LG Uplus Transitions to Actionable AI Agent for Customer Service

LG Uplus announced on October 13 that it will gradually transition its AI search feature on the integrated customer platform 'U+one' from answering customer inquiries and guiding menu options to an 'Actionable AI Agent' that can handle customer tasks.

U+one is LG Uplus's customer platform that consolidates its communication services into a single application. Customers can check their plans, billing, and payment information, as well as explore and subscribe to necessary products such as roaming and additional services. LG Uplus is integrating AI to evolve the platform into one that connects information guidance with recommendations and actions through conversation.

In August, the company introduced a billing agent, followed by a roaming agent in September. The billing agent provides information on billing amounts, outstanding payments, and discounts, and explains any changes in charges from the previous month by analyzing key variables such as roaming, additional services, and small payments. If payment is required, customers can complete the transaction within the conversation without navigating to a separate menu.

The roaming agent identifies suitable products based on the customer's travel destination, schedule, and data usage preferences through conversation, facilitating the entire process from product exploration to subscription. This improved customer experience has resulted in a conversion rate for recommended products that is nearly double that of the previous AI search method, which directed users to related app screens.

To strengthen the connection between online and offline customer touchpoints, LG Uplus plans to introduce a 'store guidance agent' in the fourth quarter. This agent will recommend nearby stores based on the customer's location and assist with map navigation and phone connections.

Next year, the company aims to expand conversational agents across its major communication services, utilizing customer history and previous conversations to reduce the need for customers to repeatedly explain their issues. Multilingual and voice features will also be implemented to enhance accessibility for foreign and senior customers. Ultimately, LG Uplus plans to develop an 'AI First app' that allows customers to simply speak their needs into an input field, enabling the AI to suggest and process appropriate services without the need to search through individual menus.

Kim Won-ki, head of LG Uplus's Digital CX Tribe, stated, "The core of the U+one AI Agent is to help customers complete necessary tasks easily and conveniently through conversation with AI, without having to navigate complex menus. Starting with billing and roaming, we will expand the 'Simply U+' experience, which alleviates customer concerns and enhances their confidence in choices, across all aspects of communication life."