LG Uplus said on Tuesday it will upgrade AI search functions on its integrated customer platform, U+one, and shift it into an "Actionable AI agent" that handles actual work tasks.

U+one is a platform that lets users access LG Uplus telecom services in a single app, including checking rate plans and billing and payment information, and signing up for roaming and add-on services. LG Uplus is advancing the service by incorporating AI so users can resolve everything through conversation, from information guidance to product recommendations and sign-ups.

LG Uplus introduced a bill payment agent in August and added a roaming agent in September. The bill payment agent provides billing amounts, overdue status and discount details. If a customer asks why the bill rose from the previous month, it analyzes and explains major change items such as roaming, add-on services, small payments and device installment payments. Customers can also pay bills within the chat without moving to a separate menu.

The roaming agent identifies travel country, schedule and data usage preferences to recommend suitable products and support sign-ups. If a customer enters the destination, travel period and expected data usage, it provides roaming products that match the conditions. Customers can subscribe to the product within the chat without moving to a separate screen.

It also provides travel tips, local payment information, checks key benefits of subscribed products and allows users to view roaming usage fees. LG Uplus said the subscription conversion rate of customers who received product recommendations through the roaming agent was about twice as high as its previous AI search method that linked users to related app screens.

LG Uplus plans to introduce a store-guide agent in the fourth quarter this year that recommends nearby stores based on a customer's location. Next year, it will expand conversational agents across major telecom services. It also plans to reduce repeated information entry and introduce multilingual and voice functions to improve convenience for foreign and senior customers.

In the longer term, it aims to develop U+one into an "AI-first app" in which customers do not need to find individual menus and, by describing what they want in a single input box, AI suggests suitable services and supports task completion.

Won-ki Kim (김원기), head of LG Uplus' Digital CX Tribe, said the core of the U+one AI agent is to help users finish necessary tasks easily and conveniently through conversation with AI alone. He said the company will expand the "Simply U+" experience across the full range of telecom life, starting with bill payment and roaming, to reduce customer concerns and increase confidence in their choices.