Cover LG’s new Electronics WashTower is a vertically stacked washer and dryer equiped with the brand’s AI Direct Drive (Photo: LG Electronics)
LG’s new Electronics WashTower is a vertically stacked washer and dryer equiped with the brand’s AI Direct Drive (Photo: LG Electronics)
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South Korean electronics giant LG has come up with the concept of ‘Affectionate Intelligence’, which leverages artificial intelligence to provide you with home companions that can empathise with your needs and tailor your experiences with them
Since its founding as Goldstar in 1958, LG Electronics has expanded from basic appliance manufacturing to developing comprehensive AI-powered living ecosystems, becoming an architect of AI-powered lifestyles.
On a recent press trip, Tatler learnt about how at the core of LG’s strategy lies ‘Affectionate Intelligence’, a proprietary approach that informs the central infrastructure of its appliances.
This “Less Artificial, More Human” approach, as LG describes it, is designed to shift how artificial intelligence interacts with users. LG smart devices, with Affectionate Intelligence, are optimised to learn and analyse your physical and emotional life patterns. Rather than waiting for commands, Affectionate Intelligence anticipates needs, adapts to changing routines and provides care that feels thoughtful rather than mechanically programmed.
Read more: 5 smart energy saving home appliances
In washing machines, LG’s AI DD motor goes beyond standard cycles, actively analysing fabric texture, load weight and washing frequency to develop customised care routines (Photo: LG Electronics)
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For example, in its washing machines, LG’s AI Direct Drive (DD) motor doesn’t just follow pre-programmed cycles. It analyses fabric texture, load weight and washing frequency to deliver the most suitable care routines. This represents a shift from reactive to predictive technology, where appliances learn individual household patterns rather than applying universal settings.
In refrigeration, its Inverter Linear Compressor leverages AI to monitor usage patterns and adjust cooling cycles accordingly. The system learns when doors are typically opened, where items are stored and how temperature preferences vary throughout the day, maintaining optimal conditions while reducing energy consumption by up to 32 per cent compared to conventional compressors.
Read more: 10 Korean cooking shows worth bingeing
LG Smart Park, where humans and robots work in harmony
Above The LG Smart Park, located in Changwon, South Korea integrates physical AI in its manufacturing lines (Photo: LG Electronics)
The LG Smart Park, located in Changwon, South Korea integrates physical AI in its manufacturing lines (Photo: LG Electronics)
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During the trip, we visited the LG Smart Park in the city of Changwon, about 2.5 hours from Seoul. In 2022, the park achieved the Lighthouse Factory designation from the World Economic Forum (WEF), making it one of only two facilities in South Korea to receive this recognition. Currently, only 189 manufacturing facilities worldwide have this honour, which indicates their exceptional implementation of Fourth Industrial Revolution technologies with measurable improvements in productivity, sustainability and agility.
The manufacturing floors of the LG Smart Park, for instance, feature integrated 3D logistics that use both ground and aerial space, as well as 5G automated guided vehicles that operate alongside human workers. This creates a safer, more efficient work environment where employees can focus on skilled tasks while automated systems handle the physically demanding transportation of materials and components.
Read more: Is physical AI ready to reshape our human reality?
Above Automated guided vehicles (AGV) in the LG Smart Park in Changwon, South Korea (Photo: LG Electronics)
Automated guided vehicles (AGV) in the LG Smart Park in Changwon, South Korea (Photo: LG Electronics)
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The LG Smart Park can produce 58 home appliance models on a single production line; its intelligent system can switch between manufacturing washing machines, refrigerators, air conditioners and other products with little downtime.
To monitor productivity, the facility’s Digital Twin analyses data every 30 seconds, predicting potential issues up to 10 minutes in advance. According to WEF site visit reports, this system reduced defective product returns by 70 per cent between 2020 and 2021.
The Smart Cottage for sustainable living
Beyond individual appliances, the company is now orchestrating these daily essentials into entire living ecosystems. Take the LG Smart Cottage, which is a modular, pre-fabricated and transportable home. It is integrated with LG’s ThinQ app ecosystem, which centralises the control of your appliances and IoT devices.
The ThinQ ON AI Home Hub also has automation capabilities such as Welcome Mode, which adjusts environmental settings based on user arrival and departure patterns. It also incorporates LG’s premium appliance lineup in the furnishings, including the space-saving WashTower Compact.
To support LG’s “Living Off the Grid” vision focused on environmental sustainability, each Smart Cottage has 4kW roof-mounted solar panels and energy storage systems.
Fun fact: In December 2024, the company delivered three Smart Cottage units to K-pop giant SM Entertainment’s retreat facility in the Gangwon Province, home to the Pyeongchang county which hosted the 2018 Winter Olympics.
Read more: The strategies behind the Hallyu and South Korea’s efforts to win global hearts
LG Subscribe makes technology accessible
With rising costs of living, LG is launching a new subscription service that removes traditional ownership barriers, such as an outright purchase. LG Subscribe, which launches this July in Singapore, is designed to accommodate diverse lifestyles and budgets: its three-, five- and seven-year plans include comprehensive maintenance and regular expert care visits without any upfront cost.
As global manufacturing continues to evolve, LG demonstrates that the future doesn’t have to be a choice between human workers and advanced technology, or between premium quality and affordability. Instead, it shows that mindful integration of AI and automation can create manufacturing environments where products, people and accessible ownership models can co-exist.
Work
Based in Singapore, Valerie Lim is the digital editor for Tatler Power and Purpose, Tatler Asia’s dynamic platform spotlighting industry leaders across the region. Valerie leads the charge in shaping the platform’s digital presence, from overseeing and producing website content to curating social media strategies.
With a finger on the pulse of the region, she keeps an eye out for news and trends in business, innovation and leadership, ensuring the brand stays ahead of the curve in delivering stories that inspire and inform its community of changemakers.
About
Prior to this role, she worked in marketing and communications. She considers herself Singaporean at heart and international by passion. You may recognise her from her 15 minutes of fame when she was crowned Miss Universe Singapore 2011. When she is not at her desk, you can find her in the gym or at a yoga studio.
Connect with her via Instagram @msvalerielim, LinkedIn or send press materials, and media invites to valerie.lim@tatlerasia.com
