LG Uplus CEO Unveils AI Voice Assistant ixi-O at MWC 2026

"In an era of countless artificial intelligence technologies and devices, voice remains a crucial interface. We will develop ixi-O into a hyper-personalized AI assistant."

Hong Bum-shik, CEO of LG Uplus, introduced the company's proprietary AI call agent "ixi-O" to a global audience in a keynote address at Mobile World Congress 2026, the world's largest mobile telecommunications exhibition, which opened in Barcelona, Spain on Monday. Hong was the only CEO among Korean telecom companies to deliver a keynote speech at this year's event.

Hong outlined his vision to open a new future for voice communication through ixi-O, emphasizing that the evolved voice agent will become a core technology for future communication.

"Until now, AI has been an assistant that executes commands, but going forward it will evolve into an intelligent agent that understands context and finds tasks to perform on its own," Hong said. "Ultimately, an evolved voice agent that understands me most deeply and takes responsibility for my daily safety will become the core of future communication."

In keeping with his theme of "human-centered AI," Hong shared a personal story about a phone call with his son. He recalled the moment he learned from his son living in Boston that he had become a grandfather, emphasizing the overwhelming emotion that only voice can convey—something text messages or emails cannot replicate. The audience responded with warm applause.

A video embodying the philosophy of human-centered AI was shown during the speech, leaving a lasting impression on attendees. It depicted a family longing for the taste of dishes their mother once prepared, using ixi-O to discover her secret recipes.

"We spend an average of about five minutes a day on voice calls, during which countless emotional exchanges occur," Hong said. "Our goal is to ensure that voice connects naturally with our lives and creates human experiences."

Hong also introduced various features of ixi-O. Starting as an AI call application, ixi-O has expanded its capabilities to detect suspicious signals such as spam in advance and identify voice phishing by analyzing call context. The service also allows users to summon AI during calls to search for needed information. LG Uplus is advancing ixi-O's on-device technology based on EXAONE, LG Group's large language model. Since ixi-O's introduction, the company's Net Promoter Score has risen and user churn rates have decreased significantly, according to Hong.

Hong predicted that the value of voice will remain important even in the post-mobile era.

"In an age where countless devices are emerging—wearable devices like smart glasses, AI agents, and even physical AI—voice will serve as the interface at the center of it all," he said.

Hong also emphasized cooperation with global telecom carriers.

"ixi-O is building its foundation for growth as a representative example of AI popularization that Korea is pursuing, but the journey to leap forward as a universal AI assistant cannot be completed through LG Uplus's efforts alone," he said. "What we want to create is a new standard for voice calls and AI for everyone."

He concluded: "I believe that if the telecom companies gathered here continue to collaborate, carriers can become global AI leaders creating better customer experiences in voice communication. If you share the future LG Uplus dreams of, please contact us anytime."