In the heart of Las Vegas, on the eve of CES 2025, LG Electronics staged a grand vision for the future — one where technology no longer merely functions, but empathizes. With its theme “Life’s Good 24/7 with Affectionate Intelligence,” the LG World Premiere transported audiences into a world shaped by emotionally attuned AI. Far beyond cold algorithms and rigid automation, LG’s approach reflects an earnest aspiration: to infuse everyday experiences with understanding, intuition, and a deeply human touch. The showcase unfolded across three dynamic zones representing the major arenas of daily life — the home, mobility, and commercial spaces. Each zone offered immersive, real-life scenarios demonstrating how LG’s Affectionate Intelligence transforms mundane routines into meaningful, personalized experiences. At the center of it all was a redefined narrative of artificial intelligence — one that places empathy and customer well-being at the core of innovation.
From artificial to authentic: A new AI paradigm
LG’s Affectionate Intelligence isn’t just a branding exercise; it’s a fundamental rethinking of how technology engages with human lives. The concept goes beyond conventional AI, emphasizing emotional intelligence — the ability of machines to understand, anticipate, and respond to users’ needs with warmth and precision. This vision was first captured in the company’s opening video, aptly titled “Less Artificial, More Human.”
Following the emotional short film, LG CEO William Cho took to the stage to deliver a keynote that positioned empathy as the next frontier in tech. “Our goal is not only to make life easier, but also to make people feel seen and understood,” Cho said. “Affectionate Intelligence will allow us to create experiences that resonate with real human emotion.”
By moving away from a one-size-fits-all model, LG aims to deliver hyper-personalized services that adjust and evolve based on a user’s habits, environment, and even mood. From appliances that adapt to your preferences without prompts to mobility solutions that anticipate your next destination, LG’s intelligent ecosystem is designed to support — not dictate — the flow of modern life.
Microsoft partnership: Empathy at scale
To translate its ambitious vision into scalable, real-world impact, LG announced a strategic partnership with Microsoft — a move that underscored the company’s commitment to delivering intelligent services across diverse living environments.
The collaboration will combine LG’s customer insights and wide-ranging product ecosystem with Microsoft’s AI infrastructure and advanced natural language processing capabilities. As Judson Althoff, Microsoft’s Executive Vice President and Chief Commercial Officer, stated during the event, “AI will fundamentally change the way we live and work. Our partnership with LG enables us to bring AI into everyday life — not just through devices, but through meaningful, context-aware experiences.”
Together, the companies are already at work developing advanced AI agents capable of understanding human accents, dialects, and colloquial expressions. LG’s Self-Driving AI Home Hub, for instance, leverages Microsoft’s voice and speech technologies to create more inclusive interactions in diverse households. The future iterations of these AI agents will not only interpret commands but predict preferences, anticipate needs, and interact as empathetic digital companions.
Beyond the home: The rise of adaptive environments
What sets LG’s vision apart is its insistence that AI must function fluidly across all domains — not just inside the home. The brand’s roadmap includes AI integration into mobility (such as smart vehicles), hospitality (like hotels and offices), and large-scale commercial infrastructures.
In these spaces, LG envisions intelligent environments that respond to both functional and emotional cues. A car that recognizes the driver’s fatigue and adjusts lighting and music to soothe them; a hotel room that prepares for a guest’s arrival by adjusting temperature and lighting based on previous preferences — these are not hypothetical concepts, but tangible goals on LG’s roadmap.
To power this intelligent expansion, LG and Microsoft are also collaborating on building more energy-efficient AI data centers. LG’s advanced chiller systems and thermal management technologies are being optimized for AI workloads, supporting the infrastructure needed for responsive, sustainable digital ecosystems.
The bigger picture: LG’s role as a Global Innovator
This fresh take on artificial intelligence is a natural extension of LG’s broader identity as a global technology leader. With over 74,000 employees worldwide and 2023 revenues surpassing KRW 82 trillion, the company has long been a household name — but its evolution into a pioneer of empathetic digital experiences marks a new chapter.
Operating across four key domains — Home Appliance Solutions, Media Entertainment Solutions, Vehicle Solutions, and Eco Solutions — LG has the reach and capacity to implement this vision on a global scale. Its premium lines, including LG SIGNATURE and LG ThinQ, are already introducing consumers to intuitive technologies that not only perform but respond.
CEO William Cho emphasized that the goal is not just innovation for its own sake, but purposeful innovation. “It’s about finding new ways to deliver comfort, convenience, and care. We believe technology should enrich life — not just occupy it.”
A future that feels human
At CES 2025, LG didn’t just unveil new products — it presented a manifesto. In an era where technology is often seen as alienating or overwhelming, the company offered a radical alternative: a future where digital intelligence is driven by empathy and human connection.
“Life’s Good 24/7 with Affectionate Intelligence” is more than a slogan — it’s an invitation to reimagine what our relationship with technology can be. With the help of Microsoft and a visionary approach to AI, LG is building toward a world where devices do more than listen — they understand. And in doing so, they just might help us better understand ourselves.
