AI startups are reaching growth stage much faster. That's exciting, but also risky, because investors might pour millions into a company only to watch it be unseated in a few months.

Microsoft revealed earlier this year that LG TVs would get access to Xbox Cloud Gaming, and now the Xbox TV app is rolling out to select LG smart TV models starting today. The Xbox app will let LG TV owners stream Xbox games directly to their TVs, and use a wireless controller to play them.

The Xbox app will be available for LG’s 2022 OLED TVs, select 2023 smart TVs, and newer models and smart monitors that are running webOS24 or higher. It will also soon be available for LG’s portable StanbyME screens. The Xbox app is built into the LG gaming portal on the latest 2025 LG TVs, but for older models you’ll have to head into the LG app store and download the Xbox app.

LG’s 2022 OLED TVs and select 2023 smart TVs will also need the latest firmware upgrade to run the Xbox app, and you’ll have to connect a Bluetooth-enabled controller and subscribe to Xbox Game Pass Ultimate to stream Xbox games to your TV.

Microsoft first launched its Xbox TV app on Samsung’s range of smart TVs in 2022, before expanding it to older models a year later. The app looks very similar to the web version of Xbox Cloud Gaming, and aims to provide a console-like experience without the need to purchase an Xbox Series S / X device. The Xbox TV app is a big part of Microsoft’s strategy to expand Xbox to multiple devices and make it clear that it thinks every screen is an Xbox now.

LG TVs will soon leverage an AI model built for showing advertisements that more closely align with viewers' personal beliefs and emotions. The company plans to incorporate a partner company’s AI tech into its TV software in order to interpret psychological factors impacting a viewer, such as personal interests, personality traits, and lifestyle choices. The aim is to show LG webOS users ads that will emotionally impact them.

The upcoming advertising approach comes via a multi-year licensing deal with Zenapse, a company describing itself as a software-as-a-service marketing platform that can drive advertiser sales “with AI-powered emotional intelligence.” LG will use Zenapse’s technology to divide webOS users into hyper-specific market segments that are supposed to be more informative to advertisers. LG Ad Solutions, LG’s advertising business, announced the partnership on Tuesday.

The technology will be used to inform ads shown on LG smart TVs’ homescreens, free ad-supported TV (FAST) channels, and elsewhere throughout webOS, per StreamTV Insider. LG will also use Zenapse's tech to “expand new software development and go-to-market products," it said. LG didn’t specify the duration of its licensing deal with Zenapse.

Read full article

Comments

© Getty