[Exclusive] AI Writes Corporate Press Releases... LG Becomes First Among Top 4 Groups to Introduce AI PR Manager

The Industry's First Case: LG Truly Committed to AI
Primarily Utilizing Phrase Suggestions for Analytical Data

[Asia Economy Reporter Moon Chaeseok] LG Group affiliates' 'PR personnel' have started using their own super-large AI (artificial intelligence) 'Exaone' in their work. This is the first time in Korea that AI is being used to assist in PR tasks that communicate with the outside world. It means that AI's influence on public opinion is gradually increasing.

Major affiliates such as LG Display refer to Exaone's opinions when creating press release titles. The group encourages the use of AI at the group level. In fact, affiliates like LG Energy Solution are utilizing Exaone from the LG AI Research Institute.

LG Group Chairman Koo Kwang-mo, CEO of LG Corporation, sent an email containing a video New Year's greeting to employees on December 20 last year.
[Photo by LG]

The LG AI Research Institute, launched at the end of 2020, holds an annual 'Talk Concert' at the end of each year. At last year's concert, they revealed sample demonstration methods to employees. They created an internal homepage application so that those who need it can use it. PR staff use this application to prepare promotional materials.

Similar to Naver's AI translator 'Papago', users input text and Exaone provides answers. When PR staff input press release text, Exaone suggests 'marketing phrases' and judges whether the sentence nuance is positive, negative, or neutral. Among these, the marketing phrase suggestion function is used to decide press release titles. It is said that titles are never made exactly as recommended by Exaone; human verification is always performed.

LG Exaone is the largest super-large AI in Korea, with 300 billion parameters. To be recognized as a super-large AI, a deep learning AI must have countless parameters and be capable of thinking, learning, and judging on its own. LG Exaone and Naver Search GPT are recognized as super-large AIs.

The level of AI technology and its utilization are not strongly correlated. Regardless of AI 'specs', the extent of citation varies depending on the PR personnel's disposition and PR strategy. Interested PR personnel log into the Exaone platform and use it only as much as needed. It is especially not used for sudden news such as major statements by owners or CEOs, earnings conference calls, or CES (Consumer Electronics Show). It is mainly used when confused by difficult academic terms or concepts in analytical materials.

An LG affiliate employee who requested anonymity said, "We generate about 10 sample titles with Exaone for reference only and create the titles ourselves," adding, "Exaone is used only as a reference to gain insights."

LG Group Chairman and CEO of LG Corporation Koo Kwang-mo is sincere about AI. In his greeting at the LG Corporation's regular shareholders' meeting held at the LG Twin Towers in Yeouido, Seoul, at the end of March last year, Koo said, "We will continue to discover new future growth engines such as AI and further enhance our portfolio."

This content was produced with the assistance of AI translation services.