LG Electronics releases brand film focused on AI integration

LG Electronics has launched a new brand film titled "Less Artificial, More Human" as the latest installment in its ongoing global "Life’s Good" campaign. The film serves to promote the company’s vision of "Affectionate Intelligence," an initiative aimed at shifting the focus of AI development toward personalization and emotional understanding.

The content showcases how LG’s AI-powered systems function across various environments, including residential homes, professional workplaces, and personal vehicles. By automating domestic chores and adapting to user preferences in transit, the company aims to position its technology as a support tool that integrates into daily routines without becoming a central disruption.

"Our brand’s focus is not just on AI technology itself, but on how it enhances customers' lives in meaningful ways," said Kim Hyo-eun, vice president of LG’s Brand Management Division. The campaign is currently rolling out across several international markets, including the UK, Germany, Brazil, Mexico, and Australia.