Bill payment, roaming support already live; in-store guidance agent set for Q4

Company aims to make U+one an 'AI-first app'

An LG Uplus employee demonstrates the AI agent feature introduced on U+one. [LG Uplus]
An LG Uplus employee demonstrates the AI agent feature introduced on U+one. [LG Uplus]

LG Uplus is stepping up its push to transform U+one, its integrated customer platform, into a fully AI-driven service — one capable of handling customer requests from start to finish, not just answering questions.

The company announced Tuesday that it is rolling out what it calls an "actionable AI agent" on U+one, upgrading the platform's AI search function from a simple information guide into a tool that can carry out tasks on a customer's behalf.

U+one is LG Uplus's all-in-one customer platform, where users can check their rate plans, review billing and payment details, and browse and subscribe to roaming and add-on services. LG Uplus is now evolving the platform into one where customers can resolve queries entirely through conversation — from getting information and recommendations to completing transactions.

The company launched a bill payment agent in August, followed by a roaming agent in September. Through either feature, customers can chat with an AI to review billing details and understand why their charges changed, pay outstanding balances, or receive personalized roaming product recommendations based on their travel plans and sign up directly within the app.

An LG Uplus employee introduces the roaming agent on U+one. [LG Uplus]
An LG Uplus employee introduces the roaming agent on U+one. [LG Uplus]

The previous AI search function was limited to answering questions and redirecting customers to the relevant screen within the app. The new AI agent goes further: it analyzes a customer's actual usage data, recommends services, and — after the customer confirms — processes payments and subscriptions. Customers can move through the entire process — checking information, receiving analysis and recommendations, and completing a transaction — within a single conversation, without navigating between menus.

The bill payment agent, for example, responds to questions such as "Do I have any unpaid charges?" by displaying the billed amount, outstanding balance and any applicable discounts. If the bill differs from the previous month, the agent breaks down the key contributing factors — roaming, add-on services, micropayments and device installments. Customers can also pay directly within the chat. The AI does not process payments, however, without explicit customer confirmation.

The roaming agent identifies a customer's destination, travel dates and data usage habits through conversation, then recommends a suitable product and handles the subscription. A customer who types something like "I'm heading to Matsuyama, Japan for a two-night, three-day trip and plan to use social media a lot" will receive product recommendations based on the destination, duration and estimated data needs — and can subscribe without leaving the chat.

In addition, LG Uplus plans to launch a store guidance agent in the fourth quarter to strengthen the link between its online and offline customer touchpoints. The feature will recommend nearby stores based on the customer's location and make it easy to check locations on a map, get directions or connect by phone.

"The core of the LG Uplus AI agent is letting customers complete what they need simply and conveniently through conversation alone," said Kim Won-gi, head of LG Uplus's Digital CX Tribe. "Starting with bill payment and roaming, we will expand this experience — one that eases customers' concerns and reinforces their confidence in their choices — across their entire telecom lifestyle."


ko@heraldcorp.com