LGU+ Expands Customer Touchpoints with 'Meta'... Supports Chatbot and Reels Production (Comprehensive)

On the 11th, U+ holds a 'Marketing Press Briefing'
"Collaboration on Two Projects with Meta"
Customer Analysis, Message Delivery, and Ad Production Also Powered by AI

LG Uplus, which is applying artificial intelligence (AI) across all marketing areas, announced plans to expand customer touchpoints by partnering with global big tech company Meta. The company will apply an AI chatbot to its official Instagram messenger and support the production of short-form videos called 'Reels.'

On the morning of the 1st, Jung Hye-yoon, Head of Marketing Group (Executive Director) at LG Uplus, is presenting at LG Uplus's online press conference titled 'AX Era, Growing with ixi in U+ Marketing.' Photo by LG Uplus

On the 11th, LG Uplus held an online press conference titled 'AX Era, U+ Marketing Growing with ixi' to introduce the AI-based marketing achievements in the first half of the year and future plans. Hye-yoon Jeong, Head of Marketing Group (Senior Executive Director) at LG Uplus, stated, "We are utilizing ixi in various ways for communication so that customers can experience generative AI," adding, "By collaborating on two projects with Meta for the first time in Korea, we aim to provide meaningful experiences."

ixi is LG Uplus's proprietary AI technology. Since early this year, LG Uplus has been carrying out the 'ixi Production' project to innovate all marketing areas centered on AI.

As early as the second half of this year, LG Uplus plans to introduce the ixi chatbot to the official ixi Instagram messenger, allowing general users to try ixi. Hee-jin Kim, Head of Integrated Brand Marketing Team, said, "Depending on the categories used for training Meta's ixi chatbot, it is expected to provide various chatbot experiences such as promotions and memberships." Young-seop Han, AI Technology Manager, added, "A safety layer technology is applied to verify whether the information provided is fact-based and necessary, reducing hallucinations."

Screenshot of LG Uplus official Instagram account

LG Uplus also pioneered vertical Reels production using AI in collaboration with Meta. ixi automatically classifies key frames of videos, enabling quick conversion of videos originally produced in standard TV ratios into vertical format. Kim explained, "AI edits highlight cuts from 30-second TV commercials to create Reels," adding, "AI Reels ads have been running since the day before."

In addition, LG Uplus is preparing the third round of the creator growth support program 'Boosters' with Meta. Through the first and second rounds, a total of 2,097 cumulative pieces of content and 44.97 million cumulative views were achieved.

LG Uplus is also producing advertisements solely with AI technology, without filming equipment or personnel. This allows for various productions such as unrealistic camera work starting inside a home and sweeping across an entire city, and 'morphing techniques' where one shape transforms into a completely different form. Group Head Jeong said, "Traditional CG work is difficult to produce multiple versions due to cost and schedule constraints, but with ixi, videos and images can be generated and deleted repeatedly based on commands to create videos."

LG Uplus is also utilizing 'Target Insight,' a customer analysis solution based on ixi developed last year. Target Insight provides reports on customer analysis results and target customers by service. Through this, the analysis period, which previously took up to three months, has been reduced to two days, and targeting performance has improved up to five times.

Going forward, LG Uplus plans to apply 'ixigen,' the generative AI version of ixi, to enhance the solution so that even those without development capabilities can perform customer analysis by inputting commands conversationally.

On the morning of the 11th, during the Q&A session of LG Uplus's online press conference "AX Era, Growing with ixi U+ Marketing," (from left) Han Youngseop, AI Technology Manager, Jung Hyeyoon, Marketing Group Leader (Executive Director), Heo Namkyung, CXM Manager, and Kim Heejin, Integrated Brand Marketing Team Leader, are answering questions. Photo by LG Uplus

The 'AI Copywriter' was applied to deliver messages such as texts or app push notifications to customers selected through the Target Insight solution. This solution automatically recommends messages tailored to customer characteristics. LG Uplus developed the solution by extracting about 6,500 messages that conveyed positive emotions from 140,000 messages sent over several years and training ixi with them.

After a three-month pilot operation of the AI Copywriter, LG Uplus reported that message production time was reduced to one-third of the previous time, and the URL click-through rate of messages sent to customers increased by 140%. Additionally, AI is being used to produce goods featuring the representative character 'Mooneo.'

LG Uplus plans to continuously increase customer touchpoints through AI. On this day, LG Uplus unveiled the world's first 'AI Wallpaper Service.' Customers can select keywords to be included in the 'prompter' (generative AI command), and AI creates smartphone wallpaper images matching the concept. Interactive outdoor advertisements can be experienced at about 20 locations, including Gangnam-daero and Yongsan in Seoul.

LG Uplus also plans to expand AI-based marketing solutions applied internally to the business-to-business (B2B) market. Group Head Jeong said, "LG Uplus is a pioneer in utilizing AI in marketing and is conducting various experiments," adding, "We hope to support this as a marketing solution so that other brands can understand customer characteristics and have opportunities to communicate."

Meanwhile, LG Uplus previously unveiled a new brand slogan, 'Growth Leading AX Company,' which signifies the company's commitment to growing together with customers through AI transformation.