Tech news: LG wins over U.K. early adopters and trend setters with new technology and AI features

While home entertainment has continued to evolve in a multi-screen world, LG’s latest advancements leverage AI-powered, personalized experiences – innovations that consumers are reacting positively to. And, according to the latest research by The Harris Poll’s survey software, QuestDIY, innovation has emerged as a critical factor in influencing brand loyalty.

Catching the attention of early technology adopters and trend setters ready to embrace the latest and greatest tech news, LG’s brand momentum has surged among U.K. consumers since introducing its new line of OLED TVs.

LG’s latest models aren’t just introducing new technology features — they’re redefining at-home tech by adapting to users’ digital habits and entertainment spaces.

New Technology: Shifts in Smart Living

The LG OLED TV lineup has seen many changes since its 2012 debut. Coupling sharp picture quality and AI-powered personalization beginning in 2024, the latest lineup of LG TVs allows users to navigate apps and streaming options via voice ID while offering a generative AI gallery and customizable picture and sound quality modes. 

According to data from QuestBrand by The Harris Poll, LG’s sales conversion funnel shows significant increases in brand trial and usage among U.K. adults, specifically early adopters and trend setters, from September 2024 to April 2025. These audience segments describe when consumers are likely to embrace new technology. While early adopters are quick to purchase emerging products, trend setters are the very first consumers to buy the latest and greatest technologies. 

LG’s Sales Conversion Funnel Among U.K. Early Adopters and Trend Setters

QuestBrand. 9/1/24-4/28/25. Base: U.K. adults, n=2,226. Base: Early adopter, n=531. Base: Trend Setter, n=362.

Within the funnel, “usage” captures consumers who actively use LG products, while “trial” measures consumers’ willingness to try the LG brand. 

In addition to these new TV models, LG introduced ITS Smart Home AI Agent at the Consumer Electronics Show in 2024. This robot with wheels was designed to interact with users and connect to smart household appliances and IoT devices. Serving as an environmental monitor and security patrol, this mini agent only added to LG’s smart home tech initiatives.

According to an Artificial Intelligence U.K. report by The Harris Poll, 29% of U.K. adults said having AI integrated in a product would make them more likely to purchase it. However, AI is not the only factor that consumers look for when making a purchase. Half (46%) of U.K. adults said they prioritize a product or service’s overall quality and experience over whether it uses AI. 

A New Era of Entertainment

With this latest rollout of OLED TVs, LG looks to have laid a solid foundation of positive brand momentum among U.K. consumers. Momentum, a component of brand equity, describes a brand’s ability to uphold its market position and overcome competitors. Among trend setters, there has been a significant uptick in U.K. users who think that the LG brand is on the rise. 

LG’s Positive Brand Momentum Among U.K. Adults – 12 Week Trended Average

QuestBrand. 9/1/24-4/28/25. Base: U.K. Adults, n=2,226. Early Adaptors, n=524. Trend Setters, n=357.

In 2024, LG first introduced its new AI processor for OLED TVs. Since then, the company has continued to roll out OLED TV models in 2025, which could explain LG’s latest momentum boost among U.K. adults, especially since this new technology incorporates enhanced brightness, processing, and design in addition to AI capabilities. 

LG’s forward-thinking take on smart home devices appeals to consumers who are the first to react to new technology releases. As more users integrate smart tech into their homes and everyday activities, personalization, connectivity, and quality will grow in importance.

By embracing AI rather than avoiding it, LG has shown users that the traditional TV can adapt alongside other responsive and engaging modern devices. It will be interesting to see what moves LG continues to make within the home entertainment space and beyond. Will U.K. users continue to welcome AI into their homes?

Is your brand tracking momentum across U.K. consumers? Contact our QuestBrand team to learn more about how our industry-leading brand tracker can fuel brand growth with actionable, in-the-moment insights.