An 'AI Assistant' That Knows Even the Layout of Your Home Is Coming

Samsung and LG Declare AI Service Strategy
Han Jong-hee's First Message on 'Home AI'
"Providing Hyper-Personalized Customized Experiences"
LG Electronics Unveils AI Agent 'Furon'
Jo Joo-wan: "Developed After Years of Effort"

Samsung Electronics and LG Electronics have declared their intentions to target the personal artificial intelligence (AI) service market. Samsung Electronics plans to enhance personalized services such as Home AI tailored to individuals, while LG Electronics announced plans to expand AI agent functions for use not only at home but also in various fields including automobiles. Both companies are being recognized for heralding the full-fledged era of the ‘AI assistant.’

On the 6th (local time), ahead of the opening of CES 2025, the world’s largest electronics and IT exhibition, Samsung Electronics held a press conference at the Mandalay Bay Hotel in Las Vegas, USA, under the theme “AI for All: Everyday, Everywhere.” The company unveiled its vision for ‘Home AI,’ which provides hyper-personalized customized solutions based on SmartThings and AI technology tailored to users’ needs. The event was attended by over 1,300 people including global media and business partners.

Han Jong-hee, Vice Chairman and CEO of Samsung Electronics, is delivering the keynote speech at the 'CES 2025 Samsung Press Conference' held on the 6th (local time). Photo by Samsung Electronics

Han Jong-hee, Vice Chairman and CEO of Samsung Electronics, who spoke at the event, said, “Our ‘Home AI’ offers hyper-personalized customized experiences based on understanding the user, bringing convenience and joy to daily life.” He added, “Samsung Electronics will continue to lead innovation leadership for the next 100 years by expanding its unique ‘Home AI’ innovations beyond the home to industries and society.” This was the first time Vice Chairman Han delivered a message regarding the company’s Home AI technology.

Providing a Hyper-Personalized Daily Life... ‘Home AI’ Vision

Samsung Electronics’ Home AI integrates AI technology into its proprietary home appliances to offer a ‘hyper-personalized’ daily life tailored to users’ demands. Judging that its technology has reached a level capable of leading the global market, the company put it at the forefront at CES 2025.

Home AI not only distinguishes and understands various situations and patterns such as family members’ daily lives, work, and leisure but also analyzes household objects and spaces through ‘Spatial AI’ to propose more advanced solutions to users.

Samsung Electronics also introduced its ‘SmartThings Ambient Sensing’ technology based on this. ‘SmartThings Ambient Sensing’ detects and analyzes not only users’ device usage patterns but also movements and surrounding sounds through connected devices, enabling it to summarize home information, notify users of situations requiring action, and suggest device controls according to the situation. The company also announced plans to significantly enhance usability by applying the AI voice assistant ‘Bixby’ across Home AI. The upgraded AI voice assistant Bixby can distinguish family members’ voices to provide optimal solutions tailored to each individual. Additionally, Samsung strengthens synergy among products by applying its integrated software experience ‘One UI’ from mobile devices to TVs and home appliances. Software upgrades will be supported for up to seven years to greatly improve the ‘Home AI’ experience.

At this event, Samsung Electronics introduced new products such as the ‘Galaxy Book5 Pro’ and ‘Book360,’ which incorporate both ‘Galaxy AI’ and Microsoft’s ‘Copilot+ PC’ functions. The ‘Galaxy Book5 Pro’ and ‘Book360’ feature various AI functions including ‘AI Select,’ which allows quick and easy searching of images or text on the screen, and ‘Photo Remaster,’ which enhances old or low-quality photos.

Samsung Electronics announced that it will apply AI functions across its TVs to provide personalized experiences by anticipating users’ needs, preferences, and intentions, starting with this year’s new TV models under the name ‘Samsung Vision AI.’ It also unveiled various new screen appliances equipped with touchscreens to enhance connectivity and convenience. Users can view and control connected devices in their homes at a glance through screen appliances, as well as enjoy various daily conveniences such as watching videos, listening to music, and answering calls.

LG Electronics Unveils AI Agent ‘LG PuriON’

At CES 2025, LG Electronics showcased its upgraded AI agent ‘PuriON.’ PuriON is software that serves as the brain of AI home by combining the smart home platform ‘LG ThinQ’ with large language models (LLM). LG Electronics previously unveiled PuriON at ‘IFA 2024,’ Europe’s largest home appliance exhibition held in Berlin, Germany, last September. While PuriON previously provided services centered on the home through the household AI robot ‘Q9,’ this time it has expanded its scope to include mobility and commercial sectors as well as the home.

Jo Joo-wan, CEO of LG Electronics, is introducing AI innovation that connects and expands into various everyday spaces such as mobility and commercial sectors following AI Home at the LG World Premiere held on the 6th (local time) at the Mandalay Bay Convention Center in Las Vegas, USA. Photo by LG Electronics

Cho Joo-wan, CEO of LG Electronics, emphasized at the ‘LG World Premiere’ held at the Mandalay Bay Convention Center in Las Vegas, USA, “After years of effort and investment, we have developed an outstanding AI agent, PuriON.” He added, “PuriON is equipped with intelligent sensing and multimodal contextual understanding capabilities, providing customers with natural and proactive care.”

More than 1,000 media and industry officials present watched a drama depicting a family using LG Electronics’ AI PuriON to do laundry, household chores, watch TV, and prepare to welcome a new family member. They also saw a scenario where a man about to attend an important meeting converses directly with AI PuriON in his vehicle, with the AI recommending coffee and songs for mental relaxation. Actual actors performed using AI PuriON on site, capturing the audience’s attention. LG Electronics plans to accelerate efforts to realize a ‘holistic experience’ by expanding and applying AI PuriON across various spaces including mobility as well as the home.