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LG kicked off the AI bandwagon today with a new set of AI services to help consumers in their daily tasks at home, in the car and in the office.
The aim of LG’s CES 2025 press event was to show how AI will work in a day of someone’s life, with the goal of redefining the concept of space, said William Joowan Cho, CEO of LG Electronics at the event. The presentation showed LG is fully focused on bringing AI into just about all of its products and services.
Cho referred to LG’s AI efforts as “affectionate intelligence,” and he said it stands out from other strategies with its human-centered focus.
The strategy focuses on three things: connected devices, capable AI agents and integrated services. One of things the company announced was a strategic partnership with Microsoft on AI innovation, where the companies pledged to join forces to shape the future of AI-powered spaces.
One of the outcomes is that Microsoft’s Xbox Ultimate Game Pass will appear via Xbox Cloud on LG’s TVs, helping LG catch up with Samsung in offering cloud gaming natively on its TVs. LG Electronics will bring the Xbox App to select LG smart TVs. That means players with LG Smart TVs will be able to explore the Gaming Portal for direct access to hundreds of games in the Game Pass Ultimate catalog, including popular titles such as Call of Duty: Black Ops 6, and upcoming releases like Avowed (launching February 18, 2025).
Xbox Game Pass Ultimate members will be able to play games directly from the Xbox app on select LG Smart TVs through cloud gaming.
With Xbox Game Pass Ultimate and a compatible Bluetooth-enabled wireless controller, players will be able to play games through the Xbox app (available in LG’s Gaming Portal) via cloud gaming. Xbox Game Pass Ultimate members can also play select games they own beyond the Game Pass catalog, such as NBA 2K25, Hogwarts Legacy, and more.
“We are thrilled to announce the partnership with Xbox, which aims to enrich the gaming experience on LG Smart TVs with a broader selection of popular games,” said Chris Jo, senior vice president of platform business at LG Media Entertainment Solution Company, in a statement. “The Gaming Portal will provide users with a seamless, convenient and exciting way to enhance the gaming experience on LG Smart TVs.”
“Our partnership with LG will help players easily discover and play games through the new Gaming Portal on LG Smart TVs,” said Lori Wright, Corporate Vice President of Xbox, in a statement. “We’re fortunate to have a great partner in LG who LG recently acquired Athom, a startup aimed at integrated services and LG will use this to unify its hundreds of millions of devices and 170 brands to make it easier to generate AI services and work with other platforms.”
LG said it has taken a comprehensive approach of developing capable AI agents integrated with the services of partners to offer AI in a more scalable and faster way.
One demo showed a cute little rolling robot dubbed Q9, which uses AI to talk to a family in the home in a conversational way.
Ultimately, LG wants to take the labor out of home life. It wants to create a seamless zero labor home via LG’s home-focused OS and core LG appliance technologies, all unified via AI in a way that adapts to our lifestyles.
“It’s a deeply personalized experience with dynamic services that evolve to the customer’s environment,” LG said.
It will have a variety of hubs in our lives for AI, like self-driving hubs that will evolve responses based on circumstances. In a demo, the AI talks via voice to the driver of a car, saying there is an accident ahead and suggesting an alternate route. On top of that, the AI says you probably won’t make your meeting on time and asks if the driver would like to initiate the call from the car.
The car can detect a change in vital signs for the driver, like an increase in heart rate, and it can suggest to calm the driver’s nerves by playing a focus and relaxation play list.
LG promised to help consumers with complex relationships with content, finding free content where possible and dealing with multiple subscriptiosn in the home.
Priscilla Higa of LG vehicle solutions sales said in the press event that LG AI wants mobility in the car to be a highly personalized experience in the space of the car. So the solutions you get in the car are tailored to the moment.
“The mobility experience is enhanced by AI, like a thoughtful assistant on the move,” Higa said.
LG introduced a lot of its new products, such as new TVs, for CES 2025 during the month of December.
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