At the CES event, Samsung and LG showcased their advancements in artificial intelligence (AI). Samsung’s theme was “AI for All,” emphasizing the integration of all household devices under “Vision AI.” LG, on the other hand, introduced their AI as “Affectionate Intelligence,” which aims to be caring and loving. Both companies require deep insights into users’ daily lives to offer these personalized AI experiences.
Samsung’s Home AI is designed to ensure a comfortable living environment. It manages the temperature and lighting to help residents sleep better. Using sensors in devices like the Galaxy Watch, it monitors the health of the occupants, detecting issues such as sleep apnea, and can prompt users to visit a doctor if necessary. The AI coordinates activities between smartphones, refrigerators, vacuum cleaners, and cars through SmartThings, ensuring seamless communication.
If the Galaxy Watch detects sleep apnea, it informs the AI, which then advises the user to seek medical attention. Samsung CEO J.H. Han emphasized the growing importance of personalization at CES in Las Vegas. He acknowledged that data security is a crucial part of this concept. To address this, Samsung has extended its security system, Knox, to appliances such as washing machines and dryers. The Knox Matrix Dashboard is designed to protect sensitive sensor data from unauthorized access.
Samsung’s Home AI can turn off lights, lower heating temperatures, and monitor appliances until the residents return home.
LG takes the concept of caring AI even further. Their AI supports residents around the clock, whether at home, in the car, or at work. Through the “LG Home” Hub, users can transfer personalized routines to devices like washing machines using ThinQ. The AI can identify the type of laundry and its level of dirtiness. The Hub is available for various devices and applications, including an on-device hub for cars.
LG’s AI-Home platform provides daily tips and serves as a point of contact for all household needs. The personalization of AI at LG has slightly authoritative undertones. In presentations, users develop a personal relationship with the AI and justify themselves for any anomalies, such as an increased pulse. LG also aims to protect user data from external access with its security solution, LG Shield.
The convenience promised by AI helpers may become as familiar as smartphones or voice assistants like Alexa or Siri. However, for these systems to work reliably, they require access to very private data, including medical information, and a deep understanding of daily behavior. This demands a lot of trust and the hope that sensitive data will not be misused for other purposes.
Heise Medien is an official media partner of CES 2025. Note: Samsung covered the author’s travel expenses to CES 2025. There were no agreements regarding the nature and scope of our coverage.