LG began its CES 2025 press conference by showing a video presenting a 24/7 day in the life with AI, which the company rebranded last year as “Affectionate Intelligence,” and redefined as “technology that genuinely cares for users.” The video demonstrated how AI integrated into LG’s smart appliances, audio/video, entertainment, mobile devices, and automotive technology impacts and improves a family’s daily routine both in and out of the modern home.
LG Electronics CEO, William (Joowan) Cho, said that LG is a smart life solutions company and that the video offered a glimpse into the future. Cho said that LG is reshaping the concept of “space” not as a physical location but as environments such as home, mobility, commercial, and even virtual locations. Making a fully functional AI home work will take three fundamental elements: connected devices, AI agents, and integrated services.
Brand Varner, VP of sales, Home Appliances, said that millions of LG devices create data in real time to provide tailored services. The company’s goal is to deliver a “zero labor home,” where appliances and technology will automatically adapt to our lifestyles, delivering the most convenient, hassle-free, and personalized living experience. Varner noted that realizing the smart home can’t be achieved by any one company alone, and that technology must work and collaborate to form an ecosystem. To this end, LG acquired Anthrom, which expanded their line to 170 global IoT devices and formed a new partnership with Microsoft for AI innovation to shape the future of AI-powered spaces. Microsoft believes AI will fundamentally change the way we live and work and this partnership with LG will create new opportunities to reimagine customer engagement and experience to the next level.
Priscila Higa, senior sales account manager for LG Vehicle Solutions, offered that LG’s in-cabin AI solutions with true 5G connectivity will provide convenience, productivity, and safety, allowing people to live and work better in the comfort of their vehicles. “Multimodal AI” will deliver real-time traffic route and smart navigation data, along with providing a daily health check of vital signs, following the driver’s gaze to see what they are looking at, and even using AI-powered cameras inside and outside the vehicle to record memorable conversations and environments to create a visual timeline of the vehicle’s journey into memories that can be recalled and re-experienced.
Frank Lee, head of LG’s Media Entertainment Solutions, demonstrated how AI and smart voice powered by natural language processing with large language models will deliver far more accurate searching to deliver personalized content solutions. A new voice ID will learn and recognize the voice of each user to automatically provide a tailored experience and switch to that user’s account. These technologies will be powered by LG’s latest alpha 11 AI Processor Gen 2.
Singer and AI advocate will.i.am, founding member of The Black Eyed Peas and CEO and founder of FYI.AI, came out to introduce LG’s new lifestyle audio series, xboom. These products will feature AI integration to improve the sound, calibration, and lighting based on music genre and the room’s environment. will.i.am said the goal with xboom was to reimagine what a speaker is supposed to be and move from passive listening to active engagement.
Cho finished by saying that LG’s ultimate goal is simple and profound: “To leverage AI as a means of creating holistic customer value.”
