Dive in!

The world's largest electronics and IT trade show, CES 2025, opened on January 7 (local time) in Las Vegas, USA. This year's CES, which will run until January 10, features over 4,500 companies from 160 countries, making it the largest event in its history.

The organizer, the Consumer Technology Association (CTA), has set the theme for this year's CES as "Dive in." The core agenda is to "connect through technology, solve problems, discover new possibilities, and dive in."

This year's CES is once again focused on artificial intelligence (AI). While last year's CES highlighted the potential and direction of AI technology, this year’s event showcases more concrete directions and the application of AI across vast areas, featuring vertical AI. Vertical AI refers to AI that has been customized and advanced from general-purpose AI models, such as large language models (LLMs), to perform specific functions.

◆AI Homes: Making My Home More Personalized… Samsung Electronics vs. LG Electronics Battle

This year, both Samsung Electronics and LG Electronics set up massive booths at the main exhibition hall, the Las Vegas Convention Center (LVCC), showcasing the CES flagship theme of "Smart Homes." Smart homes refer to AIoT technology, which combines the Internet of Things (IoT) with artificial intelligence (AI), enabling efficient management and control of the entire home system. Samsung presented "Home AI," offering a highly personalized experience for users, while LG proposed a "holistic experience," where AI blurs the boundaries between physical spaces and virtual environments in everyday life.

Ahead of the CES 2025 opening on January 6 (local time), Samsung Electronics held the "CES 2025 Samsung Press Conference" and unveiled its Home AI vision under the theme, "AI for All: Expanding Experiences and Innovation."

Home AI, powered by the AIoT platform SmartThings, connects over 100 products within the SmartThings ecosystem, including Samsung products and those from more than 300 partner companies. This enhanced connectivity provides an AI experience that reflects all user data. By considering living arrangements, lifestyles, daily routines, work and leisure activities, space usage, and objects, it offers a highly personalized experience that distinguishes various situations and patterns.

On this day, Samsung Electronics introduced SmartThings Ambient Sensing technology, based on spatial AI. Ambient Sensing uses connected devices to detect and analyze user patterns, movements, and surrounding sounds, summarizing home information or providing notifications and suggestions for actions when needed, ultimately enhancing comfort and convenience. Samsung plans to further enhance usability by incorporating its AI voice assistant, Bixby, into the overall Home AI experience in the future.

As a hyper-connected and hyper-personalized Home AI system, strong security has been ensured using the security solution Samsung Knox. A Samsung Electronics representative explained, "Through blockchain technology, the connected devices are protected from security threats, safeguarding both data and each other. We will expand Samsung Knox Matrix to all Wi-Fi-enabled home appliances."

On the same day, LG Electronics held its world premiere under the theme "Life's Good with Empathetic Intelligence" and presented its future vision.

LG Electronics President Cho Joo-wan stated, "The seamless connection of products and services across various spaces in daily life is the differentiated customer value that empathetic intelligence can provide, setting it apart from other AI technologies." He added, "LG Electronics' ultimate goal is to create a holistic customer experience through empathetic intelligence, anytime and anywhere."

CEO Cho identified key elements for realizing a holistic experience, including ▲connected devices, ▲competent AI agents, and ▲integrated services, and shared the company's efforts to secure these components.

To implement these essential elements, LG Electronics acquired the global smart home platform company AtHome last year, securing a network of smart products reaching hundreds of millions worldwide. LG Electronics has also established connectivity with over 170 IoT device brands globally and plans to expand further. Additionally, the company is accelerating the development of LG Puron, which serves as the brain of the AI home system. LG Puron understands customers' situations and contexts in real-time and uses this information to control devices and services accordingly.

LG Electronics plans to further advance and evolve its AI home technology through a strategic partnership with Microsoft. By combining Microsoft's AI technology with the products LG owns across various spaces—such as homes, vehicles, and commercial spaces—and leveraging the customer insights gained from these environments, LG aims to lead innovation and implement integrated empathetic intelligence services.

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