LG Uplus has unveiled plans to expand globally with its AI-powered call agent, ixi-O, aiming to generate $300 million (approximately 430 billion won) in revenue by 2028. The South Korean telecom company has partnered with Google to integrate its Gemini AI model into ixi-O, enhancing its ability to analyze, summarize, and provide recommendations while ensuring data privacy.
CEO Hong Bum-shik emphasized that the collaboration with global tech giants like Google and AWS will help drive innovation and deliver tangible results in the AI sector.
Integrating Google’s Gemini AI model into ixi-O aims to enhance its ability to analyze call contexts, generate summaries, and provide user recommendations. This upgrade is expected to improve ixi-O’s precision and usability. The telecom company secured approximately 170,000 subscribers by the end of 2024, shortly after launching the service on iOS, followed by an Android rollout after the partnership agreement.
Speaking at his first press conference since taking office, LG Uplus President Hong Bum-shik highlighted the need for “Assured Intelligence” in AI, emphasizing security as the foundation of all AI advancements. He noted that while most companies treat security as an afterthought, LG Uplus has prioritized it. The company’s AI agent, Exio, launched in November 2024, operates entirely on-device without relying on cloud services, making it appealing in markets concerned about data privacy.
Due to its privacy-first approach, Hong pointed out that Exio has drawn interest from global telecom players like Japan’s KDDI and the Middle East’s Jain Group. He stressed that gaining consumer trust requires balancing innovation with responsible AI development, acknowledging that 82% of people surveyed expressed concerns about data security in AI services. While technological advancements bring benefits, he noted that addressing their risks is just as crucial.
Beyond Google, LG Uplus also strengthens ties with Amazon Web Services (AWS) to explore AI-driven cloud solutions. Discussions between the two companies have progressed at MWC 2025, with potential collaboration in sovereign AI, AI contact centers, and AI consulting for enterprises. AWS initially approached LG Uplus to explore opportunities in South Korea, seeing value in the telecom’s AI capabilities.
Hong highlighted that Google’s initiative to partner with LG Uplus was unusual, as the tech giant typically develops its own products and takes a revenue share from sales. However, in this case, Google actively sought to integrate Gemini with ixi-O and expand into the global market. The partnership aims to generate $300 million in revenue by 2028, with both companies working together to scale AI adoption worldwide.
At MWC 2025, LG Uplus introduced its AI security suite, Exy Guardian, featuring Anti-Deep Voice, an On-Device Small Language Model (SLM), and Quantum Cryptography (PQC) technology. These innovations align with the company’s commitment to secure intelligence. President Hong Bum-shik also outlined LG Uplus’ AI strategy, termed “4A”—Assured (safe), Adaptive (tailored), Accompanied (integrated into daily life), and Altruistic (serving as an alternative solution).
Marking his first 100 days as CEO, Hong emphasized LG Uplus’ transformation from a late entrant in telecommunications to a market disruptor. “If we once shook the market as a challenger in telecom, we now aim to become an ‘agenda setter’ in AI,” he stated. With a history of pioneering nationwide LTE and 5G networks, the company now plans to lead AI-driven innovation with a human-centered approach, prioritizing meaningful profit growth over short-term domestic expansion strategies.
