LG CEO Redefines AI as ‘Affectionate Intelligence,’ Highlights the Technology’s Key Role in Elevating the Customer Experience and Creating a Better Life for All
LG Electronics (LG) today held its LG World
Premiere press conference at the Mandalay Bay Convention Center in Las
Vegas, Nevada, USA, introducing its new vision and exhibition theme for CES
2024, ‘Reinvent your future.’
CEO William Cho opened the proceedings by restating the
company’s ambitious goal – first announced last year – to transform into a
Smart Life Solution Company. Having gained a rich understanding of global consumers
and their living spaces for close to seven decades, the company is now going
beyond the home, expanding its business into diverse spaces including mobility,
commercial and virtual. In every arena, the company aims to improve the
customer experience by focusing on five key elements dubbed 3C2S: Care,
Connectivity, Customisation, Servitisation and Sustainability.
AI Redefined as ‘Affectionate Intelligence’
In its journey to innovate and elevate the customer
experience, LG has identified AI as one of the most essential enablers of
success. Rather than fixating on the evolution of the technology itself, LG is dedicated
to demonstrating how AI can provide tangible benefits in the real world.
The company redefined AI as “Affectionate
Intelligence,” revealing a belief that AI can foster a customer experience that
is more caring, empathetic and attentive.
Real-Time Life Intelligence
During the press conference, CEO Cho highlighted the
unique characteristics of LG’s AI solutions, starting with its capacity to
harness a wealth of data, in both scale and quality. Among the 500 to 700
million LG products currently in use worldwide, there are many smart devices equipped
with AI-supported intelligent sensors that are optimised to learn and analyse users’
‘physical’ and ‘emotional’ life patterns.
Whereas many companies rely on internet-based data to
train their AI, LG has the advantage of being able to draw on ‘real life’ data
gathered from billions of connected devices, encompassing LG smart products and
a wide range of IoT devices. This dataset can provide valuable insight into
customer-device interactions, as well as customers’ environments, behavior
patterns and emotional states. This multi-faceted data can also give the
company a more complete picture of its customers’ lives at home, enabling the
delivery of better and smarter lifestyle solutions.
Orchestrated Intelligence with LG AI Brain
CEO Cho went on to explain the integral role played
by the LG AI Brain, a powerful processing engine driven by LG’s large language
model (LLM). Leveraging the company’s vast repository of user data, the AI
Brain forecasts customers’ needs based on user-product interactions and contextual
learning, performs advanced reasoning processes, and generates optimal
solutions through orchestrating the actions of physical devices.
Ultimately, this allows the company to provide
intelligent services and experiences for the various spaces in customers’
lives, all delivered in a more intelligent and efficient manner, showcasing the
attentiveness embedded in LG’s concept of Affectionate Intelligence.
Commitment to Responsible Intelligence
LG is acutely aware of its responsibility to employ
AI in an ethical manner and is dedicated to being accountable for the impacts
and consequences of its decisions and actions. The company aims to develop AI systems
that benefit all users, promote safe behavior and ensure the security of all
collected personal data.
Highlighting this commitment is the company’s robust data
security system, LG Shield, designed to protect personal data and
information at every stage of the process, from collection and storage to utilisation.
Dedicated to realising Responsible Intelligence, LG aims to surpass required
industry benchmarks for the implementation of AI.
In his concluding remarks at LG World Premiere, CEO Cho emphasised that LG's approach to AI is
firmly rooted in the belief that customers should have full control. He also
added, “Life's Good. This is our
solid and uncompromising promise that motivates us to create a better life for
our customers, even in the age of AI.”
At the event, CEO Cho was joined on stage by Jung Ki-hyun,
vice president and head of LG’s Platform Business Center, and Eun Seok-hyun,
president of LG Vehicle component Solutions (VS) Company, who introduced
AI-based innovative technologies and strategies.
Starting with the home, vice president Jung presented
a blueprint for LG’s AI-based smart home. In line with the vision to transform
into a smart life solution company, the company is incorporating LG’s unique ‘Affectionate
Intelligence’ technology into the ThinQ platform. Mr. Jung not only unveiled
innovative new services, such as ‘ChatThinQ,’ a generative AI chatbot that
enables natural conversations with customers, and ‘3D Home View,’ a 3D visualisation
of the home for integrated control of spaces in an intuitive way, but also
revealed plans to launch a new smart home hub.
And, in mobility, the company shared its vision for
cars as a ‘living space on wheels’ powered by software-defined vehicle (SDV)
solutions. In line with this vision, Eun Seok-hyun, president of LG VS Company,
introduced LG αWare, the company’s suite of software solutions for SDV.
LG αWare includes versatile software modules to enhance
existing vehicle operating systems and to assist in building new platforms;
operation solutions to help software developers throughout the SW development
process from design to deployment; in-cabin entertainment solutions that enable
high definition content viewing and high quality sound; and human-machine
interface solutions that utilise AR/MR and AI technologies to provide an
immersive in-vehicle experience. The company also introduced LG ‘Alpha-able,’ a
mobility concept embodying its hardware and software solutions that bring
together the company’s vision of future mobility, which will be on display for
the first time at CES 2024.
Visit LG’s dedicated CES site (www.LG.com/CES2024)
and the LG Global YouTube channel for more information on what the company has in store for CES 2024, and
to keep up with all the latest news during the event (January 9-12).
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