LG uses AI-generated songs to strike emotional chords in new brand campaign
LG wants to rebuild emotional bonds with AI-created songs—marketers should take note
Consumer tech giant LG is taking a bold step into AI-driven branding with its latest campaign, “Radio optimism”.
At a time when digital fatigue and shallow interactions dominate social media, LG is experimenting with an emotional counterweight: AI-generated songs designed to rekindle real human connection.
This article explores how “Radio optimism” works, why it matters for brand marketers, and what we can learn from LG’s playbook on emotional storytelling at scale.
Short on time?
Here’s a table of contents for quick access:
- What is LG’s “Radio optimism”?
- Why emotional branding still works in a tech-saturated world
- What marketers should know: strategies and risks
Patrecia Meliana
What is LG's "Radio optimism"?
The campaign builds on LG’s global brand promise, “Life’s good,” with a creative twist: using artificial intelligence to generate personalised songs and album art that users can send to friends and family.
Available in English and Spanish (with more languages to come), the interactive platform echoes the unifying role of traditional radio.
According to LG’s own social connection study, 68% of people today find it harder to make real friends, and one in three reported having just one or zero meaningful interactions in the last month. This emotional disconnect sets the stage for a campaign that positions music as the glue that can bring people together—digitally, but more meaningfully.
Why emotional branding still works in a tech-saturated world
LG’s strategy taps into a growing psychological insight: people aren’t just looking for products, they’re looking for belonging. Jean M. Twenge, a psychology professor at San Diego State University, adds that deep relationships are among the most reliable predictors of happiness—and they’re declining in the digital age. Social media, while connecting us broadly, often fails to offer depth.
That insight aligns with LG’s approach.
By offering a tool to send AI-personalised songs, the brand isn’t pushing product specs or tech features. Instead, it’s selling sentiment. And in today’s emotionally fragmented digital ecosystem, that could be a powerful differentiator.
Patrecia Meliana
What marketers should know
This isn’t LG’s first optimism-themed initiative. The company previously launched “Optimism your feed,” a campaign that used algorithmic tools and influencer-led content to inject positive content into social platforms. With “Radio optimism,” LG is going deeper—offering creation tools that let users participate emotionally.
Here are key takeaways for marketers:
- AI isn’t just a tool—it’s a storytelling device
LG is using AI to create emotional artefacts, not just automate tasks. That’s a signal for marketers to rethink AI’s role beyond productivity: can it be part of your narrative architecture?
- Emotional metrics matter
While traditional marketing tracks clicks and conversions, campaigns like this one hinge on emotional impact. Consider new ways to measure brand warmth, shareability, or sentiment lift.
- Participatory branding is on the rise
Giving users tools to co-create—especially content they’ll share—can extend your reach organically. But it only works when the creative experience feels meaningful and intuitive.
- Gen Z and younger audiences crave authenticity
LG’s campaign feels like a play for emotional credibility. If your audience is younger and digitally fluent, lead with vulnerability and human relevance over polished pitch decks.
With “Radio optimism,” LG is pushing beyond feel-good slogans into the territory of AI-enhanced human connection.
For brand marketers, it’s a reminder that emotional storytelling—when powered by technology but grounded in real insights—can still strike a chord.
