Building the “AI Home”: Inside LG’s innovation engine
Over six decades, LG has grown into one of Korea’s most influential companies and one of the most influential brands on the global stage. The company had a modest start by being the first to manufacture household appliances in Korea, but since then, LG has grown significantly to operate across various industries, putting technology at the heart of its business—especially in home appliances.
During a recent media trip organized by the company, the MENA Tech team visited Seoul, the Korean capital and home to LG’s headquarters and many other facilities. There, we closely examined LG’s latest innovations, products, and experiences while also learning about its strategy and future plans. This wasn’t just a trip to explore the company itself; it also served as a window into the future of technology through LG’s perspective, providing insights into the company’s heritage and long history of innovation.
Over three intensive days, we traveled between Seoul, Busan, and the LG Magok Research Complex, witnessing firsthand how the company combines artificial intelligence, industrial automation, environmental sustainability, and practical design into a single unified ecosystem under its well-known slogan: Life’s Good. From the LG Twin Towers to its factories and the impressive LG Best Shop experience center, we observed how robots are shaping the future and how artificial intelligence is improving everyday life.
Tens of thousands of patents and a rich history of innovation
One of the most memorable stops on the tour was the Heritage Lounge. Behind a large vault door, we discovered an exhibit displaying the company’s history since its founding in 1958 under the name Gold Star. The display included some of its earliest products, such as Korea’s first electric fan (1960), first refrigerator (1965), first air conditioner (1968), and first washing machine (1969).
After introducing many household appliances to the Korean market, LG shifted toward innovation and invention, redefining the meaning of a home appliance. Throughout its history, LG Group has accumulated over 340,000 patents, with more than 170,000 held by LG Electronics.
The Heritage Lounge showcased several intriguing display pieces, including detailed models that reveal the internal parts of appliances like air conditioners, refrigerators, and washing machines—emphasizing the precise engineering that combines components to create a seamless user experience.
The lounge also featured an interactive timeline that displayed the company’s milestones year by year, from its transformation from Gold Star to LG in the 1990s to its current position as a leading company in the home appliance industry and a pioneer in adopting advanced technologies.
R&D facilities for next-generation products
We also visited LG’s Inspiration Gallery and the Innovation Center at LG Science Park, a hub for research and development exploring new and creative ways to enhance people’s lives. These facilities embody the spirit of innovation that has always shaped the company’s journey.
During the tour, we learned about the company’s latest innovations and how they are integrated across various products. Through the Inspiration Gallery, LG displayed how its devices connect and work together intelligently to provide a seamless smart home experience.
The company also highlighted some of its innovative home appliances, such as the LG Styler smart clothing care system, which sanitizes garments, removes odors, and eliminates wrinkles without traditional washing or ironing, using steam and dry air. Another innovative product on display was a combined washer and dryer unit designed with a vertical, space-saving layout.
Not a smart home, but an “AI Home”
By the end of 2024, LG underwent a significant restructuring to unify divisions that work together under a single umbrella. This led to the launch of LG HS as the company responsible for all home appliance solutions. This new entity combined home appliances with other divisions, such as robotics, AI, and the ThinQ app. With this new structure, the company aims to unify all home-solution divisions under one roof to realize its vision of a home that requires no daily chores, freeing users to focus on what they enjoy.
During the trip, we attended several keynote sessions and roundtables that explained the company’s strategy and approach to connected home products. One of the main topics discussed by LG representatives was the company’s philosophy on artificial intelligence. LG sees AI as a tool to make users’ lives easier and support them—without overwhelming them or being just a gimmick. At the heart of this AI strategy is the LG ThinQ platform.
Using the LG ThinQ app, users can control their smart devices by turning them on, selecting programs, updating firmware to unlock new features, and setting up advanced smart home scenarios. The integration between devices allows for customized modes such as “Cinema Mode,” “Home Mode,” and “Wake-Up Mode,” among others.
We experienced the company’s AI Home vision and device integration firsthand at ThinQ Real, an experimental environment showcasing LG’s smart products that enables real interaction through the mobile app or voice commands. The live demonstration reinforced what one of LG’s engineers told us during the tour: “We are not just selling a refrigerator or a washing machine—we are selling an expandable smart lifestyle ecosystem.”
Experiencing the products in the LG Best Shop
After days of touring the company’s multiple facilities—including advanced factories powered by automation and robotics, and research centers focused on development—our journey concluded at the LG Best Shop. This space brings together the company’s currently available technologies and showcases them directly to consumers.
The store showcases LG’s product lineup, including home appliances and electronics like TVs and laptops. On the second floor, there is Ground 220, an interactive experience space offering snacks and beverages while letting visitors engage with products in a natural, real-life setting.
Overall, this trip to Korea provided a unique chance to examine one of the world’s largest and most innovative technology companies. It showcased LG’s rich history and its journey driven by innovation and user experience as the core of product design and improvement. The visit reaffirmed the company’s commitment to transformation—from a device manufacturer to a facilitator of smart living.
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