[Interview] LG Uplus to Showcase 'AI Smart Bed' at Next Year's MWC

Presenting Actual-Size Future Residential Spaces
Plans for Senior Lifestyle Experience Services

From March 3 to 6, at the 'Mobile World Congress 2025 (MWC2025)' held in Barcelona, Spain, Jung Hye-yoon, Head of Marketing Group at LG Uplus (53), is explaining about the first standalone exhibition hall. Photo by LG Uplus

"At next year's MWC, we want visitors to lie down on a smart bed where AI measures their body temperature and heart rate, providing an experience that creates the optimal sleep environment."

Jung Hye-yoon, Senior Vice President and Head of the Marketing Group at LG Uplus, who oversaw the LG Uplus exhibition hall at the 'Mobile World Congress 2025 (MWC 2025)' held last week in Barcelona, Spain, stated this in an interview with Asia Economy on the 11th. LG Uplus, which set up a standalone exhibition hall at MWC for the first time this year, is planning an even more upgraded experiential exhibition.

SVP Jung said, "This year, LG Uplus set up a standalone booth at MWC for the first time, where we installed the future residential space 'ixi Future Village' at one-third of its actual size, and the response was very positive," adding, "Especially many foreigners visited." He added, "Based on this year's experience, next year we plan to showcase a future residential space at actual size."

"We want to expand to actual size future residential spaces and let visitors experience them firsthand"

The ixi Future Village introduced this year consisted of Senior House, SOHO (Small Office/Home Office?a business conducted outside the traditional office concept, such as in a room of a private house), Kids Family, and AI Green Life. Senior House offers AI care solutions for the elderly, SOHO provides an AI-based store operation system for small business owners, Kids Family creates a smart home environment for working parents and children, and AI Green Life showcases an energy efficiency system. LG Uplus focused on demonstrating how AI technology can enhance safety and convenience for users in these four different living environments.

Based on this year's exhibition experience, SVP Jung expressed hope to present a future residential space at actual size next year if possible. He said, "For example, we want to vividly show elderly people using smart beds and raising robot pets, living healthily and safely," adding, "We plan to introduce AI-powered services so visitors can directly experience the daily lives of the elderly."

He continued, "We are also considering ways to make the SOHO space for small business owners more realistic." He said, "We are planning an AI humanoid to assist with store work," and added, "Based on customer visit data, AI will recommend menus, and visitors will be able to experience an unmanned automated system store using robots."

Regarding the Kids Family space, SVP Jung said, "It is a space for working parents and children, where a work environment without time and space constraints is key," explaining, "For example, if a fire breaks out at home, AI will operate so that parents can remotely extinguish it, provide customized content tailored to the child's developmental stage, and showcase child care through robot pets."

"Captivating visitors with SM Naibis... Branding points identified"

Regarding the company's direction showcased at the exhibition, SVP Jung said, "With our first participation at MWC this year, we incorporated a concept focused on 'Assured Intelligence' into the exhibition," adding, "According to the company-wide vision, the exhibition concept will evolve through stages: 'Adaptive,' providing perfectly tailored experiences to customers; 'Accompanied,' sharing everyday life; and 'Altruistic,' making the world brighter."

The most popular exhibit this year was the virtual artist 'Naibis,' appearing in the world of SM Entertainment's idol group 'aespa.' Naibis is a creation made through collaboration between LG Uplus's generative AI 'ixigen' and SM. At the venue, Naibis guided visitors with exhibition information and engaged in light conversations. SVP Jung said, "I didn't know idols were so popular, but many people took photos and showed great interest." The deepfake experience zone also received positive responses. SVP Jung explained, "Visitors read a few words in their own voice, and AI replicated that voice to say completely different content, allowing them to experience the risks of deepfake firsthand."

SVP Jung cited the biggest achievement from LG Uplus's first MWC participation as setting the branding direction. He said, "It was not easy to communicate with customers through telecom technology from a branding perspective," emphasizing, "By letting customers directly experience technologies like 'ixi Guardian,' the communication point for the concept of 'Assured Intelligence' became clear." He added, "At next year's MWC, we want to showcase the results of this year's 'Assured' concept and prepare to present the transition to the 'Adaptive' experience in the exhibition."

This content was produced with the assistance of AI translation services.