LG Unveils a Day in the Life with “Affectionate Intelligence” at LG World Premiere

LG Unveils a Day in the Life with “Affectionate Intelligence” at LG World Premiere

LG Electronics (LG) has embarked on a transformative journey in the world of artificial intelligence, showcasing its ambitious vision for AI-powered customer experiences under the theme “Life’s Good 24/7 with Affectionate Intelligence” at the LG World Premiere event in Las Vegas on January 6, on the eve of CES 2025. Widely regarded as the world’s most influential tech event, CES served as the perfect backdrop for LG’s groundbreaking revelations.

Redefining AI with Affectionate Intelligence

Over 1,000 attendees, including global media representatives and partners, gathered at the press conference, which was also streamed online. The event showcased LG’s innovative approach to AI, highlighting its potential to revolutionize everyday experiences. The stage was divided into three distinct areas representing various facets of life: home, mobility, and commercial spaces. Through engaging demonstrations of real-life scenarios, LG emphasized how its advanced AI technology is poised to enhance daily life.

LG’s concept of “Affectionate Intelligence” aims to redefine the conventional understanding of AI by focusing on its potential to empathize with customers and deliver personalized, differentiated experiences. This visionary approach leverages AI technology to better understand and meet customer needs, creating a more meaningful and human-centered interaction.

Unveiling “Less Artificial, More Human”

The LG World Premiere commenced with a thought-provoking video titled “Less Artificial, More Human,” setting the tone for the event. LG CEO William Cho then took the stage to deliver a keynote address that captivated the audience.

“At LG, we are seamlessly integrating AI into the physical living spaces around us. We view space not merely as a physical location but as an environment where holistic experiences come to life—across the Home, Mobility, Commercial, and even Virtual spaces,” said CEO Cho. “In these spaces, devices and services will harmonize to create entirely new customer value. This is where our Affectionate Intelligence truly shines, standing out from the rest.”

Cho highlighted three fundamental elements essential to realizing this vision: connected devices, capable AI agents, and integrated services.

Building a Connected Ecosystem

Connected devices, which serve as the primary touchpoint for AI, are one of LG’s greatest assets. With hundreds of millions of LG smart products already in use worldwide, the company’s acquisition of smart home solutions provider Athom enhances seamless connectivity with IoT devices from over 170 global brands.

LG is set to advance its AI agent, LG FURON, combining the power of generative AI built on large language models with real-time spatial sensing and insights into customer lifestyle patterns. This innovative AI agent can understand customer contexts in real-time, coordinating devices and services to provide tailored and responsive user experiences while protecting personal data.

Strategic Partnership with Microsoft

To support the vision of providing compelling integrated services, CEO Cho announced a strategic partnership with Microsoft. This collaboration aims to lead innovation by merging LG’s products and customer insights from various spaces, including home, mobility, and commercial areas, with Microsoft’s AI technology to implement empathetic AI integrated services.

Judson Althoff, Executive Vice President and Chief Commercial Officer at Microsoft, emphasized the significance of this partnership: “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—to integrate AI into life’s everyday experiences.”

Together, the companies are enhancing AI agents for diverse spaces, including homes, vehicles, hotels, and offices. LG has integrated Microsoft’s voice recognition and speech synthesis technologies into its Self-Driving AI Home Hub, enabling it to understand diverse accents, pronunciations, and colloquial expressions. Plans also include developing AI agents capable of predicting customer needs and preferences.

Althoff also announced further collaboration with LG in the rapidly growing field of AI data centers. Leveraging LG’s thermal management systems and advanced chiller technologies, optimized for AI data centers, the partnership aims to enhance energy efficiency in these critical infrastructure components. The companies plan to create next-generation data centers that are more efficient and sustainable.

Bringing the Vision to Life

To illustrate Cho’s Affectionate Intelligence vision, LG presented a short play depicting a family’s day from morning to night. This vivid portrayal showcased how LG’s AI innovations unveiled at CES 2025, driven by the vision of “Better Life for All,” seamlessly enhance everyday life across various spaces.

In the morning scene, LG’s AI agent, FURON, highlighted its personalized capabilities: “I noticed some coughing last night, so I adjusted the room temperature for your comfort.” Beyond environmental adjustments, FURON demonstrated thoughtful assistance, suggesting, “You don’t have any plans this afternoon—why not accompany your mother to her scheduled health check-up?”

The morning commute highlighted the convenience of AI integration. In the car, LG’s AI-powered in-cabin sensing solution detected when the driver forgot their coffee tumbler, asking, “Would you like to stop by a café two minutes away for coffee?” It also monitored biometric signals, responding to an elevated heart rate before an afternoon meeting by playing soothing music to help the driver relax. The system proactively suggested rerouting to avoid accidents and recommended holding a video conference inside the vehicle if traffic delays risked causing the driver to miss an important meeting. Upon arriving at the office, the AI added a personal touch, such as displaying previously recorded family vacation footage on the car’s internal and external cameras.

After work, the living room TV equipped with AI technology enhanced the home entertainment experience. It analyzed the viewing environment, patterns, and history to recommend tailored content. If the customer mentioned difficulty hearing dialogue in a video, the AI adjusted the audio, enhancing voice clarity by isolating it from background noise and making it sound as though it was coming naturally from the center of the TV screen.

Seamless and Holistic Customer Experiences

Concluding his keynote address, CEO Cho emphasized AI’s role in driving transformative change across both B2C (business-to-consumer) and B2B (business-to-business) sectors.

He highlighted innovative initiatives like the LG Smart Cottage, a compact modular home integrating AI-powered appliances, HVAC systems, and other advanced technologies to redefine residential living. Similarly, LG envisions the automobile as a “personalized digital cave,” featuring software-defined vehicle solutions and AI technologies that understand and adapt to both the internal and external vehicle environment, delivering groundbreaking mobility experiences.

In smart factory solutions, LG leverages over 60 years of world-class manufacturing expertise, offering next-generation manufacturing systems powered by AI and robotics. Additionally, LG’s AI-based thermal management systems and advanced chiller technologies are optimizing energy efficiency in AI data centers worldwide.

“Our ultimate goal is simple yet profound: to leverage AI as a means to create holistic customer value, no matter where you are,” said CEO Cho. “Irrespective of how AI transforms our lives, one thing will never change: our promise of Life’s Good. With this unwavering commitment, we will strive to deliver differentiated customer experiences—seen or unseen—to everyone, everywhere, every time.”