LG Uplus Partners with Toss for Joint Marketing Collaboration Based on AI 'Ixy'

Collaboration on Applying Toss B2B Service IXI Features
Digital Innovation Strategy Leading AI Marketing

LG Uplus announced on the 22nd that it has signed a business agreement for a technology partnership involving its proprietary artificial intelligence (AI) 'ixi' with Viva Republica, the operator of the mobile financial service 'Toss.'

Lee Seung-geon, CEO of Toss (right), and Jung Soo-heon, Head of LG Uplus Consumer Division, are taking a commemorative photo after signing a business agreement at the LG Uplus Yongsan headquarters on the 21st.

Through this agreement, both companies will engage in strategic marketing collaboration based on AI technology. The core of the partnership is to provide content created using ixi on the Toss application.

Previously, since September, the two companies conducted A/B testing via the Toss app to understand the preferences and effectiveness of AI-based content. A/B testing is a method for selecting the optimal option among various proposals by dividing users into two groups, showing each group different versions randomly, and analyzing their responses. The companies plan to incorporate the results of this analysis into future joint marketing efforts.

They are also discussing ways to integrate the intellectual property (IP) of ixi and Toss, and plan to continue cooperating to apply ixi’s functions to Toss’s business-to-business (B2B) services in the future.

This collaboration with Toss is part of LG Uplus’s 'ixi Production' project this year, which applies AI across all areas of marketing to innovate customer experience. Through this, they aim not only to provide a differentiated experience that allows the 28 million Toss customers to easily and naturally engage with AI but also to position themselves as a digital innovation company leading AI marketing.

The business agreement ceremony held on the 21st was attended by key figures including LG Uplus’s Jung Soo-heon, Vice President and Head of the Consumer Division; Jung Hye-yoon, Executive Director of the Marketing Group; Han Young-seop, Head of AI Tech Lab; Kim Hee-jin, Head of Integrated Brand Marketing Team; as well as Toss’s CEO Lee Seung-gun and Kim Hyung-bin, Vice President and Head of Advertising Division.

Vice President Jung said, "We will provide the Alpha and Z generation customers, born from the mid-1990s to after 2010, with differentiated digital experiences they have never encountered before, together with Toss, which has brought digital innovation to the financial industry."

CEO Lee stated, "We look forward to writing a new chapter of digital innovation together with LG Uplus, which possesses outstanding AI technology, and Toss, which has a broad user base spanning all age groups."