LG U+ Teams Up with Google to Explore Global AI Market

LG U+ President Hong Bum-sik reveals an ambitious plan to lead the AI sector at his first meeting with reporters after he took office at INNSiDE by Meliá in Barcelona on the sidelines of Mobile World Congress 2025 on March 4. (Photos: LG U+)

LG U+ and Google have joined forces to explore the global market by integrating the latter’s AI model “Jemini” into the former’s AI agent “ixi-O.“

Both companies aim to post some $300 million in sales between 2025 and 2028.

LG U+ President Hom Bum-sik revealed this while attending his first meeting with reporters after taking office at INNSiDE by Meliá, Barcelona, on the sidelines of Mobile World Congress 2025 on March 4.

The previous day, LG U+ struck a strategic partnership with Google to employ Jemini in ixi-O at MWC 2025.

The Korean telecom service provider also discussed the possibility of collaboration with Amazon Web Services (AWS).

LG U+ expects ixi-O’s introduction of Jemini to evolve an actionable AI that could enable precise analyses, summarizes and recommendations.

President Hong said, “In general, Google would do business in a way in which the company jointly develops technologies and partner companies receive part of sales, coming from selling of the technologies, but the company’s “go-to-market” strategy is rare.”

Hong said Google may see that combining Google’s Jemini and the Korean firm’s ixi-O has a potential in the global market.

In the B2B category, LG U+ is seeking to cooperate with AWS in the AI cloud sector.

President Hong said discussing ways of cooperating with AWS at MWC 2025 had made headway and more details will be revealed later.

The Korean telecom service provider is considering a proposal on the AI sector from KDDI of Japan.

President Hong envisioned an ambitious plan to be a global AI leader through this collaboration.

“We, a late-comer in the telecom market, will be a front-runner in the AI era, and LG U+ will have an upper hand in the form of nurturing the enterprise software business through Software as a Service (SaaS), not the conventional on-premise business of the enterprise sector.”

LG U+ CEO Hong Bum-sik is flanked by Matt Renner (left), global head of sales at Google Cloud, and Karen Teo, vice president of Asia-Pacific platforms and devices partnerships at Google, at MWC 2025 in Barcelona, Spain, on March 3, after they signed a deal on a partnership to advance the Korean company's AI agent, ixi-O.

Unveils 4A Strategies and ixi-Guardian

LG U+ prioritizes security in the implementation of the AI business.

President Hong said LG U+ is pursuing a human-oriented AI, concentrating on customers using AI rather than AI technologies themselves.

Hong revealed the so-called 4A strategies – Assured for feeling with ease, Adaptive for fitting, Accompanied for availability in daily life, and Altruistic for concerning the well-being of others and the starting point will be assured intelligence.

Most companies would check security as the last defense in the course of launching new services, but LG U+ will upend this by laying a foothold with a focus on security.

President Hong said many customer interviewees, or some 82 percent, were most worried about security.

He said his company will prioritize security but it will make efforts less the progress of development might be slowed.

LG U+ showcased security technologies of the AI sector, such as anti-Deep Voice, on-device, small language model (SLM) and Post-Quantum Cryptography, PQC as safety intelligence examples at MWC 2025.

Hong said now is a very important period in which LG U+ is required to compete with global companies rather than vying with Korean companies since they provide services in Korea.

The telecom provider will lead businesses focusing on meaningful growth rather than choosing to a strategy of simply raising domestic revenues.