LG Uplus is focusing on final preparations for its exhibition hall to be unveiled at MWC26 in Barcelona on the 2nd of next month (local time). The core theme of this year's showcase is "Humanizing Every Connection," and the company plans to reveal a future vision created through technologies and services that consolidate people to people. LG Uplus said it used AI from the planning stage to craft the exhibition narrative and design the space to present human-centered AI.
This exhibition especially focused on providing a "hyper-personalized" experience. When visitors enter, they input brief information to receive an individual QR code, and each time they scan the QR at a kiosk inside the hall, tailored experience scenarios are recommended by type. Data accumulated during the experience is reflected in real time in subsequent content and incorporated into AI media art that can be viewed just before exit. The media art is produced as a good and presented upon exit. The entire journey from entry to exit is structured to provide a personalized experience for each individual.
The core theme of human-centered AI is also reflected in the hall's structure. The hall is designed in a radial structure, with key exhibition items arranged around a central media art space. The layout naturally guides visitors toward the media art space as the final stage of their journey. The goal is to provide an experience with people, not technology, at the center.
The spatial design also reflects the company's "4A Intelligence" strategy, incorporating a flow that expands from trust-based AI to personalized services and everyday companion AI, and then to social value. Based on AI technology that customers can trust and use with assurance (Assured), the sequence advances to providing experiences optimized for individuals (Adaptive), then to accompanying everyday life (Accompanied), and ultimately expanding to AI that brightens the world and humanity (Altruistic), a flow embedded in the exhibition route.
In addition, the exhibition introduces a mobile docent to provide audio guides and mobile brochures for each item via QR code. Even without separate guides, visitors can freely tour the hall using the mobile docent, and the data accumulated through this will be reflected in how the exhibition is operated.
Jang Jun-young, head of marketing at LG Uplus, said, "This year's exhibition is not a space to showcase AI technology, but a space that implements the process in which AI understands and consolidates the user's context," adding, "We will present a direction for services based on human-centered AI at MWC."