LG has announced the introduction of a new feature on its smart TVs with webOS — from now on, ads on the screens will adapt to viewers’ emotions. To achieve this, the company will use ZenVision technology from Zenapse, which can recognize not only the user’s emotional state but also their behavior and even personality traits.
The uniqueness of this development lies in the fact that AI analyzes the plot of the movie or series a person is watching, as well as their content selection habits. Based on the collected data, the system creates unique profiles, such as “planners, emotionally engaged” or “well-being seekers,” and selects emotionally focused ad messages specifically for them.
Advertisers are expected to receive detailed viewer data, allowing them to target their campaigns to highly specific audiences. At launch, the feature will appear on the main screens of LG smart TVs, in free ad-supported channels, and other webOS sections, but it will not extend to third-party streaming platforms.
LG emphasizes that the new advertising approach is based on psychographic data — not just age, gender, or place of residence, but also deeper psychological characteristics such as values and beliefs. Thanks to this, advertisers will be able to create personalized ad messages that have the potential to elicit a much stronger response from viewers.
