LG Uplus is set to launch its AI-powered calling service “ixi-O” in Malaysia, marking the company's first overseas export of an artificial intelligence software solution. It is also the first time a Korean AI calling application has entered the global market since CEO Hong Bum-shik declared the company's transition into an AI software-focused business.
On May 12, LG Uplus announced that it had signed a commercial deployment agreement for ixi-O with Malaysian telecom operator Maxis.
Hong and other top executives recently visited Maxis headquarters in Kuala Lumpur, where they discussed local rollout strategies for the service with Maxis CEO Goh Seow Eng.
The Malaysian version of ixi-O will be offered as a customized AI software-as-a-service (SaaS) platform. Users in Malaysia will have access to the same major features currently available in Korea, including AI-powered call recording and summarization, virtual assistant functions, and real-time voice phishing detection.
The service will also support recording for WhatsApp calls, which are widely used by local customers.
Powered by an on-device AI engine with multilingual capabilities, ixi-O will support not only English but also Bahasa Malaysia and Manglish, the localized English dialect commonly spoken in Malaysia.
LG Uplus said it aims to deliver an AI calling experience tailored to local communication habits and plans to use Malaysia as a strategic hub for expanding its AI services into global markets.
Maxis is one of Malaysia's leading telecom providers, with around 10 million mobile subscribers. The company highlighted LG Uplus' on-device AI technology as a particularly impressive strength.
Following the launch of “ixi-O,” the two companies plan to expand their partnership into additional areas, including AI-powered smart home services and business-to-business (B2B) solutions.
The overseas expansion of ixi-O is considered a significant milestone for LG Uplus, as it marks the realization of the company's vision of becoming a global AI software provider -- a strategy first unveiled at MWC 2026. At the time, LG Uplus said it was in discussions with 13 overseas telecom operators regarding the supply and cooperation of the AI calling service.
Using Malaysia as its first international reference case, the company is now seeking additional expansion opportunities in key markets such as Indonesia.
In a message posted on the company's internal board, CEO Hong Bum-shik said, “This agreement represents the first software export in LG Uplus history and the first overseas sale of an AI service that we planned and developed ourselves. It marks the first step toward becoming a true AI software company and will serve as a foundation for building a global business operation system.”
Maxis CEO Goh Seow Eng also praised the partnership, saying, “ixi-O is a meaningful service in terms of customer value. We were particularly impressed by LG Uplus' security capabilities and its on-device AI technology that supports local languages. We hope this collaboration will open up broader business opportunities between the two companies across various sectors.”
