, showcasing innovations such as Kids' Land and Netflix services."
President Hong emphasized, "Now, based on solid fundamentals, we will focus on human-centered AI and become an agenda setter leading new changes in the telecommunications and AI markets to create a bright world."