March 13, 2026 — Seoul, South Korea — LINE Plus, a subsidiary of LY Corporation, unveiled ActEngine AI, a B2B platform featuring action-oriented AI agents that automate customer service and sales within messaging apps, as LINE’s AI agents point to messaging apps becoming sales channels according to Marketing Tech News.
The platform integrates into LINE’s ecosystem, enabling AI agents to handle inquiries, complaints, and targeted promotions based on user behavior such as order history and price sensitivity. LINE’s AI agents point to messaging apps becoming sales channels, blending support and marketing in chats, particularly in Asian super-apps supporting payments and commerce, SEO Spyglass reports.
Platform Features
ActEngine AI offers customer service agents for automated conversations managed via a central dashboard and sales agents using “Outbound Action” for timed, personalized promotions. Unlike basic chatbots, these execution-based agents perform tasks to drive enterprise revenue growth, as noted in The Korea Herald.
“LINE Plus recently introduced ActEngine AI, a system designed to automate customer service and sales tasks through AI agents.”
LINE Plus plans global expansion into finance and retail, with voice agents in development, SalesTechStar coverage indicates.
LINE’s AI agents point to messaging apps becoming sales channels, turning conversations into operational hubs for transactions.
First Major Deployment
The initial large-scale rollout occurred at LINE MAN Wongnai in Thailand, a food delivery and services app connecting users to over 700,000 merchants, 80% small businesses. AI agents handle approximately 360,000 merchant inquiries annually, reducing support time by more than 60% and improving response accuracy by 16% compared to human agents.
“Messaging apps are becoming operational channels where businesses can manage support and promotions within the same conversation.”
Complete AI Training highlights how this enables “from chat to checkout” for small merchants.
LINE’s AI agents point to messaging apps becoming sales channels, especially for solo-operated businesses lacking dedicated teams, per Ecommerce News Asia.
Broader Implications
This development reflects a shift from query-based chatbots to AI agents in business workflows. LINE MAN Wongnai, formed in 2020 from a merger, serves as a test case for scaling in digital marketplaces. LINE’s AI agents point to messaging apps becoming sales channels, leveraging super-app data for precise marketing, as covered in martech.org’s AI updates.
LINE Plus launched the sales agent on February 26, 2026, following a March 10 press release. For more on evolving martech, see SEO Spyglass sitemap.