At CES 2026, LG Electronics is offering a glimpse into a future where the car is no longer just a means of transport, but an intelligent, responsive environment designed around human experience. Through an immersive experiential space, LG showcases a new generation of AI-powered in-vehicle solutions built on what it calls Affectionate Intelligence — technology that understands, adapts and responds to its occupants in intuitive ways.
The showcase marks a significant milestone for the company. LG’s latest in-vehicle system has been awarded the CES 2026 Best of Innovation Award in In-Vehicle Entertainment, the first time LG’s Vehicle Solution Company has received the category’s top honour. The recognition underscores the growing role of AI in redefining mobility, not simply through automation, but through emotional awareness and personalisation.
Reimagining the Cabin Experience
At the heart of LG’s vision is the idea of the car cabin as a human-centred space, shaped by context, emotion and interaction. The company’s AI-Defined Vehicle architecture integrates advanced display technologies, in-cabin sensing and on-device AI to reimagine the experience for drivers, front passengers and rear-seat occupants alike.
The CES showcase is organised around three core experiential solutions: the Mobility Display Solution, the Automotive Vision Solution, and the In-Vehicle Entertainment Solution — each addressing a different dimension of how people interact with vehicles.
When the Windshield Becomes an Interface
The Mobility Display Solution transforms the windshield into an intelligent visual interface using transparent OLED technology. Rather than overwhelming occupants with constant information, AI selectively presents only what is relevant in the moment. Approaching a traffic light, for instance, the system displays the remaining wait time directly above the signal.
In autonomous driving mode, the experience becomes more expressive. The system analyses the surrounding environment and generates visual scenes that respond to the journey itself — cherry blossom petals drifting across the display on tree-lined roads, or a dull tunnel reimagined as a glowing forest. The effect is immersive, blurring the line between reality and virtual experience.
Seeing, Understanding, Responding
Safety and empathy converge in LG’s Automotive Vision Solution, an advanced in-cabin sensing system powered by Vision AI. The technology tracks movement, gaze direction, gestures, attention levels and even clothing colour in real time, allowing the vehicle to understand the state of its occupants and respond accordingly.
Eye tracking and gesture control enable context-aware interactions, while anamorphic display graphics enhance depth and realism. In one scenario, a front-seat passenger glancing at an advertisement outside the vehicle triggers related information to appear on the passenger display — opening up seamless pathways for discovery and engagement without distraction.
Entertainment That Adapts and Remembers
The In-Vehicle Entertainment Solution focuses on personalisation and connection. By recognising scenery outside the vehicle, AI can surface photos and memories associated with specific locations, transforming the journey into a reflective, shared experience. These moments can even be shared in real time through video calls with family members.
On longer trips, the system recommends content based on individual preferences, while real-time translation features support inclusive communication. In one example, AI interprets sign language from a restaurant staff member and converts it into on-screen text, enabling smoother interaction across communication barriers.
Towards AI-Driven Mobility
According to Eun Seok-hyun, President of the LG Vehicle Solution Company, many of these technologies — including in-cabin sensing — are already in production with global automotive partners. “By accelerating these innovations to market,” he notes, “we aim to pioneer the era of AI-driven vehicles in the years ahead.”
