LG reveals its AI-powered vision for customer experiences at CES 2025

LG Electronics unveiled its vision for AI-powered customer experiences under the theme “Life’s Good 24/7 with Affectionate Intelligence.” The announcement took place during the LG World Premiere event in Las Vegas, attended by over 1,000 global media representatives and partners, with the event also livestreamed online.

The showcase centred on LG’s concept of “Affectionate Intelligence,” a unique approach to artificial intelligence that aims to better understand and empathise with users, delivering personalised and meaningful experiences. The event’s stage was divided into three spaces—home, mobility, and commercial settings—demonstrating real-life scenarios where AI enhances daily life.

In his keynote speech, LG CEO William Cho explained how the company envisions AI creating new customer value by integrating seamlessly into physical environments. “At LG, we’re seamlessly integrating AI into physical living spaces around us. We see 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 Mr Cho.

Key elements of LG’s Affectionate Intelligence

Mr Cho outlined three fundamental elements essential to realising this vision: connected devices, capable AI agents, and integrated services.

Connected devices

LG’s smart products already number in the hundreds of millions globally. Following LG’s acquisition of smart home solutions provider Athom, its devices now support seamless connectivity with IoT devices from over 170 brands worldwide.

AI agents

The company’s advanced AI agent, LG FURON, combines generative AI technology with real-time spatial sensing and an understanding of customer lifestyle patterns. This enables it to adapt to real-life contexts and coordinate devices and services to meet individual needs—all while maintaining a strong focus on data privacy.

Integrated services

LG announced a strategic partnership with Microsoft to strengthen its AI-based integrated services. By merging LG’s expertise in customer insights and connected spaces with Microsoft’s AI technology, the collaboration will drive innovation in various settings, such as homes, vehicles, hotels, and offices. Judson Althoff, Microsoft’s Executive Vice President and Chief Commercial Officer, said, “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 companies also aim to transform AI data centres by combining LG’s advanced chiller technologies with Microsoft’s capabilities, enhancing energy efficiency and sustainability.

Bringing the AI vision to life

The audience was captivated by a live demonstration in the form of a short play depicting a day in the life of a family, showcasing how LG’s Affectionate Intelligence enriches their lives. From adjusting room temperatures based on health cues to helping drivers manage stress through music, LG’s AI solutions demonstrated personalised and empathetic support.

For instance, LG FURON reminded a driver about their forgotten coffee tumbler and suggested stopping at a nearby café. It also recommended rerouting to avoid accidents and proposed hosting a virtual meeting in the vehicle if traffic delays jeopardised a crucial appointment. At home, the AI-powered TV adjusted audio clarity to ensure a seamless entertainment experience.

Driving innovation across industries

LG is extending its AI capabilities beyond consumer applications. In the automotive sector, the company aims to redefine vehicles as “personalised digital caves,” integrating software-defined vehicle solutions and adaptive AI technology. For smart factories, LG is leveraging decades of manufacturing expertise to develop next-generation systems powered by AI and robotics.

The company’s AI-powered thermal management systems are already being deployed in data centres worldwide, optimising energy efficiency and sustainability.

Mr Cho concluded, “Our ultimate goal is simple yet profound: to leverage AI as a means to create holistic customer value, no matter where you are. With this unwavering commitment, we will strive to deliver differentiated customer experiences – seen or unseen – to everyone, everywhere, every time.”