LG's technological journey through loving intelligence at CES 2025

Amidst the buzz of CES 2025 in Las Vegas, LG's sweeping semicircular facade provided one of the most compelling spectacles at the entire show as it brought the company's vision to life with vibrant animated characters. In addition to its eye-catching entrance, the booth embodied this year's theme, "Life's Good 24/7 with Affectionate Intelligence," demonstrating how LG's AI-powered innovations understand and improve every moment of daily life.

The journey through LG's AI-enhanced day began in Rise & Shine (LG AI Home) zone. Here, LG AI Home demonstrated how “Affectionate Intelligence” transforms daily routines for the better. At its core was an advanced on-device AI hub that learns and analyzes lifestyle patterns to deliver personalized solutions without the need for external server connections, improving performance and integrity. Visitors explored these AI innovations through an engaging double-sided diorama of transparent OLED Signage solutions with detailed miniatures, showcasing how LG’s on-device AI makes mornings more convenient and efficient by proactively understanding and responding to users’ needs.

Visitors were able to witness this technology in real-world scenarios. For example, when the system detected that someone was starting their workday, it automatically created the optimal environment by tailoring the lighting, temperature, and humidity in the room to their preferences.

With the acquisition of Athom, an industry-leading smart home platform company, LG’s AI seamlessly integrates with over 200 brands and 50,000 devices for limitless scalability and interoperability.

IN Connect & Cruise (Car-Commercial) Zone, LG showcased how its AI extends into the mobility space through the Vision AI Mobility Concept. Visitors experienced LG’s advanced In-Cabin Sensing technology, which recognizes drivers as soon as they enter the vehicle and monitors their comfort, safety and convenience throughout the journey. The system intelligently tracks the driver’s gaze to assess their attention and intentions while monitoring their health in real time, illustrating how LG’s AI enables a more personalized and safer mobility experience. In addition, LG’s digital out-of-home (DOOH) platform, installed on the wall to simulate a commercial space, its AI sensing capabilities improved visitor interactions.

Work & Create (Intelligent Office) Zone highlighted LG AI’s ability to transform a traditional office into an intelligent workspace. Visitors were able to see the 2025 gram lineup, featuring LG’s first AI-powered laptops – such as the LG gram Pro, LG gram Pro 2-in-1, LG gram and LG gram Book – that intelligently adapt to users’ work styles and requirements. Meanwhile, LG CreateBoard used its advanced AI features to offer efficient document analysis and summary generation, all designed to increase productivity.

IN Gear up & Game (Gaming Playground) zone, LG challenged visitors to try out its optimized, AI-powered gaming environment with its webOS smart gaming monitors including the LG UltraGear™ OLED Bendable Gaming Monitor. The versatile LG ThinQ ON system seamlessly connects with IoT sensors and devices to offer personalized gaming station configurations at the touch of a button. At the center of it all was the new, highly immersive webOS smart gaming monitor with α (Alpha) 9 AI processor, which delivers enhanced 4K visuals and 3D audio through AI Picture Quality Pro and AI Sound Pro.

The trip continued with a visit to the dynamic Inspire & Innovate -zone (LG Labs Studio), where innovation meets practical lifestyle solutions. This unique area showcased LG’s experimental products that cleverly combine different functions to create seamless experiences in multiple moments, including the multi-functional LG projector that is a projector, light and speaker in one.

The zone featured several more ingenious lifestyle solutions like the Indoor Gardening Appliance, the PureDuet coffee purifier, and pet-friendly LG AeroCat, as well as the ultra-compact CineBeam S projector and the elegant wine cellar.

In addition, the forward-thinking LSM (Lifestyle Solution for Mobility) and PBV (Purpose-Based Vehicle) demonstrated the company's commitment to improving daily life through innovative technology.

LG’s aesthetic reached its peak in the center of the booth, where luxury and intelligent technology achieved perfect harmony in an elegant setting. The centerpiece was the LG SIGNATURE OLED T, the world’s first transparent and truly wireless 4K OLED TV, which transformed traditional viewing experiences into the boldest artistic statements.

The atmosphere was further enhanced by a stunning kinetic media façade made of 28 transparent narrow OLED displays, synchronized with chandelier lighting to create mesmerizing images – from starry galaxies to stained glass patterns. This sublime display of art and technology in harmony demonstrated the true potential of LG’s advanced technology to transform everyday moments into extraordinary experiences.

Just around the corner presented Curate & Elevate The Upscale Home Living zone offers elegant, exceptional evening entertainment with the seamless integration of innovative LG TVs into the living room. In a stunning collaboration with iconic design house Kartell, the LG SIGNATURE OLED T was witnessed in all its glory. This revolutionary display effortlessly transitions from transparent mode, offering an innovative and beautiful gallery experience, to opaque mode, delivering perfect blacks, vibrant colors and all the benefits of an OLED TV.

Within night area In the zone, LG seamlessly integrated its premium appliances with sophisticated designs. The centerpiece was a second-generation LG SIGNATURE 4-door French Door Refrigerator with a transparent OLED door panel, proudly standing next to the LG SIGNATURE Smart InstaView™ Over-the-Range Microwave and Slide-in Double Oven Induction Range, created in collaboration with Italian premium brand Molteni&C. Also on display were smart home solutions, including the LG SIGNATURE washer and dryer with AI DD technology and a striking 29-inch matte black washer and dryer that complemented the Molteni&C dressing room – each element showcasing LG SIGNATURE’s “Live Beyond” philosophy and premium innovations.

Escape & Immerse The Zone invited visitors to a groundbreaking showcase of personalized entertainment powered by the company’s Alpha 11 AI processor and webOS platform. This unique “man cave” featured an expansive 97-inch OLED TV, projection mapping and a “secret door” leading to an immersive LG TV AI World. Led by a virtual host, tech enthusiasts explored the exciting possibilities of Alpha 11 and webOS integration, experiencing innovations such as the AI-powered Magic Remote, Voice ID technology, cinematic sound and picture quality, and advanced deep learning and soundbar technology.

Last but not least, the distinctive curated Dive & Vibe- zone a multi-sensory exploration of AI-powered audio products created in collaboration with multi-platinum musician and tech entrepreneur, will.i.am. The “xboom by will.i.am” line showcased the fusion of technique, AI and musical creativity with its AI capabilities, including AI sound, AI light and AI calibration features, as well as will.i.am’s RAiDiO.FYI platform, which features an AI radio host that personalizes infotainment content for each listener. Visitors could experience the LG xboom’s signature sound, professionally tuned by will.i.am, through the new family of Bluetooth speakers – xboom Stage 301, xboom Bounce and xboom Grab – and the new earbuds, xboom Buds.

This year’s LG CES booth masterfully illustrated how “Affectionate Intelligence” transforms technology from a mere tool to an intuitive companion, seamlessly integrating AI across all dimensions of the human experience – from the home and office to the entertainment and mobility sectors. Stay tuned as LG continues to redefine innovation and enrich daily life, proving once again that life is good.