LG Electronics CEO Cho Joo-wan announced a strategic alliance with US IT giant Microsoft on Monday in Las Vegas, a day before the opening of CES 2025, the world's largest consumer electronics and IT trade show.
In his presentation, Cho highlighted the evolution of “affectionate intelligence,” describing it as a technology that seamlessly integrates physical and virtual environments to deliver a holistic customer experience.
“Affectionate intelligence offers unparalleled customer value by bridging diverse spaces, making it distinct from other artificial intelligence technologies,” the CEO said.
While this is not the first collaboration between LG and Microsoft, it marks a significant expansion of their partnership.
Previously focused on individual AI-powered products, the companies are broadening their efforts to encompass areas like AI-enabled homes, mobility solutions and commercial applications to deliver a total experience for the customer.
According to Cho, LG plans to integrate Microsoft’s advanced AI technologies with insights derived from its extensive range of products across various spaces, including homes, vehicles and commercial environments to provide integrated affectionate intelligence services.
The partnership aims to develop and refine AI agents capable of operating seamlessly in diverse environments -- from homes and vehicles to hotels and offices. By leveraging Microsoft’s speech recognition and synthesis technologies, LG’s AI agents are designed to understand diverse accents, pronunciations and colloquial expressions, delivering more natural and intuitive interactions.
Additionally, the two firms plan to co-develop AI agents that not only comprehend customer needs but also anticipate preferences and provide proactive solutions. They also unveiled plans to collaborate on the development of next-generation AI data centers.
Judson Althoff, Microsoft’s Chief Commercial Officer and Executive Vice President, announced that the partnership will leverage LG’s cutting-edge cooling technology, including its industrial-grade chiller systems, to optimize thermal management for Microsoft’s AI data centers. This initiative aims to create sustainable and efficient solutions tailored to the increasing demands of AI innovation.
Cho underscored LG’s ultimate goal of creating a connected experience where products and services seamlessly integrate to enhance daily life. “No matter how our lives evolve with AI, LG will remain steadfast in delivering the unchanging value of ‘Life’s Good,’” he emphasized.
Monday’s announcement was part of LG’s "Life’s Good 24/7 with Affectionate Intelligence" World Premiere event. The exclusive showcase for global media and partners highlighted LG’s innovations and forward-looking vision for AI-driven transformation.
