LG Electronics Showcases Appliance Heritage and Physical AI Vision in Times Square

LG Electronics is highlighting its legacy in home appliance innovation and its outlook for physical artificial intelligence (AI) through a new film premiering in New York's Times Square. The company announced on October 19 that the 160-second video, titled "Life Asks, LG Answers," debuted on outdoor digital billboards in Times Square.

"Life Asks, LG Answers" showcases LG's efforts to enhance daily life through home appliances and presents its vision of AI-driven homes and robots. At the core is LG's "Zero Labor Home" concept, which aims to cut down on time spent on chores, enabling people to concentrate on more meaningful pursuits. The film traces the evolution of LG's home appliance technologies and illustrates its expansion into physical AI and robotics.

In the laundry segment, the video chronicles the development of LG's washing machines, from the Baekjo Washing Machine (WP-181), Korea's first washing machine in 1969, to the LG TWINWash and LG WashTower. In the refrigerator segment, it showcases key innovations such as the Nunpyo refrigerator from 1965 and Magic Space and Knock-On technologies, which have boosted user convenience.

Knock-On technology sales have surpassed 5.3 million units in just ten years post-introduction. The film also emphasizes LG's design evolution through the LG Objet Collection, its premium appliance lineup, and SKS, its built-in appliance brand. These products convey a move towards appliances that merge functionality with interior design, blending seamlessly into contemporary living spaces.

Another area of focus is LG's core technology. The video introduces the LG AXIUM actuator, developed using the company's expertise in motors and control systems. Actuators function like robot joints, providing precise physical movement and serving as a crucial element in robotics development. The film concludes by presenting LG's vision for AI-powered homes through LG CLOi robots and CLOiD, a home robot launched this year.

The company aims to expand beyond enhancing individual appliance functions and integrate home appliances, AI, and robotics to support a broader array of household tasks. Following its Times Square debut, the film will roll out on digital billboards in London's Piccadilly Circus and major over-the-top (OTT) streaming platforms. LG also plans to produce 30-second versions tailored to various media channels.

LG is intensifying its robotics business as part of its broader strategy to grow in future areas. In July, it established a Robotics Business Center under its CEO, integrating business development, sales, and operations capabilities. This move aims to bolster LG's robotics business and leverage technologies and customer relationships built through its home appliance operations.

LG CEO Ryu Ju-hyun said, "LG will continue sharing its heritage of innovation and vision for the future with customers worldwide, delivering differentiated brand value." Through this campaign, LG aims to connect its long history of home appliance innovation with its future ambitions in physical AI, transforming its expertise in everyday technologies into a competitive edge in AI-powered homes and robotics, and advancing its goal of making household chores less burdensome for consumers.