TLDR: LG Electronics has introduced its innovative ThinQ AI platform and the ThinQ ON home hub at IFA 2025 in Berlin. This new ecosystem, featuring ThinQ UP for continuous software upgrades and ThinQ Care for proactive maintenance, aims to deliver personalized, evolving smart home experiences with a strong focus on energy efficiency. The rollout begins in European markets in September 2025.
SEOUL, South Korea – LG Electronics (LG) is set to redefine the smart home landscape in Europe with the official launch of its groundbreaking LG ThinQ AI platform and the ThinQ ON home hub at IFA 2025 in Berlin. The company’s exhibit, running from September 5-9, will showcase how this integrated AI solution promises a seamless, evolving, and highly personalized smart home experience for consumers across the continent.
Central to LG’s new offering are two core services: ThinQ UP and ThinQ Care. ThinQ UP enables compatible appliances to receive continuous software updates, allowing them to acquire new features and adapt to users’ ever-changing lifestyles. This ensures that devices remain current and increasingly aligned with individual preferences over time. Complementing this, ThinQ Care provides proactive support by utilizing extensive usage data to predict and diagnose potential malfunctions or issues before they arise, guiding customers through simple solutions and enhancing product reliability.
The ThinQ AI platform also emphasizes energy efficiency, a key priority for European consumers. Features such as ‘Energy Saving Mode’ for washing machines and ‘AI Saving Mode’ for refrigerators intelligently reduce power consumption. For instance, new European-market refrigerators will feature AI-driven compressors that throttle down during quiet hours and ‘AI Fresh’ technology that learns user habits to pre-chill food, contributing to significant energy savings.
Lyu Jae-cheol, president of the LG Home Appliance Solution Company, highlighted the company’s vision, stating, “Our innovative ThinQ AI platform offers differentiated convenience and efficiency through continuous upgrades and intelligent, proactive care. We are committed to creating an AI home experience that evolves in step with the unique needs of every customer.”
The ThinQ ON hub, initially announced late last year, serves as the ‘brain’ of this interconnected ecosystem. Described as a smart speaker designed to compete with devices like Amazon’s Echo Show, it boasts comprehensive connectivity options including Zigbee, Wi-Fi, and Thread, and is compatible with Matter. Built on Homey architecture, a respected smart home platform from Dutch brand Athom (acquired by LG last year), ThinQ ON ties together various LG appliances – from washing machines and ovens to air purifiers and refrigerators – into a more coherent and intelligent system.
LG plans to roll out the ThinQ AI platform in key European markets throughout September, with a gradual expansion worldwide later in the year. The company is also encouraging customer engagement through the ‘Share Your Ideas’ function within the ThinQ app, allowing users to propose new features that may be developed into future updates.
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Visitors to IFA 2025 will experience interactive demonstrations, including an ‘AI Appliances Orchestra’ and the ‘Zero Labor Home’ zone, where ThinQ AI recognizes user voices to activate personalized appliance settings, showcasing how these innovations seamlessly elevate everyday living.
