LG launches new AI services to help daily life at home, car and office

At the 2025 International Consumer Electronics Show (CES), LG Electronics officially launched a series of new artificial intelligence (AI) services designed to help consumers improve convenience in daily tasks at home, in the car and in the office. LG Electronics CEO Cho Joo-wan said at the press conference that the company’s goal is to redefine people’s living spaces and integrate AI into every corner of daily life.

Zhao Zhouwan mentioned that LG’s AI strategy is called “friendly intelligence” and emphasizes the human-centered design concept. The company focuses on three major areas: connected devices, powerful AI assistants, and integrated services. In addition, LG also announced a strategic partnership with Microsoft to jointly promote innovation in AI technology. An important result of this cooperation is that Microsoft's Xbox cloud gaming will be provided on LG's smart TVs through the Xbox application, which will help LG catch up with rival Samsung in the field of cloud gaming.

Xbox Game Pass Ultimate gives users direct access to hundreds of games on LG Smart TVs, including Call of Duty: Black Ops 6 and the upcoming Avowed. Users only need a Bluetooth wireless controller to enjoy a smooth cloud gaming experience. Chris Jo, senior vice president of LG Media and Entertainment Solutions Company, said that this cooperation will enrich the gaming experience of LG smart TVs and provide more choices of popular games.

LG also acquired startup Athom, aiming to integrate its hundreds of millions of devices with 170 brands to more efficiently generate AI services and collaborate with other platforms. The company showcased a cute rolling robot called Q9 that can have natural conversations with family members, further embodying LG's vision of using AI in family life.

LG hopes to realize a labor-free home life and create a seamless life experience through its home-specific operating system and core home appliance technology. AI will be applied to various life scenarios. For example, in the car, AI can interact with the driver through voice, prompting an accident ahead and suggesting diversions, and even playing relaxing music to help the driver when an elevated heart rate is detected. Calm.

At the launch, LG said it will help consumers manage complex content relationships, find free content, and handle multiple subscription services in the home. The company hopes to make the mobility experience in the car more personalized and improve overall travel convenience.