LG Electronics has introduced its latest artificial intelligence platform, LG ThinQ AI, in Europe, signalling what it describes as a new era in smart home appliances. The launch took place at IFA 2025 in Berlin, where the company showcased how its AI-driven features aim to make everyday living more efficient, sustainable, and tailored to individual needs.
The new platform integrates LG’s existing ThinQ UP and ThinQ Care services, offering continuous upgrades, proactive maintenance, and performance optimization based on user behaviour. LG says the technology allows appliances to remain “ever-evolving” and better suited to customers’ lifestyles over time.
AI-driven home solutions
At the core of the platform, ThinQ UP enables compatible appliances to receive new functions via software updates, ensuring they remain up to date even years after purchase. ThinQ Care, meanwhile, monitors appliance health, predicts potential malfunctions, and offers smart diagnostic tools to help users resolve minor issues quickly.
According to LG, these features are designed to extend product life, reduce inconvenience, and give customers peace of mind.
“Our innovative ThinQ AI platform offers differentiated convenience and efficiency through continuous upgrades and intelligent, proactive care,” said Lyu Jae-cheol, president of the LG Home Appliance Solution Company. “We are committed to creating an AI home experience that evolves in step with the unique needs of every customer.”
Energy efficiency and convenience
LG ThinQ AI also targets Europe’s eco-conscious consumers by emphasising energy efficiency and sustainability. For washing machines, an Energy Saving Mode lowers household power use, while refrigerators employ AI Saving Mode to optimise cooling and reduce consumption.
Additional user-friendly functions include Fresh Keeper, which prevents clothes left in the washer from wrinkling or developing odours, and Tub Clean Reminder, which prompts users to maintain appliance hygiene. Refrigerators benefit from features such as Night View, adjusting brightness during evening hours, and the Smart Fill system, which delivers precise amounts of water.
Flexibility is also enhanced by allowing the built-in ice dispenser to be reconfigured as an additional water dispenser.
Customer-driven upgrades
LG has also invited customers to shape future updates through its Share Your Ideas feature in the ThinQ app, enabling users to propose new functions that may be developed into future upgrades.
The company confirmed that the European rollout began in September and will expand to other regions globally by the end of the year.
Interactive showcase
During IFA 2025, LG presented the LG AI HOME zone, including its “Zero Labor Home” concept, where ThinQ AI recognised users’ voices and automatically adjusted appliances to personal preferences. Visitors also explored a demo app demonstrating how ThinQ UP allows continuous upgrades to everyday appliances.
Analysts say the move cements LG’s position as a leading innovator in the European smart appliance market, where demand for personalised, eco-friendly, and connected products continues to grow.
With ThinQ AI, LG is seeking not only to enhance customer convenience but also to redefine the role of home appliances as adaptable, evolving solutions for modern households.
