How we created AI's Identity through data

As a global tech leader, LG recognized its duty to provide sustainable technology for the planet. Due to public ambivalence toward such a distant goal and other brands surging to declare similar targets, LG AI Research realized that more could be done to make a true difference. Therefore, it decided to utilize its ultimate Al technology, Tilda.

But how do you build a genuine character for an Al when the foundation of Al is all about constantly learning and changing? We created a timeline and divided it into two - past and present. We then input theoretical decision data into Tilda's past, which became the foundation for her future characteristics. For example, we implemented data of Tilda learning how to alter images, and then it evolved into one of the main strategies she uses to solve current and future problems. By fundamentally influencing how Tilda behaves with data, we were able to create Tilda's personality as well as its virtual outlook. Each and every process was documented into a book and was published for other Al developers to follow.

The Tilda book set consists of two volumes. Volume 1 features how we implemented data to define Tilda's characteristics. These include songs she listened to, her YouTube watch history, apps she downloaded, games she played, etc. Volume 2 features a 2022 calendar of international events where we feature what Tilda desires to do. We visualized her responses to days like Christmas, the Beijing Winter Olympics, Earth Day, etc. Expressing Al thought processes through design can be complex. That's why we used design elements used throughout social media that would be familiar to a young audience: Instagram stickers, texts, hashtags, and buttons styled with trendy neon gradients. By combining modern elements with social media storytelling, our audience can understand what Tilda represents among us. Our unique brand book transformed intangible data into visuals, showcasing LG's most advanced technology and iconic character - Tilda.