"Copywriting by AI"... Over Half of LG Uplus Employees Rely on AI for Marketing Messages

AI Copywriter Cuts Message Creation Time to 10 Minutes
Analyzes 40,000 Messages and Trains on 5,000; Remembers High-Response Phrases
Memes and Neologisms to Be Included in Q3, with Effectiveness Analysis Planned

"You might miss the pre-order in the blink of an eye."

This is a sentence generated when an LG Uplus employee selects the 'anxiety' emotion while using the 'AI Copywriter' to create promotional phrases for the iPhone 16 pre-order. If the 'expectation' emotion is chosen, another sentence such as "Don't miss out on powerful benefits" is produced.

LG Uplus is significantly improving work productivity by reducing the time required to create marketing messages to one-third of the previous duration through AI-driven marketing phrase generation. As of June 9, according to LG Uplus, more than half of all employees, totaling 6,600 people, are using the 'AI Copywriter' system. Within eight months of its introduction, it has been utilized to create approximately 86,000 marketing phrases.

According to LG Uplus, more than half of all employees, totaling 6,600 people, are using the 'AI Copywriter' system. Within eight months of its introduction, it has been utilized to create approximately 86,000 marketing phrases. Photo by LG Uplus

The strength of the AI Copywriter lies in its ability to segment customer characteristics such as gender, age, and purchasing tendencies, as well as to set various emotions. Employees only need to enter the service name, topic, and a brief description, and the system generates marketing messages for use on the website or membership application. According to the company's analysis, the time required to write marketing phrases?which previously took about 30 minutes?has been reduced to within 10 minutes.

An LG Uplus representative explained, "The current system uses external generative large language models (LLMs) such as ChatGPT, but we plan to replace it with our own model, 'ixi-GEN,' based on accumulated data in the future." Ixi-GEN is an in-house generative AI model trained on telecommunications platform data, based on the hyper-scale AI model 'EXAONE' developed by LG AI Research.

To enable effective phrase generation, LG Uplus analyzed more than 40,000 existing digital channel messages and trained the AI with about 5,000 phrases that received positive customer responses. The AI Copywriter supports not only sales and marketing staff but also employees at directly operated stores, allowing them to easily create customer guidance phrases on-site. In the third quarter of this year, the company plans to add a feature that generates phrases reflecting the latest trends and neologisms, and to continuously improve AI performance by analyzing the effectiveness of messages actually sent.