LG Uplus is finalizing preparations for its exhibition pavilion at MWC 2026, which opens on March 2 (local time) in Barcelona, Spain.
The core theme of this year’s exhibition is “Humanizing Every Connection,” emphasizing a future shaped by technologies and services that connect people with people. The company said it utilized AI from the planning stage to design the exhibition storyline and spatial layout.
A key focus of the exhibition is delivering a hyper-personalized experience. Upon entry, visitors input basic information and receive an individual QR code. Each time the QR code is scanned at kiosks within the pavilion, customized experience scenarios are recommended. Data accumulated throughout the visit is reflected in real time in subsequent content and ultimately incorporated into a personalized AI media art piece showcased before exit. The media art is then produced as a souvenir for visitors. The entire journey—from entry to exit—is structured around individualized engagement.
The pavilion’s spatial design also embodies the human-centered AI concept. Built around a central media art zone, the exhibition adopts a radial layout in which major display items are arranged around the core. This structure guides visitors naturally toward the final media art space, reinforcing the idea that people, rather than technology itself, are at the center of the experience.
LG Uplus also integrated its 4A Intelligence strategy—Assured, Adaptive, Accompanied, and Altruistic—into the exhibition flow. The journey begins with trustworthy and secure AI (Assured), progresses to optimized and personalized experiences (Adaptive), extends to AI that accompanies daily life (Accompanied), and ultimately envisions AI contributing positively to society and humanity (Altruistic).
In addition, the company introduced a mobile docent system that provides audio guides and mobile brochures for each exhibit item via QR codes. Visitors can explore the pavilion independently without dedicated guides, while the accumulated data will be utilized to enhance future exhibition operations.
Jang Jun-young, Head of Marketing Group at LG Uplus, said the exhibition is designed not merely to display AI technologies but to demonstrate how AI understands user context and creates meaningful connections. He added that the company will present its vision for human-centered AI services at MWC.
