LG’s "Affectionate Intelligence" Brings A Human Touch To AI

LG Electronics is launching its new "Affectionate Intelligence" campaign across the Middle East and Africa (MEA), introducing a fresh vision for the future of artificial intelligence (AI)—one that prioritizes people, not just performance.

At the heart of this campaign is the debut of Nour, a Middle Eastern AI influencer, and Zala, an African AI influencer, both serving as LG’s brand ambassadors.

With their role focused on educating, engaging, and emotionally connecting with audiences across platforms, they represent LG’s shift from artificial to affectionate intelligence. Through this initiative and its guiding philosophy, “Affectionate Intelligence for YOU,” the brand is moving beyond automation to build technology that’s more intuitive, more personal—and ultimately, more human.

In an industry driven by specs and speed, LG is shifting the focus to meaningful connections with its Affectionate Intelligence—a human-centric approach that brings the "Life’s Good" philosophy to life by creating thoughtful, enriching experiences through AI.

Reimagining the Role of AI at Home

For LG, the future of innovation isn’t just about smarter machines—it’s about creating AI that understands daily life on a deeper level.

This means devices that don’t just react but adapt. LG’s latest OLED evo TVs use AI-powered personalization to adjust picture and sound based on your individual preferences and environment—turning everyday viewing into a more thoughtful, human experience.

LG’s home appliances now integrate LG AI Core-Tech to deliver optimized, user-centric performance. Leveraging advanced features such as AI DD™, LG washing machines intelligently detect laundry weight, fabric type, and soil level to automatically select the most suitable washing pattern—ensuring both efficiency and care.

Similarly, refrigerators equipped with AI Inverter™ technology learn users’ usage patterns over time, adjusting cooling settings to maintain optimal freshness. The result is a seamless, intelligent experience that simplifies everyday tasks without drawing attention to the technology itself.

From Artificial to Affectionate

While most AI aims for efficiency, LG is committed to developing empathetic intelligence. By incorporating its human-centric philosophy, LG aims to move beyond technology-driven approaches—creating AI that treats people as individuals with habits, preferences, and evolving routines. It’s a transformative shift in home technology, where the focus moves from pure productivity to meaningful personalization.

“We all know AI stands for artificial intelligence,” said Phil Jung, MEA Regional CEO. “At LG, we focus on affectionate intelligence.” He went on to explain that AI should “care for and empathize with customers, provide tangible benefits and improve the customer experience.” This approach not only elevates daily living but also resonates strongly in the Middle East and Africa—a region where hospitality, family life, and comfort are deeply valued. By designing AI that understands and adapts to individual preferences, LG is well-positioned to enhance home experiences in culturally meaningful and locally relevant ways.

This philosophy now sits at the core of LG’s innovation strategy, guiding how its products are imagined, designed, and experienced.

A Vision That Speaks to the Region

For families in the MEA region—where daily life is closely tied to comfort, tradition, and togetherness—LG’s approach feels especially relevant.

Tech that understands the rhythm of the home, the demands of the climate, and the importance of ease and reliability is more than a convenience—it’s essential. LG’s Affectionate Intelligence is being shaped with these local insights in mind, blending global innovation with regional values to ensure that Life’s Good feels personal, meaningful, and truly connected to everyday life in the MEA region.

For more information on LG’s AI innovations and smart home technologies, please visit www.LG.com.

All images courtesy LG.