LG has revealed its vision for AI-powered customer experiences under the banner of “Life’s Good 24/7 with Affectionate Intelligence” at CES 2025 to “transform daily life for the better.”

LG’s “Affectionate Intelligence” is designed to focus on AI’s potential to enhance the customer experience. It uses AI to “better understand and empathise with customers” and create a more personalised experience.

“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 harmonise to create entirely new customer value. This is where our Affectionate Intelligence truly shines, clearly standing out from the others.” 

We have seen an endless amount of AI at CES this year, but LG is focusing less on the actual AI and more on the resultant customer experience. As part of this new focus, LG has developed its own AI agent, LG FURON, built on large language models with real-time spatial sensing and insights into customer patterns.

LG Furon will be able to adapt to the customer’s needs in real-time by understanding the context at that moment and coordinating devices and services to tailor the user’s end experience.

The new AI agent from LG will be able to enhance everyday life by following you around, offering suggestions such as “I noticed some coughing last night, so I adjusted the room temperature for your comfort” and “You don’t have any plans this afternoon – why not accompany your mother to her scheduled health check-up?” 

The end result is hopefully an AI agent in not just the home but wherever you are that can keep track of your day and offer ways to improve it.  

For example, at home, LG Furon will enhance your home entertainment experience by analysing your environment, patterns, and history to recommend tailored content. It will also adjust the loudness and clarity of audio and voice if you can’t hear it. 

Of course, to take advantage of LG Furon’s innovations, you will need LG products and services with this technology built in.

“Our ultimate goal is simple yet profound: to leverage AI as a means to create holistic customer value, no matter where 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 strive to deliver differentiated customer experiences – seen or unseen – to everyone, everywhere, every time.”

The jury is out on yet another AI agent and we will have to wait and see if it makes it to Australia, but maybe, just maybe, AI is finally becoming actually useful.



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