LG Electronics launched its latest brand film “Less Artificial, More Human” as part of their revitalized “Life’s Good” global campaign, showcasing the company’s vision for more personalized and intuitive technology experiences. The film demonstrates how LG’s Affectionate Intelligence seamlessly integrates into customers’ daily lives.

The innovative brand film represents a significant shift in LG’s approach to artificial intelligence, emphasizing human-centric technology that enhances daily experiences rather than overwhelming them. This strategic initiative builds upon the company’s refreshed “Life’s Good” campaign, which began in August 2023.

Through carefully crafted scenarios, the film illustrates how LG’s AI technology adapts to users’ routines and preferences. The narrative showcases intelligent home solutions that provide timely reminders, automate household tasks, and create comfortable living environments without intrusive technological interference.

Kim Hyo-eun, vice president and head of LG’s Brand Management Division, explained the company’s vision: “Our brand’s focus is not just on AI technology itself, but on how it enhances customers’ lives in meaningful ways. This campaign demonstrates how LG’s Affectionate Intelligence can positively transform our daily life, seamlessly integrating into everyday moments to offer comfort, ease, and connection.”

The film highlights several practical applications of LG’s Affectionate Intelligence, from workplace environments with optimized air quality and temperature control to intelligent vehicle systems that respond to both physical and emotional needs of occupants. These features demonstrate LG’s commitment to creating technology that serves human needs more intuitively.

In the workplace setting, the film shows how LG’s systems maintain optimal environmental conditions, contributing to employee comfort and productivity. For travelers, the technology provides personalized recommendations based on real-time assessment of driver and passenger states, ensuring a more comfortable and secure journey.

The global rollout of the campaign encompasses major markets including the United Kingdom, Germany, Brazil, Mexico, and Australia. The brand film is available for viewing on LG’s Global YouTube channel, with additional campaign information accessible through the company’s website at LG.com/lifesgood.

LG’s initiative reflects a growing industry trend toward more humanized technology experiences, where artificial intelligence serves as a subtle enabler rather than a dominant force. This approach aligns with increasing consumer demand for technology that enhances rather than complicates daily life.

The “Less Artificial, More Human” campaign marks a crucial step in LG’s evolution, demonstrating the company’s commitment to developing technology that prioritizes human experience and emotional connection. As artificial intelligence continues to advance, LG’s focus on affectionate intelligence sets a new standard for human-centric technology development.

News Source: https://www.lgnewsroom.com/2025/04/lg-launches-less-artificial-more-human-brand-film/