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By News Reporter
Company Showcases Future of AI-Powered Customer Experiences
Through CEO Keynote and Immersive Storytelling
LAS VEGAS, Jan. 6, 2025 — LG Electronics (LG) unveiled its vision for AI-powered customer experiences themed “Life’s Good 24/7 with Affectionate Intelligence” at the LG World Premiere event in Las Vegas on January 6, the eve of CES 2025, widely regarded as the world’s most influential tech event.
Over 1,000 attendees, including global media and partners, were present at the press conference, which was also livestreamed online. To showcase the full scope of LG’s Affectionate Intelligence-powered customer experience, the event stage was divided into three areas representing the various spaces in people’s lives, from the home to mobility and commercial spaces. The company, through engaging demonstrations highlighting real-life scenarios, made clear how its advanced AI will transform daily life for the better.
LG “Affectionate Intelligence” is redefining the conventional, technical understanding of AI by focusing on its potential to revolutionize the customer experience paradigm. This concept leverages AI technology to better understand and empathize with customers, delivering more personalized and differentiated experiences.
The LG World Premiere kicked off with a video titled “Less Artificial, More Human,” followed by a keynote speech delivered by LG CEO William Cho.
“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 CEO Cho. “In these spaces, devices and services will harmonize to create entirely new customer value. This is where our Affectionate Intelligence truly shines, clearly standing out from the others.”
Cho then highlighted three fundamental elements to realize this vision: connected devices, capable AI agents and integrated services.
Connected devices, which serve as the customer touchpoint for AI, are one of LG’s greatest assets. Not only are there hundreds of millions of LG smart products already in use worldwide, but with last year’s acquisition of smart home solutions provider Athom, LG now offers seamless connectivity with IoT devices from over 170 global brands.
As for AI agents, LG is set to advance its AI agent, LG FURON, which combines 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 situations and contexts in real-time, effortlessly coordinating devices and services to provide a more tailored and responsive user experience, all while protecting personal data.
Empowering AI-Based Integrated Services with Microsoft
To support his vision of providing compelling integrated services, CEO Cho announced a strategic partnership with Microsoft. The plan is to lead innovation by combining LG’s products and customer insights from various spaces, such as the 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, shared, “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 two companies are working on enhancing AI agents for various spaces, including homes, vehicles, hotels and offices. LG has been applying Microsoft’s voice recognition and speech synthesis technologies to its Self-Driving AI Home Hub, enabling it to understand diverse accents, pronunciations and colloquial expressions. Plans also include developing AI agents that not only understand and interact with customers but also predict their needs and preferences.
Althoff also announced further Microsoft collaboration with LG in the rapidly growing field of AI data centers. With LG’s thermal management systems and advanced chiller technologies optimized for AI data centers, the partnership aims to enhance energy efficiency in these critical backbones of AI infrastructure. Together, the companies plan to create next-generation data centers that are more efficient and sustainable.
Bringing AI Vision to Life
Illustrating Cho’s Affectionate Intelligence vision, LG captivated the audience with a short play about a family’s day from morning to night. Departing from the traditional product presentation speech format, this vivid portrayal demonstrated how LG’s AI innovations unveiled at CES 2025 and 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, highlights its personalized capabilities: “I noticed some coughing last night, so I adjusted the room temperature for your comfort.” Beyond environmental adjustments, FURON demonstrates 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 further highlights the convenience of AI integration. In the car, LG’s AI-powered in-cabin sensing solution detects when the driver forgets their coffee tumbler, asking, “Would you like to stop by a café two minutes away for coffee?” It also monitors biometric signals, responding to an elevated heart rate before an afternoon meeting by playing soothing music to help the driver relax. The system also proactively suggests rerouting to avoid accidents and recommends holding a video conference inside the vehicle if traffic delays risk causing the driver to miss an important meeting. Upon arriving at the office, the AI adds 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 enhances the home entertainment experience. It analyzes the viewing environment, patterns and history to recommend tailored content. If the customer mentions difficulty hearing dialogue in a video, the AI adjusts the audio, enhancing voice clarity by isolating it from background noise and making it sound as though it’s coming naturally from the center of the TV screen.
Seamless and Holistic Customer Experiences Anytime, Anywhere, Seen or Unseen
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 that integrates 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, in which ever space you are 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 continue to strive for industry-leading experiences for our customers – seen or unseen – to everyone, everywhere, every time.”
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By News Reporter
Showcasing the Evolution of the Company’s Ultra-Premium Brand, Advanced Lineup
Delivers Enhanced User Experiences and Enriched, Connected Living
SEOUL, Dec. 30, 2024 — LG Electronics (LG) is unveiling its expanded second-generation LG SIGNATURE lineup at CES 2025 in Las Vegas (January 7-10). Exhibited under the Live Beyond brand theme, the latest LG SIGNATURE range features exceptional products that integrate cutting-edge technology and sophisticated design to deliver enhanced usability, seamless connectivity and an unparalleled smart home experience.
The second-generation LG SIGNATURE lineup builds on its signature minimalist aesthetic and exceptional performance with AI-driven features and intuitive functionality. This new wave of appliances comprises the LG SIGNATURE French Door Refrigerator with T-OLED door panel, LG SIGNATURE Smart InstaView Over-the-Range Microwave and Slide-in Double Oven Induction Range, LG SIGNATURE Dishwasher, LG SIGNATURE Washer & Dryer and the LG SIGNATURE Washing Machine and Dryer pair.
Taste Beyond: Redefining the Kitchen
The 36-inch Smart InstaView French Door Refrigerator offers a differentiated kitchen experience with its remarkable and fully transparent T-OLED display embedded in the upper right door. This dual-purpose display serves as both a digital touch interface and a Dual InstaView panel, allowing users to conveniently manage the refrigerator and view its contents without opening the door. It can also display mesmerizing hologram-like visuals, blending the virtual with the real in a sublime fusion of art and high technology. For added ambiance, the refrigerator provides access to a curated music playlist* that lets users enjoy smooth, atmospheric beats whenever they are in the kitchen.
The refrigerator’s ThinQ Food management system and a built-in AI camera elevate convenience, automatically recognizing stored food items, suggesting recipes based on available ingredients and user preferences, and tracking inventory and expiration dates. These innovations streamline food management, menu planning and meal preparation, saving users time and making the kitchen a truly connected and dynamic space.
The LG SIGNATURE Over-the-Range Microwave and Slide-in Double Oven Induction Range enhance the culinary experience with their versatile cooking capabilities. The microwave is equipped with three built-in cameras for real-time cooking monitoring and time-lapse creation, capturing meals’ journeys from the oven to the table. The induction range, powered by Gourmet AI technology, identifies ingredients and provides helpful recipe suggestions.
The new LG SIGNATURE microwave not only excels in cooking and reheating but also redefines its category by delivering an immersive entertainment experience right in the kitchen. Featuring a 27-inch Full-HD touchscreen display with InstaView, built-in speakers and Wi-Fi connectivity, it enablesenjoy a variety of entertainment content while they cook. The screen also provides access to the LG ThinQ Smart Home Dashboard, allowing users to control all LG AI appliances and compatible Matter and Thread devices in the home. In addition, when paired with the induction range, the microwave’s LCD display conveniently shows the cooking progress of dishes in the range, eliminating the need to bend down and check the oven manually.
The LG SIGNATURE Dishwasher is designed to fit perfectly with existing cabinetry, creating a clean, built-in look for a sleek, modern kitchen. Its innovative pop-out handle sits flush with the door when not in use and automatically “pops out” when a hand approaches. The new dishwasher is equipped with LG’s exclusive and highly-efficient QuadWash Pro and Dynamic Heat Dry technologies.
Live Beyond: Seamless Laundry Solutions
The second-generation LG SIGNATURE lineup also offers exceptional advancements in laundry care. Featuring the LG SIGNATURE Washer & Dryer and 29-inch LG SIGNATURE Washing Machine and Dryer pair, the new laundry lineup leverages LG’s Artificial Intelligence Direct Drive (AI DD) 2.0 for precise fabric care, and inverter heat pump technology for effective, low-temperature drying. Each models is equipped with a 7-inch LCD touchscreen for easy control.
The LG SIGNATURE zone at CES 2025 will feature an “ideal lifestyle” space highlighting the second-generation lineup in settings like a living room, laundry room and kitchen. In collaboration with premium Italian furniture brand Molteni&C, LG will pair its technologically-advanced products with Molteni&C’s exquisite designs. Visitors will also experience the LG ThinQ ON AI home hub in action, demonstrating the ease and efficiency of the AI Home lifestyle.
“The expanded second-gen LG SIGNATURE lineup seamlessly combines advanced technology with elegant, modern design to deliver a smarter, more efficient luxury home lifestyle,” said Lyu Jae-cheol, president of the LG Home Appliance Solution Company. “Through the flawless fusion of state-of-the-art smart home, AI and connectivity technologies, we will continue to provide transformative customer experiences that go beyond expectations.”
Visitors to CES 2025 from January 7-10 can explore the new additions to the second-generation LG SIGNATURE lineup at LG’s booth (#15004, Las Vegas Convention Center).
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* LG SIGNATURE refrigerator and LG SIGNATURE Over-the-Range microwave come with the “essential;” app pre-installed. essential; is a music curation brand operated by NHN Bugs, a South Korean music streaming service.
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By News Reporter
The marathon craze is sweeping the globe, fueled by the simplicity and accessibility of running, which requires little more than a pair of decent running shoes to embark on a journey toward a healthier lifestyle. Fully embracing this trend, LG offices worldwide are hosting “LG Life’s Good Run” events to inspire communities to come together and prioritize their physical health and fitness in fun and engaging ways.
Earlier this year, LG Thailand presented the
link hidden, please login to view in the heart of Bangkok to promote better physical health and a stronger sense of community built on exercise. As an official sponsor, LG Thailand inspired the people of Thailand to take joy in exercising by running together in an environment that exudes positive energy. The event was hosted in collaboration with the Step Challenge Association, Thailand’s Department of Health, Thai Health Promotion Foundation, Athletics Association of Thailand and the Tourism Authority of Thailand (TAT) to set a new benchmark for international competition events. Attracting over 7,000 participants, “Kao Ta Jai 10K Thailand Championship 2024” garnered significant interest from health-conscious individuals and 500 LG members in Thailand participated in this marathon. The high level of engagement reflects a growing awareness among Thai people about the importance of taking care of one’s health and demonstrates how Life’s Good when the community gathers together to share the joy of exercise.
This marathon craze can be witnessed in all four corners of the globe, including another Southeast Asian country. In a remarkable showcase of community spirit and determination, LG Malaysia recently hosted its first-ever “LG Life’s Good Run” at Anjung Floria, Putrajaya. The event drew more than 3,000 runners, each one embodying the Life’s Good spirit through a shared journey of good health and positive, self-improving challenges.
More than just a race, the LG Life’s Good Run encourages pros and amateurs alike to embark on a journey of self-discovery, where every step brings them closer to the healthier, more fulfilling life they deserve. The children’s category has been introduced so that young runners can take on their greatest personal challenge yet, aiming to foster resilience and determination from an early age.
Prizes were awarded to the top three finishers across six categories: Men’s Open (aged 16–39 years), Men’s Veteran (aged 40 years and above), Men’s (Non-Malaysian) (aged 16 years and above), Women’s Open (aged 16–39 years), Women’s Veteran (aged 40 years and above), and Women’s (Non-Malaysian) (aged 16 years and above). The prizes included some of the company’s best-sellers, including the LG WashTower, 65-inch LG OLED TV and LG InstaView refrigerator.
The event also featured engaging side quests in the carnival area, a hub of excitement and anticipation. Captivating product displays, traditional Korean games and Instagrammable product zones were also set up, delighting runners and their support teams – friends and family – by making the whole experience even more unforgettable.
LG East Africa is also championing healthy lifestyles through a shared passion for running by joining its distribution partner, OPALNET, to aid this year’s “Standard Chartered Nairobi Marathon”, Kenya’s premier running event which attracts over 25,000 participants from across the globe every year without fail.
The added benefit of hosting a marathon is the opportunity to raise millions of dollars for several charities. The Nairobi Marathon donates large amounts of its proceeds to deserving initiatives set up to improve the lives of marginalized groups, such as people with disabilities, disadvantaged youth and women. The goal is to promote various educational, employment and community-enriching opportunities that wouldn’t be possible without a significant amount of funding.
The two companies presented KES 1.7 million (USD 13,000) worth of electronics to support the event, including five 65-inch TVs and eight XBOOM speakers to be used along the 42-kilometer-long course. Some products were even given as prizes to the winners.
This generous contribution was part of a wider sponsorship group, with LG and OPALNET joining 40 other sponsors to collectively raise a grand total of KES 173 million (USD 1.3 million), giving the event even greater meaning and influence in the region.
The large-scale marathon also helped consumers better understand the outstanding capabilities of LG products by experiencing their cutting-edge features firsthand. It was equally as beneficial for the local LG employees taking part, as they were able to directly contribute to Kenya’s sports culture and community development.
Finally, with running one of the fastest-growing hobbies in Korea, in large part thanks to the rising number of running clubs, a number of LG employees recently volunteered as pace makers for frame runners with disabilities at the “2024 JTBC Seoul Marathon”, one of the nation’s biggest marathons. The company also demonstrated its ESG vision of Better Life for All by participating in the marathon challenge for people with brain lesions.
With the running trend set to stay, LG’s recent initiatives have focused on strengthening the power of community and spreading the importance of bettering one’s physical and mental well-being.
To discover how other offices are spreading the message of Life’s Good through unique global and local initiatives, visit the .
Contributed by LG Thailand, LG Malaysia and LG Kenya
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By News Reporter
Photo credit: @minyo_kki / LG NeoChef X Creator Recipe: Italian Slow Food ‘Riso, Cozze e Patate’
Sharing “kitchen moments” on social media has become a global trend, connecting people from all walks of life. A quick search of #kitchendesign on Instagram reveals over 18.5 million posts, while #lifestyle boasts around 374 million posts, showcasing the modern kitchen as a hub of creativity, care and connection. In line with this trend, LG operates the Life’s Good Kitchen channel, a platform dedicated to kitchen lifestyle enthusiasts.
Examples of Life’s Good Kitchen “Special Goods”: apron, oven mitt, and eco bag set with embroidered patches for personalized style
The Life’s Good Kitchen channel is the ideal online destination for those passionate about the latest food and lifestyle trends. While embodying LG’s inspirational Life’s Good philosophy, it continues its mission of bringing people together, catering to individuals who may not be expert cooks but are keen on a simple and healthy lifestyle.
Instagram and TikTok, two of the most popular social media platforms, serve as a “global dining table” where users can explore diverse culinary cultures, seek cooking inspiration, and even make new friends. The Life’s Good Kitchen channel actively participates in this phenomenon, allowing gourmets worldwide to share their love for good food.
In October, the Life’s Good Kitchen channel launched the Cooking Challenge, an international campaign targeting TikTok users across Australia, Latin America, the Middle East and Asia. The campaign invites people to share their culinary experiences through two challenges: the Inspiration vs. Reality Cuisine Challenge (for beginners) and the LG Microwave Gourmet Cooking Challenge (for more experienced cooks). These challenges ensure that everyone, from novices to experts, can join in the fun. With over 5,000 participants so far, LG’s campaign has become a dynamic platform for food lovers to express their joy for cooking.
The Cooking Challenge, part of an LG brand campaign promoting the benefits of home cooking, aims to discover talented culinary creators (as well as those who perhaps have more ambition than skill). LG’s campaign fosters a diverse community of food enthusiasts, driving engagement with the Life’s Good Kitchen channel and creating brand fans who may consider LG products when upgrading their kitchen appliances.
The Inspiration vs. Reality Cuisine Challenge encourages participants to upload photos of dishes that didn’t turn out as expected, offering a lighthearted test for home chefs. Meanwhile, the LG Microwave Gourmet Cooking Challenge allows seasoned cooks to share unique recipes made with the LG NeoChef microwave, using special GIF stickers and the hashtag #LGCookingChallenge2024. The NeoChef microwave, powered by LG’s Smart Inverter technology, enables fast, precise cooking and heating, making it perfect for both culinary experimentation and everyday meals.
The Life’s Good Kitchen channel is a sensory playground for global food enthusiasts that features great recipes, helpful household tips and more
Launched on Instagram in July 2021, the Life’s Good Kitchen channel has grown into a vibrant global community of over 6 million followers across Instagram, Facebook and TikTok. The channel celebrates cooking experiences, culinary cultures and sustainable living, aligning with global trends and the interests of Millennials and Generation Z.
LG offers unique experiences with “LG InstaView miniature” and miniature cooking recipes
LG prioritizes customer-centered content, fostering meaningful interaction and engagement by avoiding direct product promotion and staying true to its Life’s Good philosophy. Initiatives like the Kreator program, which combines “kitchen” and “creator,” enhance LG’s ability to connect with people worldwide.
For years, LG has engaged customers through impactful campaigns. The 2021 Food of the Day campaign promoted health and well-being, while the 2022 Party Food with Playmobil challenge celebrated the joy of hosting gatherings post-pandemic. The 2023 Comfort Food Challenge allowed customers to share their favorite stress-relieving foods.
LG’s annual Global Cooking Challenge continues to connect with Millennials and Generation Z thanks to its relatable and engaging culinary themes
Through innovative TikTok challenges and curated lifestyle content, LG enables people to experience its brand philosophy and learn about its premium products in a fun, interactive way. The company will continue to deliver enjoyable brand experiences through diverse campaigns centered around culinary and kitchen themes, upholding the belief that Life’s Good.
To join in and share culinary moments, visit Life’s Good Kitchen on
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*According to a study by Menu Tiger, 50 percent of diners report that social media influences their restaurant choices, highlighting the role platforms like Instagram and TikTok play in shaping culinary habits and trends. ()
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By News Reporter
Company to Transform Everyday Life With Personalized, AI-Powered Experiences
SEOUL, Dec. 3, 2024 — LG Electronics (LG) invites consumers worldwide to join the LG World Premiere press conference, starting at 08:00 (PST) on January 6 at the Mandalay Bay Convention Center in Las Vegas, Nevada. Under the theme “Life’s Good 24/7 with Affectionate Intelligence,” the event will showcase LG’s vision for a better life and preview the company’s latest smart solutions ahead of CES 2025, scheduled for January 7-10.
With a global media audience, LG will highlight its commitment to delivering personalized, AI-driven experiences enabled by its Affectionate Intelligence. As a company evolving into a smart life solutions provider, LG is set to present a future blueprint that connects and expands diverse customer experiences and spaces, transforming everyday life through AI technology innovation.
The cutting-edge products and services revealed during the press conference will be showcased at LG’s booth throughout CES 2025, where attendees can experience a fully integrated AI-driven environment that enriches every moment and connects various aspects of daily life.
LG World Premiere will be livestreamed on the
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