LG Uplus is upgrading the artificial intelligence features of its integrated customer platform U+one from answering questions to carrying out tasks through what it calls AI agents. The company aims to let customers check and pay bills, and get roaming recommendations and sign up for plans, entirely through conversations with AI.
LG Uplus said on the 13th that it will gradually convert U+one's AI search function into an "actionable AI agent" that directly handles the tasks customers want.
U+one is an integrated platform that brings telecom services such as rate plan lookups, bill payments, and roaming and value-added service subscriptions into a single app. While the previous AI search answered customer questions and then directed them to the relevant menu, the new AI agent analyzes customers' actual usage data to recommend services they need and supports payments and subscriptions as well.
LG Uplus introduced a bill payment agent in August, followed by a roaming agent in September. The bill payment agent explains a customer's billed amount, any unpaid balance and discount details, and analyzes the reasons for changes from the previous month. Customers can review items that affected their bill, including roaming or value-added service fees, micropayments and device installment charges. If there is an unpaid balance, customers can pay within the chat window without moving to a separate menu. Payment requires a final confirmation from the customer, and the system also warns of the possibility of double payment.
The roaming agent identifies a customer's destination country, travel dates and data usage habits to recommend a suitable roaming plan and support sign-up. It provides travel-related information and explains the benefits of the plan, and customers can also check their roaming charges after returning. According to LG Uplus, the conversion rate for customers who received recommendations through the roaming agent was about twice as high as under the previous AI search approach.
In the fourth quarter of this year, LG Uplus plans to introduce a store guidance agent that recommends nearby stores based on a customer's location and provides directions and phone connections. Next year, the company will expand AI agents across its major telecom services and strengthen personalization features that draw on usage history and previous conversations. It also plans to add multilingual and voice capabilities to improve accessibility for foreign residents and older adults.
"The core of the U+one AI agent is helping customers easily and conveniently complete the tasks they need through conversation with AI alone, without having to navigate complex menus," said Kim Won-ki, head of LG Uplus' Digital CX Tribe. "Starting with bill payments and roaming, we will expand the AI-based customer experience across all aspects of telecom life."