It’s 2025, and our homes are getting smarter. But are they getting kinder? LG Malaysia says yes. At its recent annual convention, the tech giant unveiled a concept that could change how we interact with our devices forever: Affectionate Intelligence.
This isn't just another buzzword. It's a fundamental shift from technology that simply follows commands to technology that understands, anticipates, and cares for your needs. Unveiled at the LG Convention 2025 in Kuala Lumpur, this new era of AI-powered home appliances promises to make life not just easier, but better.
Let's break down what LG's Affectionate Intelligence is and which new products are leading the charge.
What is LG's "Affectionate Intelligence"?
Think of your current smart devices. You tell them what to do. With Affectionate Intelligence, LG aims to reverse that dynamic. The technology is designed to be deeply empathetic, learning your habits, environment, and preferences to proactively enhance your daily life.
As Justin Choi, Managing Director of LG Electronics Malaysia, puts it, “The next frontier isn’t just smarter technology – it’s more empathetic technology.”
Instead of you adapting to your home, your home will adapt to you. This AI learns your behaviours to anticipate your needs before you even express them, creating a seamless and truly intuitive living experience.
The Future is Here: A Look at the AI-Powered Lineup
The LG Convention showcased an impressive range of products where Affectionate Intelligence is more than just a concept—it's a reality.
1. Entertainment Perfected: LG OLED TVs with AI
Your movie night is about to get a major upgrade. The latest LG OLED televisions feature advanced AI picture and sound processing. This means the TV doesn't just display a great picture; it analyzes the content you're watching and the room's ambient lighting to automatically optimize the settings. The result is a personalized viewing experience that’s perfect every single time.
2. Effortless Comfort & Savings: LG AI Air DualCool™
Imagine an air conditioner that knows when you feel hot before you do. The LG AI Air DualCool™ system learns your usage patterns throughout the day. It automatically adjusts temperature and airflow for your optimal comfort while intelligently maximizing energy efficiency. It's comfort that’s both smart and sustainable.
3. Smarter Laundry Days: LG Washer with AIDD™
The chore of doing laundry is now foolproof. LG's innovative washer with AIDD™ (AI Direct Drive) technology uses artificial intelligence to detect the weight and fabric type of your laundry. It then customises the wash cycle, using the perfect combination of motions to ensure a deep clean while protecting even your most delicate garments.
4. The Kitchen That Knows Your Vibe: LG MoodUP™ Refrigerator
The kitchen is the heart of the home, and the LG MoodUP™ refrigerator makes it the soul. With customisable LED door panels controlled via the ThinQ app, you can change your kitchen's ambiance in an instant. Its built-in Bluetooth speaker lets you set the mood with your favourite playlist, transforming your kitchen from a prep space to a party venue.
A Complete Smart Home Ecosystem
Beyond the core "Affectionate Intelligence" lineup, LG demonstrated its vision for a fully integrated smart home. Other new products showcased for the Malaysian market include:
LG Smart Inverter Microwave Oven: The brand’s first range for Malaysia, offering intelligent, fast, and even cooking.
LG PuriCare™ Majove Dehumidifier: Uses a Smart+ mode to automatically maintain the perfect humidity level for a refreshing environment.
LG Healing-Me Arte Massage Chair: A Red Dot Design Award winner that combines ergonomic comfort with intuitive controls for ultimate relaxation.
LG PuriCare™ ATOM-U Water Purifier: A sleek new addition ensuring clean, healthy water for the modern Malaysian home.
With this new wave of technology, LG isn't just selling products; it's offering a promise. A promise of a smarter, easier, and healthier life, where technology at every touchpoint truly understands and cares for you.
Life's Good, and with Affectionate Intelligence, it's about to get even better.
To learn more about the full range of products and the revolutionary Affectionate Intelligence technology, visit
Official Website: https://www.lg.com/my
Official Facebook Page: https://www.facebook.com/LGMalaysia
Top 5 Frequently Asked Questions (FAQ)
Q1. What exactly is LG's "Affectionate Intelligence"?
A. Affectionate Intelligence is LG's new AI technology designed to be "empathetic." Instead of just reacting to commands, it learns a user's behaviour, routines, and environment to proactively anticipate their needs. The goal is to create a more caring and intuitive smart home experience that adapts to the user, not the other way around.
Q2. How is this different from the AI in other smart home products?
A. While most smart home AI focuses on automation and voice commands (e.g., "turn on the lights"), Affectionate Intelligence aims for a deeper level of understanding. For example, instead of you telling the air conditioner to get cooler, it learns your patterns and adjusts the temperature automatically for optimal comfort and energy savings. It’s the difference between a tool and a companion.
Q3. Which new LG products feature Affectionate Intelligence?
A. The core products highlighted with Affectionate Intelligence are the new LG OLED TVs with AI processing, the LG AI Air DualCool™ air conditioners, the LG Washer with AIDD™ technology, and the LG MoodUP™ refrigerator. Other new smart products, like the PuriCare™ dehumidifier, also incorporate intelligent, adaptive features.
Q4. When will these "Affectionate Intelligence" products be available in Malaysia?
A. The products were revealed at the LG Convention on June 6, 2025. They are expected to be rolled out to major retailers across Malaysia throughout 2025. For the most accurate availability and launch dates, it's best to check LG Malaysia's official website or follow their Facebook page for announcements.
Q5. What is the main benefit for me as a user?
A. The primary benefit is convenience and personalization on a whole new level. Affectionate Intelligence saves you time and mental energy by automating tasks in a truly smart way. Your home environment becomes more comfortable, your chores become more efficient, and your appliances work to enhance your lifestyle, giving you more time to focus on what truly matters.
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