LG unveils AI vision with Microsoft deal
LG Electronics outlined its commitment to AI-powered customer experiences at the LG World Premiere event in Las Vegas, which coincided with CES 2025. The theme was "Life's Good 24/7 with Affectionate Intelligence."
During the event, LG segmented the stage into three zones, each representing a distinct aspect of daily life: home, mobility, and commercial spaces. These areas served as the backdrop for demonstrations illustrating how LG's Affectionate Intelligence aims to enhance everyday living.
CEO William Cho addressed the audience, presenting LG's approach to integrating artificial intelligence into everyday experiences and revealing a strategic partnership with Microsoft. "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," explained Cho.
"In these spaces, devices and services will harmonise to create entirely new customer value. This is where our Affectionate Intelligence truly shines, clearly standing out from the others."
Cho identified three core aspects of this vision: connected devices, capable AI agents, and integrated services. The company highlighted its extensive array of smart products, enhanced by acquiring Athom, which allows seamless compatibility with IoT devices from over 170 brands globally.
Focusing on AI agents, LG plans to advance its LG FURON AI, which utilises generative AI and real-time spatial sensing to adapt to user needs. This system aims to provide a personalised and responsive experience while ensuring the protection of personal data.
The collaboration with Microsoft aims to deliver AI-based integrated services. Judson Althoff, Microsoft's Executive Vice President and Chief Commercial Officer, expressed optimism about the 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." The partnership will also focus on developing AI agents that understand and predict customer preferences.
The companies plan to enhance AI solutions for environments, including homes, vehicles, and offices. Additionally, LG has been using Microsoft voice recognition and speech synthesis technologies to evolve its Self-Driving AI Home Hub.
Further collaboration is set for AI data centres. LG's thermal management and chiller technologies will be optimised to improve energy efficiency, signifying a step towards more sustainable data centre solutions.
Illustrating the potential of Affectionate Intelligence, LG depicted a typical family's day through a short play, showcasing its AI's capability to enhance everyday activities with personal touches, such as adjusting room temperature and aiding in daily scheduling.
CEO Cho highlighted AI's growing influence in both consumer and business sectors. He referred to developments like the AI-integrated LG Smart Cottage and AI-powered automotive solutions that tailor the driving experience. In smart manufacturing, he cited LG's expertise in AI-driven systems to boost efficiency.
"Our ultimate goal is simple yet profound: to leverage AI as a means to create holistic customer value, no matter where you are," said 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."
