LGU+ is stepping up final preparations for MWC26, which opens on March 2 local time in Barcelona, Spain.

This year, LGU+'s MWC exhibition theme is "people-centric AI (Humanizing Every Connection)." LGU+ used AI from the exhibition planning stage to build the exhibition story and design the space.

The core of this exhibition is a hyper-personalised experience. When visitors enter and input simple information, they receive an individual QR code. Each time they scan the QR code at kiosks inside the exhibition hall, personalised experience scenarios are recommended. Data accumulated during the experience is reflected in AI-based media art viewed just before visitors exit. The media art is made into goods and provided to visitors.

The booth layout also reflects people-centric AI. It is designed in a radial structure, with major exhibition items arranged around a central media art space. The goal is to provide a people-centric experience by guiding the visitor journey naturally to the final stage, the media art space.

The space design also reflects LGU+'s 4A (Assured, Adaptive, Accompanied, Altruistic) intelligence strategy. It incorporated into the exhibition flow a progression that starts with trustworthy and reliable (Assured) AI, provides experiences optimised for individuals (Adaptive), moves through a stage that accompanies daily life (Accompanied), and ultimately expands to AI that brightens the world and humanity (Altruistic).

It also introduced a mobile docent. Visitors can receive an audio guide and mobile brochures for each exhibition item via their QR code. The data accumulated through this will also be used for exhibition operations.

Joon-young Jang (장준영), head of LGU+'s Marketing Group, said, "This year's exhibition is not a space that shows AI technology, but a space that embodies the process of AI understanding and connecting user context." He added, "We will present the direction of services based on people-centric AI at MWC."