Adding a Human Touch to AI: LG’s Affectionate Intelligence
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By News Reporter
LG first incorporated Wi-Fi modules into its home appliances over a decade ago, and since then, the company has continued to enhance home living with its groundbreaking innovations. A leader in the fast-growing AI home appliance market, LG is now applying its proprietary on-device AI chip – the ‘DQ-C’ – to its latest lifestyle solutions, infusing them with the unique power of ‘Affectionate Intelligence.’
Introduced by CEO William Cho at CES 2024, Affectionate Intelligence underscores LG’s commitment to delivering differentiated customer experiences via cutting-edge AI technology that is more caring, empathetic and attentive.
Affectionate Intelligence is built on three pillars: Real-time Life Intelligence, drawing insights from real-life data gleaned from our global LG smart products and diverse IoT devices; Orchestrated Intelligence, seamlessly coordinating the operation of interconnected devices in alignment with customer preferences and intentions; and Responsible Intelligence, ensuring secure learning and adaptation, upholding privacy and integrity while delivering personalized experiences.
Enhancing Convenience with an Expanded ‘Affectionate Intelligence’ Lineup
LG’s expanded Affectionate Intelligence home appliance lineup now boasts 11 product categories: air conditioners, washing machines, dryers, Styler, air purifiers, robot vacuums, refrigerators, electric ranges, dishwashers, water purifiers and TVs.
Launched earlier this year in South Korea, the Affectionate Intelligence stand-type air conditioner offers unparalleled comfort with enhanced ‘AI Smart Care,’1 a feature that detects the user’s location in real time and automatically adjusts airflow directionality, intensity and temperature. Another innovative addition is the WashCombo all-in-one washer and dryer, which selects the optimal drum motions from LG’s 6Motion technology to gently yet thoroughly care for user’s laundry2 after analyzing each load’s weight, humidity level and fabric types.
Looking ahead, LG plans to evolve its Affectionate Intelligence into a generative AI-based service that extends beyond the smart home to diverse sectors and spaces, including mobility and online.
LG’s AI Home Appliances: From Wi-Fi Modules to Hyper-Personalized ThinQ UP 2.0
In 2011, LG became the first manufacturer to apply Wi-Fi modules to its home appliances. Six years later, in 2017, the company expanded Wi-Fi connectivity to most of its appliance lineups, introducing the LG ThinQ brand and ushering in the era of AI home appliances.
In January 2022, LG elevated customization and convenience with the launch of ThinQ UP, allowing the addition of new features to compatible LG appliances based on the analysis of customers’ usage patterns and habits. ThinQ UP home appliances operate intelligently, reducing the time and effort associated with household chores. They also offer flexible subscription options along with the ability to add new user-friendly services. With 336 downloadable ThinQ UP features now available3 – and more being added regularly – users can continually update their existing appliances for a tailored, always-evolving customer experience.
Last year, LG signaled the beginning of a new era for AI appliances with the South Korean debut of ThinQ UP 2.0. This latest smart life solution from the company offers hyper-personalization with advanced, new features plus a range of subscription services from LG and various partner companies.
Dedicated On-Device AI Chip Lineup and Expanded Application
In July 2023, after more than three years of research and development, LG revealed the DQ-C chip – a sophisticated on-device AI chip – and a brand-new operating system for home appliances. Last year, the company also established an organization specifically tasked with developing the next-generation of AI chips for future Affectionate Intelligence home appliances. This forms part of LG’s strategy to diversify its growing portfolio of state-of-the-art AI chips, and to bring the many benefits and advantages of AI-powered performance and features to more customers.
With ‘Affectionate Intelligence’ and impressive core technologies, LG has solidified its position as a global leader in the home appliances industry, and cemented its reputation as a smart life solutions company.
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1 Products capabilities are currently available in Korean region only.
2 Availability for products, features and home services may vary depending on model and region.
3 Availability for products, features and home services may vary depending on model and region.
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[Executive Corner] Orchestrating “Affectionate Intelligence” With AI Processors Exclusive to LG OLEDBy News Reporter
Imagine a TV that not only delivers your favorite shows in incredible picture quality but also connects with you on a deeper level. That concept is no longer bound to imagination, as LG’s latest TVs are capable of understanding what you want and need, tailoring every moment you spend with it through ‘Affectionate Intelligence.’ This is the essence of LG’s unwavering commitment to crafting empathetic algorithms through three decades of technological innovation. This ethos seamlessly extends to the development of its AI chipsets, which are designed to foster more meaningful TV interactions.
As a testament to this dedication, LG’s Alpha AI processor, engineered exclusively for its OLED TVs, made its global debut a decade ago as one of the biggest breakthroughs in TV processing technology history. This AI-powered processor is constantly evolving based on customer feedback, which guarantees a TV experience that only gets better with time.
Amidst the widespread adoption of OLED panels, LG OLED TVs set themselves apart courtesy of the first OLED-dedicated AI processor. This processor leverages advanced algorithms and cutting-edge upscaling technology to unlock uncharted levels of picture quality within LG OLED TVs.
Various processing technologies continue to evolve with AI, notably showcasing significant performance enhancements in the Neural Processing Unit (NPU) – essential for affectionate intelligence – with a remarkable surge of 400 percent. LG’s latest OLED evo TVs1 are equipped with the new α (Alpha) 11 AI processor which boosts processing speeds by 30 percent compared to its predecessor.
What’s more, LG’s premium AI processing technology has expanded to LG QNED TVs, taking the performance of its high-end LCD TV lineup to new levels. LG QNED TVs feature the Alpha 8 AI processor to achieve a 1.3-fold increase in AI performance and 1.6-fold increase in processing speed compared to its predecessor. These remarkable advancements come together to form a powerful yet refined audiovisual experience that heightens the audience’s sense of immersion.
At the core of LG’s AI TVs lies a deep understanding of the user’s preferences, habits and desires. Seeking to enrich the home entertainment experience with versatile personalization and added convenience, the latest LG AI TVs can recognize voices based on unique webOS profiles, making it easier to deliver personalized recommendations based on their personal viewing history.
This user-centric approach lets users access their favorite or most-used content and services in an instant, while Picture Wizard works to tailor picture quality to their preferences to foster a deeper understanding and connection. Picture Wizard lets users pick from a range of image options, so that they can fine-tune images to their liking and receive greater viewing satisfaction without having to learn everything there is to know about technical aspects such as brightness, contrast or sharpness.
With sound quality now deemed just as important as image quality in completing the viewing experience, AI processing technologies have been evolving to help the TV’s audio performance catch up. AI Sound Pro offers richer and fuller audio while the LG TV’s built-in speakers produce virtual 11.1.2 surround sound to heighten immersion. The AI can even enhance dialogue clarity by separating vocals from the soundtrack, making it seem like sounds are emanating naturally from the screen’s center. Moreover, WOW Orchestra creates three-dimensional audio which works in unison with the TV’s built-in speakers and compatible LG soundbars, creating a unified sound together.
LG’s focus on the webOS smart TV platform, which powers over 200 million smart TVs, is clear for everyone to see. webOS enriches everyday life experiences with versatile personalization and enhanced convenience in the form of individual profiles, voice recognition and recommendations based on viewing history. With its extensive user base, LG is set to maintain a strong presence in targeted advertising, FAST and content streaming services.
Lastly, the webOS Re:New program2 offers the latest webOS upgrade to existing LG Smart TV owners to guarantee the most up-to-date TV experience for the next five years. That means consumers purchasing an LG OLED TV or LG QNED TV launched in 2024 can benefit from the latest webOS platform until 2028.
To explore the various efforts the LG Home Entertainment Company is making to curate life-enriching experiences for every kind of user, stay tuned to the
link hidden, please login to view. By Jung Jae-chul, home entertainment research and development lab leader of HE R&D Lab at LG Electronics
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1 LG OLED evo M4 and G4 models.
2 Pop-up notifications offering a full upgrade without the need to select specific UX, UI or features are only sent to customers who have agreed to receive them. Please note that this upgrade does not cover the TV’s hardware performance, features or durability.
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By News Reporter
In this installment of On the Job, we go inside LG Labs, LG’s marketing platform established to deliver experimental and innovative product and service experiences to its customers. We’re here to learn more about how it brings one-of-a-kind products and service experiences to customers.
As it transforms into a younger and innovative company, LG is fully committed to delivering a consistent supply of groundbreaking products and technologies that appeal to the younger generation. Playing a key role in this shift is LG Labs, a platform established to push the limits of innovation and turn imagination into reality by doing something that doesn’t come natural to most – thinking outside the box.
Since making its world debut at CES 2023, LG Labs has been presenting some of the most experimental and innovative products and services to global customers. Set up to bring a younger and more innovative feel to the LG brand, LG Labs’ purpose is to develop products that resonate with the younger generation, helping it build strong and lasting brand values that will be crucial to sustaining its leadership status into the future.
“If we discover an innovative idea that can provide new, unique experiences to customers, it doesn’t matter if it is low in business priority or small in market size,” explained Kong Dae-won, leader of LG Labs. “Even before launch, LG Labs actively engages with real customers through various channels and considers their honest feedback, providing us more opportunities to bring our potentially game-changing ideas to life.”
(From left to right) Kong Dae-won, leader of LG labs, and Woo Hyung-bihn, specialist at LG Labs
To decide which product to develop, LG Labs brings together experts from LG Global Marketing Group, Design Management Center, CX Center, Quality Management Center and other related departments. The questions every LG Labs expert must ask themself are: Is this something we’ve never tried before? Is it a new concept for the industry? And does it have business potential?
For example, DukeBox, which was unveiled at
link hidden, please login to view, creates an entirely new product category and unique music experience by combining a vacuum tube motif with Transparent OLED tech. In fact, despite launching only a year ago, LG Labs has already invented several never-before-seen products including , Bon Voyage and brid.zzz. Bon Voyage featured at Wanderlust Korea
“We felt it was important to bring our innovations to customers directly and provide the opportunity to experience our innovative ideas in person,” said Kong Dae-won. “Over the past year, brid.zzz, Bon Voyage and DUOBO were featured in the LG Labs experience zone at offline events in South Korea, including Wanderlust Korea, Isegye Festival and Go Out Camp Festival. As a result, we were able to reach more than 40,000 customers and received invaluable feedback from more than 2,000 visitors.”
This year’s CES LG Labs booth was twice the size of last year’s booth, and the response from visitors was twice the scale as well. DukeBox was a big hit, especially with the big music labels in attendance as it fit seamlessly with their content and music. As a result, LG is currently in talks with a famous label on a potential collaboration that would undoubtedly strike a chord with young music fans.
LG Labs offline experience zone at Isegye Festival in Korea
Beginning last year, LG started focusing on targeting younger customers. This year, it’s taking things a step further by entering their social and online channels to generate more engagement. By leveraging the influence of creators who resonate with the younger demographic, LG plans to adopt an online and offline hybrid marketing strategy to communicate the new and exciting experiences of LG Labs’ products. This includes expanding its experience events overseas.
LG Labs aims to expand the company’s future business portfolio while encouraging both executives and employees to challenge convention by fostering an organizational culture that welcomes and rewards it. There’s much more to come from LG Labs over the coming years, so watch this space for more inventions designed to make life good!
Stay tuned to the to find out what other LG teams and employees are getting up to.
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By haptrail
I have an LG C2 Web OS TV and a Roku Ultra Model 4670RW. The Roku comes with an option called "1-touch play" which allows you to switch the TV from between devices connected to other HDMI 2.1 inputs. I have a Roku in one input, a DVD player in another, and a Directv Streaming box in another. With this same setup on a Vizio V435-H11 TV, I am able to press the home/play buttons on the Roku remote and no matter which input I'm watching, it will switch to the Roku. Same with pressing remote buttons on the DVD player and Directv remotes - the TV will switch to that device. But with the LG C2 TV, none of the switching takes place when pressing the same buttons on the remotes for the other devices. I have enabled the "1-touch play" on the Roku remote (settings/system/control other devices/1-touch play), and I have enabled the IR Setup (settings/Remotes & Devices/Remotes/Enhanced Voice Remote/Setup Remote for TV Control/IR setup). I cannot enable the CEC setup on the Roku Remote, but that doesn't affect the 1-touch play switching function on the Vizio TV so I don't think that plays into the limitation on the LG C2. I have also enabled the CEC (Simplink) function on the LG C2 (General/Devices/HDMI Settings/Simplink (HDMI-CEC)). I've read some solutions online and have done a system restart on the Roku as well as disconnecting all devices from power, disconnecting all the HDMI cables, waiting 5 minutes, and reconnecting all. I am using all new 2.1 HDMI compatible cables. Any body else having this problem with using a Roku Ultra and an LG C2 TV and found a solution? Thanks!
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