BARCELONA — At the opening ceremony of MWC26, the world’s largest mobile communications exhibition, LG Uplus CEO Hong Beom-sik delivered a keynote address outlining the company’s vision to reshape voice communication through its AI call agent, ixi-O.
Speaking on March 2 (local time) in Barcelona, Hong represented South Korea’s telecom sector on the global stage. It marked the first time LG Uplus — and the broader LG Group — has delivered an official keynote at MWC.
Under the theme “Humanizing Every Connection,” Hong argued that voice will emerge as the core interface in an era saturated with AI technologies and smart devices.
He began his speech with a personal story about receiving a phone call from his son, who lives overseas, sharing news about his grandchild. Hong emphasized that the emotional resonance of voice cannot be replicated by text or email, noting that even an average five-minute phone conversation can convey deep human connection.
“Despite countless technological innovations, the calling experience itself has changed little — and in some cases has even become inconvenient,” Hong said. “With AI call agents, we aim to restore voice as the essential means of human connection.”
The company’s AI call agent, ixi-O, introduced during the keynote, features proactive safety capabilities such as detecting suspected spam signals in advance and analyzing call context to identify potential voice phishing attempts. Users can also summon AI assistance during calls to search for relevant information in real time.
LG Uplus has strengthened its on-device AI capabilities based on LG Group’s large language model, EXAONE, enhancing privacy protection by processing more data directly on users’ devices. According to the company, the launch of ixi-O has contributed to higher Net Promoter Scores (NPS) and reduced customer churn.
Hong outlined the next phase of AI evolution, stating that AI assistants will move beyond passively waiting for user commands. “We are entering a stage where AI understands conversational context and proactively identifies what needs to be done,” he said.
A video shown during the presentation depicted a family rediscovering a “mother’s secret recipe” with the help of ixi-O. While AI provided clues, the story concluded with a family reunion, reinforcing the message that technology’s true purpose is to connect people.
Looking ahead, Hong predicted that voice will serve as the central interface in a future shaped by smart glasses, AI agents, and physical AI technologies. “An advanced voice agent that deeply understands individuals and safeguards everyday life will become the core of future communication,” he said.
Hong also positioned ixi-O not merely as a service but as a potential new global standard for voice calls, proposing collaboration with telecom operators worldwide. “Industry-wide cooperation is essential to realize AI for all,” he added.
MWC26’s keynote lineup also included John Stankey, CEO of AT&T; Cristiano R. Amon, CEO of Qualcomm; and Justin Hotard, CEO of Nokia, underscoring the event’s global significance.
