The article discusses LG's rebranding strategy for its AI, shifting from the term 'smart home' to 'Affectionate Intelligence.' This rebranding aims to present AI as empathetic and non-threatening. Despite growing concerns over AI becoming a dominant force, companies like LG are marketing this technology as caring and devoted to the consumer's needs. This creates a paternalistic narrative, framing AI as something to be grateful for while also highlighting the irony that such technology could eclipse humanity's role, raising fundamental questions about autonomy and control in an AI-driven future.
The belief that one can create something that eclipses humanity yet serves it is a specific strain of paternalism, rich for satire.
Affectionate AI offers a softer, feminine branding to alleviate consumer anxiety about the potentially threatening nature of AI technology.
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