At its CES press conference, LG spent nearly an hour discussing how AI could make TVS, washing machines, and refrigerators smarter.

But if consumers have never noticed that AI is working for humans, then LG Electronics’ new president and CTO, Il-Pyung Park, has no problem.

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Il-pyung Park, PRESIDENT and CTO of LG Electronics

“We don’t want to use A.I. as a marketing ploy,” Park said in his first interview as chief technology officer. “If it works transparently and works well, we’ll be happy and satisfied.” If it works transparently and works well, we will be happy and satisfied with that.”

At this year’s CES, AI and voice assistants dominated the conversation, and it seemed like everyone was talking about Alexa or Google Assistant, or their own AI efforts.

“Ai is a bet in today’s connected devices,” says Avi Greengart, a global data analyst.

The key benefit of AI is that it should be smart enough to understand your preferences and adjust accordingly. But Park’s approach is a fitting warning for consumer electronics companies and consumers alike: be careful with hype and make sure you reap real benefits.

“You can talk about AI all day long, but if the customer doesn’t get any value out of it, it’s useless,” Park said.

Park talked about some of the benefits of ThinQ, its AI platform, including creating an air conditioner that knows your ideal temperature at a specific time of day and adjusts it accordingly. There’s also a smart washing machine that takes into account external factors like the weather, as well as your preferences, and sets an ideal wash cycle.

LG even introduced a home robot called CLOi, but it didn’t do so well at the event.

But Park says LG’s AI ambitions are here to stay, which is why Google is playing such a big role in today’s event. Scott Huffman, Vice president of Assistant engineering at Google, talked about the search giant’s partnership with LG and how it has expanded Google Assistant beyond Android phones to home appliances and TVS over the past year and a half.

If you use an LG TV with Google Assistant built in, you can call Google through the microphone on your remote control.

“LG is an up-and-comer, but I’m glad LG recognizes the need to partner with other platforms and has plans to integrate its own solutions into its broad range of consumer products,” Greengart said.

But Google’s product today was markedly different from last year’s CES, with Alexa playing a role in its smart fridge and an Amazon executive taking the stage.

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TVS using Google’s Smart Assistant will also get Alexa capabilities, but with more limited integration than traditional ones.

Park believes LG wants to open up collaboration with multiple partners and open the door for both assistants if there is demand. He doesn’t believe a TV with Google Assistant will exclude consumers who use Amazon Echos at home.

Peter Kim, who is in charge of ARTIFICIAL intelligence at LG Electronics, said the company chose to work with Google because it offers better services for news and weather conditions. By comparison, he said, the company chose to work with Alexa on the refrigerator because it thought Amazon was more focused on buying groceries, and Alexa was better at that.

“Our goal is to provide the best service for our customers,” Park said.