LG Electronics has announced the domestic launch of its Artificial Intelligence (AI) home hub, the 'LG ThinQ ON,' priced in the 200,000 won range, signaling an aggressive push into the burgeoning AI home solutions market. Sales commenced on October 22, 2025, starting with LG's online brand shop, with associated LG IoT devices to follow sequentially.

The ThinQ ON is positioned as the core device of the LG AI Home ecosystem, designed to maintain 24-hour connectivity among home appliances and IoT devices to create an optimally managed environment. Featuring generative AI, the hub can comprehend conversational dialogue, learn and predict user behavior patterns, and execute complex, multi-step commands. For instance, a user can issue a combined instruction like, "Hi LG, turn off the air conditioner, run the robot vacuum, and turn on the dehumidifier an hour later," and the hub will perform the sequence. It facilitates simultaneous control of multiple appliances and zone-based device management.

A key feature is its ability to upgrade non-smart appliances, allowing remote control when connected via the ThinQ ON and a simple IoT device like a smart plug. This means users can, for example, remotely cut the power to a connected hairdryer or fan using the ThinQ app.

LG emphasizes the extensive connectivity of its AI home hub. Through the 'ThinQ Play' integrated app store within the LG ThinQ app, the hub can link with approximately 800 diverse app services and smart IoT devices from various manufacturers. Data security for the connected AI appliances and IoT devices is ensured by 'LG Shield,' the company's proprietary security system.

LG Electronics plans to expand its AI home solutions business with ventures such as the 'Smart Cottage' modular home, the 'Spielraum' mobility space solution, and the 'ThinQ Apartment Complex Connection Service.' The move comes as the global AI-based smart home market is projected by InsightAce Analytics to grow at an annual average rate of 21.3% from this year, reaching $141 billion (approximately 149 trillion KRW) by 2034.

Ryu Jae-cheol, President of LG Electronics' Home Appliance & Air Solution (H&S) Company, stated that the ThinQ ON serves as the central hub for an AI Home that "empathizes and communicates like a friend through everyday conversation." He added that the company aims to deliver a differentiated AI Home customer experience by using generative AI to control appliances and proactively suggest necessary services.