CES 2025
CES 2025: LG shows us its Affectionate Intelligence
With more integrated artificial intelligence, this is what LG has in store.
LG was one of the first brands to start this CES 2025 with all the innovations they have planned for this year. In their presentation, they showed us their new perspective on Artificial Intelligence, what they call Affectionate Intelligence, looking for an integration that feels more human and warm.
William Cho, CEO of LG, was in charge of welcoming and sharing the company’s vision of delivering solutions to users' lives. Affectionate Intelligence is an approach to technology that takes care of the user across devices to enhance the experience. Whether it is home, mobility or commercial, LG aims to make devices and services a homogeneous system.
Devices, AI agents and services is LG’s fundamental trifecta to realize this vision. The company has acquired Athom to improve connectivity expansion. On the other hand, a better AI agent powered by Furon has been developed to improve the integration of services. Together with Microsoft, a joint venture for AI-driven spaces has been achieved.
How does LG’s Affectionate Intelligence work in real life?
It’s time to see LG AI in action. From a base, devices are connected, understanding the relationship between the air conditioner, washing machine and air purifier, and even Q9, LG’s little robot dog. The AI will provide temperature reports and even how it affects family members. A summary of our daily activities, including those of our extended family, and even the weather.
In Brandt Varner’s Home Appliance Solution Sales words, “LG AI starts at home.” The vision is the Zero Labor Home, where home appliances adapt to our lifestyles to take care of all household tasks and provide a personalized experience. For example, the washing machine will also be able to recognize the type of laundry that is best for the wash.
An artificial intelligence hub will even allow the integration of devices that do not even have artificial intelligence. This allows for an open ecosystem where devices from other companies can communicate with each other, recognizing that users have different devices from different brands, fulfilling the vision of the home as an experience. But what about security and privacy? Each of the devices is protected by LG Shield, which protects user information.
In mobility, our car will also be integrated into this ecosystem, sensing whether we have our coffee or not, or even detecting changes in our body, such as an increase in heart rate. Also, just like GPS, it will detect changes in the road to improve routes, or even if it detects that you are late for a meeting, it will connect you directly through a video call. The mobility experience is based on a multi-mode experience that adapts to your daily routines. The AI will also record your routes and some of your conversations, and then take you on a trip back to memory lane as you drive.
In terms of entertainment, you will be able to communicate with the AI on your TV and make suggestions about the products you want to watch, with vague descriptions of the user giving the correct solutions. This is part of hyper-personalized AI solutions that better understand users. This is powered by Microsoft’s Copilot, which can personalize user responses by recognizing their voice and identifying their profile.
Inside, LG TVs will feature the new alpha 11 Gen 2 chip, allowing for a completely free connection and enabling gaming technologies such as Nvidia G-Sync and AMD FreeSync. Categories such as games will be more easily accessible, allowing Xbox Game Pass Ultimate users to play games on LG TVs.
In audio, a new line of LG xboom was unveiled, with AI-driven sound calibration and illumination to improve the overall experience depending on the music and audio.
In laptops, gramAI was introduced, a new line of laptops with built-in AI to provide better solutions. Function Calling is a tool that will help you find places in your agenda, while there are also options to help you find information in interviews and meetings that have been saved.
At the end of the conference, William Cho gave a summary of what had been seen and announced a reorganization of the company’s organization to carry out these major changes he has prepared with AI to fulfill the company’s purpose.
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