LG turns to AI to ease everyday mental load in new global campaign

• Contributed photo

LG Electronics is putting the everyday “mental load” of modern life at the center of its latest global campaign, highlighting how artificial intelligence and connected home technologies can take care of routine tasks and give people more time and attention for things that matter.

The company launched its 2026 Life’s Good campaign under the message “Free up your mind,” positioning LG AI as a technology that can reduce the constant decisions, reminders and household responsibilities people carry throughout the day.

LG said its survey found that people spend the equivalent of about 87 days a year dealing with mental load, which it described as the invisible burden created by information, micro-decisions and everyday demands.

Respondents also reported experiencing an average of 27 mental load interruptions during their waking hours, according to LG.

“As technology becomes part of everyday life, it should quietly help people reclaim their time and attention to enrich their lives,” said Kim Hyo-eun, head of LG’s Brand Management Division.

“Now in its fourth year, the Life’s Good campaign continues to showcase how innovation makes Life’s Good and brings the brand promise to life,” she added.

The campaign builds on LG’s previous global initiatives, including “We don’t make life good, you do” in 2024 and “Less artificial. More human” in 2025.

This year’s campaign focuses on how technology can take some routine responsibilities off people’s minds rather than simply helping them become more productive.

LG is demonstrating the concept through products including the LG WashTower, LG Styler, LG OLED and LG DUALCOOL, showing how automated features can handle everyday household tasks with less intervention from users.

The campaign’s main film follows a family stepping away from routine responsibilities for an evening, focusing instead on conversations, shared meals and time together.

LG is also introducing an interactive experience where users answer questions about their daily responsibilities to better understand what contributes to their own mental load.

According to the company’s survey, 51 percent of respondents said mental load prevents them from sleeping well, while 49 percent said it affects their physical health.

The research also found that unpaid responsibilities at home contributed more to mental load than paid work.

Nearly three in four respondents, or 73 percent, said they believe the right household technology could help reduce that burden, particularly technologies capable of handling routine tasks proactively without requiring constant attention.

Dr. Judith Joseph, a board-certified psychiatrist and 2026 TIME100 Creator featured in the campaign, said persistent domestic responsibilities can contribute to emotional exhaustion.

“Through my research on high-functioning depression, I’ve found that the constant weight of unshared domestic tasks is a silent trigger for emotional exhaustion,” Joseph said.

“LG’s focus on reducing mental load targets the root of this modern crisis. True well-being in the AI era means easing these invisible burdens with intelligent technology, freeing up the psychological capital required to reclaim joy, spontaneity, and human connection.”

LG said the campaign reflects its Affectionate Intelligence vision, which centers on AI designed to understand users and respond to their needs rather than requiring people to continuously manage the technology themselves.

The 2026 campaign marks the fourth year of LG’s global Life’s Good initiative.