LG Electronics’ in‑house AI communications platform, PRISM AI, took the Best AI Tool or Product prize at the 2026 IN2 SABRE Awards Asia‑Pacific. The platform was also named a finalist in the Consumer Electronics & Telecommunications category at the 2026 SABRE Awards Asia‑Pacific.
About the award
The SABRE Awards Asia‑Pacific, founded by PRovoke Media, is a respected program in global public relations that recognises excellence in brand building, reputation management and audience engagement. The IN2 SABRE Awards Asia‑Pacific track specifically highlights innovative solutions in PR, including work in artificial intelligence, data and analytics, digital audience relations and new communications technologies.
What PRISM AI does
PRISM AI is a global PR‑analysis platform that leverages large language models (LLMs), deep learning and AI agents. According to LG, the system analyses data related to roughly 200 markets and 30 brands worldwide and processes millions of media mentions to produce performance metrics. Key features include:
- calculation of PR performance metrics such as PR Score and CI Index;
- context‑aware keyword analysis and automated AI agents;
- conversion of large, complex datasets into actionable reports and strategic insights.
These capabilities aim to help executives and communications professionals make faster, more objective decisions while accounting for differences across international markets.
Independent validation and business impact
The platform’s measurement methodology and metrics have been validated by Burson, a leading global PR consultancy, which LG says increases the credibility and objectivity of PRISM AI’s analyses. The award recognises both the technological sophistication of the platform and its ability to deliver tangible business value by measuring and optimising PR effectiveness on a global scale.
LG presents PRISM AI as more than a single‑function tool: the company says the technology can reshape the operations of a global organisation and set a new benchmark in AI Transformation (AX) within the industry. The solution also reinforces LG’s position in shaping the future of data‑driven communications.
Executive comments
Thomas Yoon, Executive Vice President of the Electronics Overseas Sales and Marketing Company at LG Electronics, said that PRISM AI enables objective measurement of communication impact across markets and allows the company to draw strategic conclusions from the results. He noted this supports LG’s business‑portfolio transformation and the development of market‑specific strategies worldwide.
Cho Jung‑bum, head of the AX Center within LG Electronics’ CSO organisation, added that PRISM AI combines LG’s global PR expertise with advanced AX capabilities to create a solution few companies can replicate. He emphasised that AX is becoming an integral part of how the LG Group operates, reshaping not just individual tools but the company’s overall way of working.
Why it matters
The award is significant because it demonstrates a practical application of AI within everyday communications work, not only as a technical innovation but as a driver of measurable outcomes. The international recognition highlights the growing importance of data‑driven communication and AX solutions for companies operating on global markets.
LG’s PRISM AI accolade in 2026 reflects both PR innovation and the broader expansion of the company’s AI transformation into its communications function, as the group seeks to make its global PR efforts more data‑driven.
