LG PRISM AI Wins Best AI Tool at 2026 IN2 SABRE Awards Asia Pacific

LG Electronics’ PRISM AI earns the Best AI Tool or Product honor at the 2026 IN2 SABRE Awards Asia-Pacific, highlighting how artificial intelligence and data analytics can help reshape global communications measurement and strategic decision-making.

• AI Recognition: LG Electronics’ PRISM AI has won the Best AI Tool or Product category at the 2026 IN2 SABRE Awards Asia-Pacific, giving the company major industry recognition for applying artificial intelligence to communications intelligence, measurement and strategic decision-making.
• Global Intelligence: Powered by large language models and deep learning, PRISM AI analyzes communications data spanning 200 markets and 30 brands worldwide, turning millions of news articles and complex PR information into actionable insights for executives and communications professionals.
• Enterprise Transformation: The award positions PRISM AI as a notable example of LG Group’s broader AI Transformation or AX efforts, demonstrating how AI can move beyond standalone tools and become part of the way a global organization measures performance, develops strategies and makes decisions.

LG Electronics (LG) is gaining recognition for applying artificial intelligence beyond consumer devices, with its proprietary PRISM AI communications intelligence platform winning the Best AI Tool or Product category at the 2026 IN2 (Insight & Innovation) SABRE Awards Asia-Pacific. The achievement puts the spotlight on how AI can be used not just to generate content, but also to analyze communications performance and support strategic business decisions.

PRISM AI has also advanced as a finalist in the Consumer Electronics & Telecommunications category at the 2026 SABRE Awards Asia Pacific, giving LG another opportunity to showcase the platform's role in its global communications strategy.

AI Innovation Recognized by the PR Industry

Presented by PRovoke Media, the SABRE Awards Asia-Pacific is one of the respected recognition programs in the global public relations industry, highlighting excellence in branding, reputation and engagement.

The IN2 SABRE Awards Asia-Pacific is part of the broader SABRE Awards program and focuses specifically on innovation within the changing PR landscape. Its areas of recognition include artificial intelligence, data and analytics, digital engagement and emerging communications technologies.

PRISM AI's victory in the Best AI Tool or Product category therefore recognizes both its technological capabilities and its practical application within communications. Rather than keeping AI separate from everyday PR operations, LG has integrated the technology into a platform designed to help teams understand communications impact and make more informed decisions.

Analyzing 200 Markets and 30 Brands

At the core of PRISM AI is an AI-powered global PR analytics system that uses large language models or LLMs and deep learning. According to LG, the platform analyzes data connected to 200 markets and 30 brands worldwide.

PRISM AI performs in-depth analysis of millions of news articles to measure PR performance and generate strategic insights. Among the metrics produced by the platform are its PR Score and CI Index.

The system also employs context-based keyword analysis and AI Agents to process complicated sets of communications data and transform them into more actionable insights and reports. For executives and communications professionals, this is designed to make it easier to assess performance objectively and arrive at decisions with greater speed.

LG said the platform's evaluation methodology and measurement metrics have also been validated by global PR consultancy Burson, adding another layer of objectivity and credibility to the system.

Bringing Data-Driven Discipline to Global PR

PRISM AI emerged from LG's wider push toward AI transformation across its organization. As the company expanded its group-wide AX initiatives, it sought to bring similar data-driven approaches to communications.

LG's Overseas Sales and Marketing Company identified the need for a framework that could measure and optimize PR performance across different markets. This is particularly relevant for a global organization dealing with varying communications environments and requirements around the world.

Thomas Yoon, executive vice president of the Overseas Sales and Marketing Company at LG Electronics, said, “PRISM AI enables us to objectively measure communications impact across markets and derive strategic insights from our activities – supporting LG’s business portfolio transformation and differentiated market strategies around the globe.”

He added, “It is an indispensable tool for making more informed decisions with greater speed and precision.”

A Broader Example of LG's AI Transformation

Beyond its immediate usefulness for public relations teams, PRISM AI demonstrates how LG is looking at AI as a technology that can influence broader organizational operations.

The platform combines LG's experience in global PR with its growing AX capabilities, creating a system designed around the company's own international communications requirements.

Cho Jung-bum, head of the AX Center of CSO at LG Electronics, explained, “Combining LG’s global PR expertise with advanced AX capabilities, PRISM AI represents something few companies can replicate.”

He continued, “PRISM AI exemplifies how AX is taking root not only within LG Electronics but across LG Group as a whole, moving beyond individual tools to reshape how LG operates.”

The IN2 SABRE Awards Asia-Pacific recognition strengthens that positioning. More importantly, it provides a real-world example of how AI can be integrated into communications operations to measure impact, identify emerging narratives and turn large amounts of information into insights that decision-makers can actually use.

For the PR and communications industry, PRISM AI also points toward a future where measurement can become increasingly intelligent, contextual and responsive. For LG, the award marks another milestone in its effort to make AI transformation a practical part of how a global organization operates.

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