LG Uplus has secured its first overseas commercial deal for its artificial intelligence (AI) call assistant ixi-O, partnering with Malaysian telecom operator Maxis in a milestone move that accelerates the company’s global AI expansion strategy.
The agreement, announced on Monday, will see ixi-O launched in Malaysia through a software-as-a-service (SaaS) model, enabling the solution to be customized for local telecom environments. The deal represents LG Uplus’s first concrete overseas business step following its global AI roadmap unveiled at MWC 2026 in March.
LG Uplus CEO Hong Bum-shik met Maxis CEO Goh Seow Eng at Maxis headquarters in Kuala Lumpur last week to finalize discussions on the commercial rollout. The companies plan to introduce ixi-O to Malaysian users later this year, adapting the service to local communication patterns and multilingual usage, including commonly used English expressions in Malaysia.
Built on an on-device AI engine, ixi-O is designed to deliver real-time call assistance while maintaining data privacy and improving responsiveness. The system supports multilingual processing and is optimized for localized user experience, reflecting LG Uplus’s broader strategy of exporting AI capabilities developed in Korea into international markets.
Maxis, which serves roughly 10 million mobile subscribers across Malaysia, has been expanding beyond traditional telecom services into digital solutions, with growing investments in AI, cloud computing, and cybersecurity. The operator sees the partnership as part of its broader transformation into a technology-driven service provider.
Beyond the initial rollout of ixi-O, both companies are also exploring additional cooperation in AI-powered smart home services and enterprise digital solutions, signaling a potentially broader strategic partnership.
Maxis leadership noted that LG Uplus’s on-device AI technology and security capabilities were key factors in the collaboration. LG Uplus, in turn, emphasized that the partnership marks a transition from strategic planning to real-world execution of its global AI ambitions, positioning AI SaaS offerings as a core pillar of its overseas growth.
The deal underscores a growing trend among telecom operators to integrate AI-driven services into everyday communications, while also highlighting Southeast Asia as an emerging battleground for next-generation digital services.