LINE Plus unveils ActEngine AI for merchant support

LINE Plus has launched ActEngine AI, a business-to-business AI agent infrastructure platform focused on customer service and sales workflows. The move signals a broader push by the messaging and platform group into enterprise software and automation.

ActEngine AI centres on what LINE Plus calls action-oriented AI agents that carry out tasks across defined business processes, rather than basic question-and-answer exchanges. The platform is aimed at organisations looking to scale customer support and merchant engagement through automated workflows.

An early deployment is within LINE MAN Wongnai in Thailand, a large on-demand services platform spanning food delivery and mobility. LINE MAN Wongnai says it has more than 700,000 merchant partners. In the merchant portal, a customer service agent reduced average handling time by more than 60% and improved response accuracy by 16% compared with human agents, according to LINE Plus.

Customer Service Focus

The customer service component is designed to handle full support journeys, including initial responses, complaint handling, and steps towards issue resolution. Enterprises can build and run AI agents through an operations portal that uses a simplified configuration approach, LINE Plus said.

The agent also learns from outcomes and improves performance over time. The design is intended to move automation beyond scripted replies towards execution of repeated operational tasks within customer service teams.

Within LINE MAN Wongnai, the customer service agent can automatically process about 360,000 merchant enquiries each year, according to LINE Plus. The company linked the reported gains in handling time and accuracy to improvements in operational efficiency and the merchant support experience.

Sales Outreach

ActEngine AI also includes a sales-focused agent for outbound engagement. It analyses behavioural and transactional signals in real time, then selects the audience, timing, and approach for outbound messages, LINE Plus said.

The company cited data points such as order patterns, visit frequency, and discount sensitivity. The agent generates and sends personalised promotions and ties those actions to advertising execution and promotion settings.

The sales product targets smaller merchants that traditional sales teams often struggle to cover, with the goal of continuous, individualised outreach at scale. In the LINE MAN Wongnai example, about 80% of restaurant merchants are small businesses run by one or two individuals, LINE Plus said.

The sales agent launched within LINE MAN Wongnai on February 26, 2026, and provides around-the-clock engagement for small merchants, according to LINE Plus. The company linked the function to new revenue opportunities for the platform and for merchants that participate in promotions.

Data Pipelines

Alongside the agents, ActEngine AI includes services that prepare customer service and sales data for use with large language models. The platform sets up data pipelines based on LINE Plus' experience handling large-scale traffic and security infrastructure, the company said.

LINE Plus said this approach reduces the technical preparation required before an organisation can deploy AI agents. It also indicates the company intends to package more of the underlying data preparation work as part of the product, rather than leaving it to enterprise teams and systems integrators.

For LINE Plus, ActEngine AI also marks a shift from consumer communications products and platform services towards selling workflow automation to businesses. The focus on merchant support and small business outreach reflects the group's roots in chat-based commerce and platform ecosystems across Asia.

A live customer service deployment within a large merchant platform also gives LINE Plus a reference point as it markets ActEngine AI to other sectors. In its announcement, the company pointed to finance and retail as potential areas for expansion.

Yod Chinsupakul, CEO of LINE MAN Wongnai, linked the deployment to technology-led competitiveness and merchant operations. "LINE MAN Wongnai has continuously strengthened its platform competitiveness through technology investments," Chinsupakul said. "ActEngine AI will serve as a catalyst for advancing both CS and sales operations for our merchant partners through AI and data-driven innovation. We will continue to support our partners in achieving more efficient and stable growth through AI agents."

Global Plans

LINE Plus plans to expand ActEngine AI beyond Asia as a global B2B AI platform. It is also preparing voice-based AI agents aimed at customer consultation and sales environments, extending beyond text-based interactions.

The roadmap reflects a wider industry shift from chatbot interfaces to agent systems that take action across business tools and workflows. For LINE Plus, the development also broadens its enterprise portfolio as firms across industries rework operating models around AI.

"ActEngine AI consolidates LINE's accumulated technological capabilities and expertise into an AI solution that drives tangible business growth," said Hyunjun "Jayce" Shin, Head of B2B AI Business at LINE Plus. "Building on the proven results from Thailand's leading delivery platform, we plan to expand into various industries including finance and retail. Beyond improving operational efficiency, we aim to establish ourselves as a core AI business partner that delivers revenue growth for enterprises across Asia and global markets."