LG Uplus said on the 12th that it agreed with Malaysia's telecommunications operator Maxis to push for the launch of the artificial intelligence (AI) call service "ixi-O" in Malaysia. The agreement is the first case in which LG Uplus' global expansion strategy for AI services, unveiled at MWC 2026, has led to actual discussions on overseas business.
For this project, LG Uplus CEO Hong Bum-Shik visited the country in person. Hong and key executives met with CEO Goh Seow Eng, CCBO (chief consumer business officer) Loh Keh Jiat, and CIO (chief information officer) Ng May Ching on the 7th (local time) at Maxis' headquarters in Kuala Lumpur, Malaysia, to discuss plans to commercialize ixi-O locally.
ixi-O is scheduled to launch within the year, tailored to Malaysia's local user environment. Leveraging the multilingual processing capabilities of an on-device AI engine, it will reflect English expressions commonly used in Malaysia, as well as standard English, to provide an AI calling experience suited to local customers' calling environment.
Maxis is a leading integrated telecommunications services company in Malaysia. Based on 10 million mobile subscribers, it spans fixed-line and broadband network services and has broad 4G and 5G coverage in Malaysia. The two companies are also reviewing ways to expand business ties to AI-based smart home services and B2B (business-to-business) solutions, using the launch of ixi-O as a springboard.
Hong said, "We are localizing ixi-O to fit Malaysia's telecommunications environment and preparing it as a service that real customers can use," adding, "Based on the AI experience accumulated in Korea, we will work to expand the global market focused on AI software as a service."
Maxis CEO Goh Seow Eng said, "ixi-O is a meaningful service in terms of customer value," adding, "LG Uplus' security technology and its on-device AI technology that supports local languages were impressive."