LG Is Now a ‘Smart Living’ Company: Here’s How AI, Content, Vehicle Software, and HVAC Are Playing a Key Role

Being recognized in the global consumer electronics industry is not easy. Imagine the effort it took to make sure people associate Apple with creative work and aspiration, or how graphics cards instantly remind you of NVIDIA, how “Thanda matlab Coca Cola” spread like wildfire, and how iPod was once the default term for MP3 players.

Similarly, LG, or Lucky Goldstar as it was known earlier, is known for its appliances. Visit any Indian household and you are likely to find an LG product – be it an air conditioner, a television, a refrigerator or simply a microwave. LG took years of groundwork and branding to make people aware of its products, and while it has managed to associate appliances with the brand, the company is now diversifying – to become a ‘smart living company’. And no, as many might think, this is not simply a rebranding exercise; it is a complete overhaul that LG wants for its brand image – to create a good life for people, at a time when the world of consumer technology is changing rapidly.

In simple terms, LG doesn’t just make appliances. In fact, its product portfolio now also includes vehicle solutions that focus on making your car an extension of your home, if you will. It is also working on educating the masses about social media algorithms and how to tweak them to provide good content. Of course, it has its own AI strategy, with its own rules governing the development of “Affectionate Intelligence.” Furthermore, the company is constantly working on improving its existing domains, such as HVAC solutions, to promote electrification and contribute to solving the problem of climate change.

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AI for LG is “intelligence full of feelings”

AI in Apple’s case stands for Apple Intelligence, similarly in LG’s case AI stands for “Affectionate Intelligence” and the company views this field as a way to care for and make people’s lives more enjoyable.

But first, let me address a taboo topic: How does AI come into play in the case of a washing machine or a refrigerator? When it comes to electronic devices that we use every day, it is imperative that companies work on experiences where the end user doesn’t have to think much. For example, some LG washing machines use AI to identify the material of the clothes and, depending on the type of material and user preferences, choose the best way to wash them. Usually, when it comes to devices like washing machines, many people simply ignore the myriad of options that the manufacturer has made available, but this is where AI comes in.

LG says it has acquired information from 700 billion hours of device usage across 700 million LG devices worldwide, so the company believes it can help people live better lives—good lives through customer-centric AI. “LG leverages its vast repository of information and hundreds of millions of devices as an AI acceleration platform, which will help us deliver the most customer-centric AI,” said Han Eun-jung, vice president of LG AI Lab.

Think about it: We’ve seen popular AI bots like ChatGPT and Gemini, based on advanced LLM models, play a key role in bringing convenience to businesses and increasing productivity to consumers, but so far we’ve rarely heard of AI being implemented in the products we use every day: our appliances—washing machines, air conditioners, TVs—after all, these are some of the products we spend a lot of time using. So, on a product level, it makes sense that LG is filling this gap.

“It is crucial that AI delivers real value to our customers through human-centric innovation, and that is what Affectionate Intelligence is all about,” said Han Eun-jung, vice president of AI Lab at LG.

On a different note, we’ve seen how negatively the word “AI” is perceived. Not only has LG used something (in this case, Affectionate Intelligence) to brand it, but other giants like Apple have also used other branding in the form of Apple Intelligence, and I understand where those companies are coming from. Many other companies may soon follow suit, creating their own terms.

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Helping people consume better content, connecting with young people

LG is also working to improve its connection with young people—to help them understand how its products can help them. To that end, the brand has begun efforts to build physical spaces, such as Ground220 in Seoul, where customers can come and take part in a wide range of activities, including designing their own T-shirts and learning more about the brand’s various offerings.

Additionally, LG doesn’t shy away from acknowledging that social media can sometimes be a toxic place. And to that end, the South Korean giant has launched a campaign called “Optimism Your Feed.” To that end, LG has worked with creators to curate curated playlists and original content for audiences that help build optimism and train algorithms to show them content that will lift their spirits and stay positive in the long run. You can find it on LG’s YouTube channel and other social media platforms.

And especially for India, they organized an All Indian K-POP contest where young Indians could come and showcase their K-POP skills. This is another way for the brand to promote its brand promise, Life’s Good.

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LG’s HVAC Strategy in India

India is a harsh climate, with extreme winters and brutal summers, which requires customized products. LG is working on creating locally adapted products and, more importantly, introducing energy-saving solutions that help reduce electricity consumption – promoting sustainable development.

To that end, the brand told us it’s doing so by investing in local infrastructure. “LG is committed to leading the HVAC market with innovative, energy-efficient solutions that meet the unique needs of customers in each region. Our investments in local infrastructure, including research and development, distribution and service networks, ensure that we deliver tailored solutions that enhance comfort and sustainability,” said James Lee, head of the Air Solution Business Unit at LG Electronics Home Appliance & Air Solution Company.

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Vehicle solutions aim to improve the cabin experience

Many of the interfaces you see in today’s cars from some manufacturers, like Mercedes, Hyundai, and Kia, involve LG. How? Well, that includes pillar-to-pillar (P2P) displays in cars like the Mercedes EQS, ADAS systems, and of course in-vehicle entertainment platforms like Playware. When I spoke with Valentin Janiaut, software solutions leader at LG VS Company, he told me that LG is currently considering two key products: Playware and Metaware. And both are attempts to make cars an extension of our living spaces—especially considering how much time we spend in them.

For those who don’t know, Playware is a secondary system that exists in tandem with Android Auto and Apple CarPlay to provide an entertainment experience and is mainly offered in cars with multiple displays. Metaware, on the other hand, is designed to improve driving characteristics by using augmented reality and mixed reality to deliver important information via the AR HUD in cars. Additionally, it also uses procedural AI generation to create 3D environments for maps.