LG spins up optimism with AI-generated personalised songs

LG Electronics (LG) has rolled out a new global campaign titled "Radio optimism", aimed at helping consumers build deeper relationships and spread positivity through music.

The initiative aligns with LG’s "Life’s good" brand promise and tackles the growing struggle of forming genuine connections in today’s tech-driven world.

The campaign draws inspiration from traditional radio’s role in bringing people together through music and storytelling. Through "Radio optimism", users can create AI-generated, personalised songs and matching album art, then share them with loved ones to spark stronger emotional bonds.

The interactive platform is available in English and Spanish, with plans to expand language support in the coming months.

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A recent LG study on social connection revealed that 68% of people find it harder to make real friends today, while a third said they had one or fewer meaningful connections in the past month. According to Jean M. Twenge, professor of psychology at San Diego State University, the decline in deep relationships is contributing to falling happiness levels worldwide.

"One of the most reliable predictors of happiness is having deep and meaningful relationships. Yet today, many people are spending more time online and less time connecting in person. Social media in particular tends to create shallow relationships rather than the deep connections people need," said Twenge. 

"It's common for people to have hundreds of followers but no one to talk to in real life if they need support. We need to build more meaningful connections with those around us. That might turn around the pronounced decline in happiness that's occurred over the last decade," Twenge adedd. 

In tandem, Kim Hyo-eun, head of LG’s brand management division said “As technology advances, meaningful human connections become increasingly vital to enrich our lives. LG continues its commitment to bringing optimism into customers' daily lives, staying true to our enduring brand promise of 'Life’s good'."

The launch follows LG’s ongoing efforts to engage younger audiences with participatory campaigns. It builds on the momentum of last year’s "Optimism your feed" campaign which used social algorithms to encourage positivity online.

Created in collaboration with global influencers renowned for their optimistic influences including Tina Choi, Victoria Browne and Josh Harmon, the "Optimism your feed" playlist includes over 20 short-form videos ranging from motivation to feel-good content. 

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