LG Electronics (LG) unveiled its bold vision for AI-powered customer experiences with a theme “Life’s Good 24/7 with Affectionate Intelligence” during the LG World Premiere event on January 6, 2025. This groundbreaking reveal took place on the eve of CES 2025, the world’s most influential technology event. CES, known for showcasing the latest innovations, was the perfect platform for LG’s new direction in Artificial Intelligence (AI).
At the core of LG’s presentation was the introduction of “Affectionate Intelligence,” a new approach to AI that challenges traditional, technical views of the technology. LG’s vision is to leverage AI to not only enhance automation but also create experiences that understand and empathize with users on a more personal level. Through AI, LG aims to deliver more tailored, intuitive interactions that improve the everyday lives of consumers.
The stage at the LG World Premiere event was strategically divided into three distinct areas, representing key aspects of daily living: the home, mobility, and commercial spaces. These setups showcased how LG’s advanced AI can transform ordinary environments, making them more responsive to the needs of individuals. From smart homes that anticipate preferences to AI-driven mobility solutions, the event demonstrated the broad potential of this technology to enhance the user experience.
Empathy and Personalisation in AI
Unlike conventional AI, which focuses on automation and efficiency, LG’s “Affectionate Intelligence” aims to introduce a human touch to the technology. By understanding emotions and context, this AI system learns to provide highly personalised experiences, ensuring that each interaction is relevant, engaging, and more human-like. LG’s focus on emotional intelligence marks a significant departure from traditional AI designs, setting it apart as a leader in the evolving field of empathetic technology.
LG’s CEO, William Cho, officially opened the event with a keynote address, underscoring the company’s commitment to developing AI that is not only powerful but also empathetic. Following Cho’s address, a powerful video titled “Less Artificial, More Human” underscored the essence of this new technology—making AI feel less like a machine and more like an intuitive, understanding presence in everyday life.
Strategic Partnership with Microsoft
To further its AI vision, LG announced a strategic partnership with Microsoft aimed at integrating AI across various spaces, including homes, vehicles, hotels, and offices. By combining LG’s customer insights and product innovations with Microsoft’s AI technologies, the companies plan to redefine customer experiences in diverse environments. Microsoft’s AI technologies, including voice recognition and speech synthesis, will be incorporated into LG’s Self-Driving AI Home Hub, helping it understand a wider range of accents and colloquial expressions.
Judson Althoff, Executive Vice President at Microsoft, highlighted the importance of this collaboration, stating, “At Microsoft, we believe AI will fundamentally change the way we live and work, and we could not be more excited to partner with LG Electronics – the pioneers of smart, connected spaces.”
Sustainable AI Infrastructure
In addition to customer-facing innovations, LG and Microsoft are also focused on improving the infrastructure that supports AI technology. The companies are working together to enhance AI data centers using LG’s advanced thermal management systems and chiller technologies. This collaboration aims to make AI data centers more energy-efficient and sustainable, addressing the growing need for environmentally conscious solutions in the rapidly expanding AI sector.
Together, LG and Microsoft’s collaboration will not only push the boundaries of AI’s capabilities but also ensure that AI systems are more sustainable, efficient, and capable of meeting the needs of the future.
As LG leads the way with its new AI-driven vision, the company is set to change the way users interact with technology, providing an unprecedented level of connection and understanding in their everyday experiences.
