Enjoying the World Cup? LG Electronics is trying to make it even better with an AI TV that adjusts the output depending on the room’s lighting and noise levels.

The AI TV with WebOS is a smart television with an AI-powered picture and audio engine that reads room conditions and adapts its output in real time, helping viewers stay with the match instead of managing the screen or the sound.

For anyone who has hosted a 3pm kickoff in a south-facing room, the pattern is familiar. The screen washes out, so up to fix the curtains. The crowd roars and buries the commentary, so grab the remote and turn the volume down. A quiet spell, volume back up. The light shifts again, back to the curtains. Brightness looks off, adjust that too. It never fully stops.

The LG AI TV with WebOS approaches these problems from two directions: picture and sound.

The AI recognises the genre of content being watched automatically, then uses a built-in ambient light sensor to measure room brightness continuously. As sunlight levels shift throughout the day, the display’s luminance and tonal balance adjust accordingly. The picture is designed to stay clear and well-defined as room light changes, without the viewer touching the controls.

On select OLED Evo models, Reflection Free Premium reduces the effect of ambient light on the screen surface itself. This matters most during high-attention moments such as close-up replays, multi-angle reviews and disputed calls, where surface glare can obscure the precise detail that defines those sequences.

AI Picture Pro, powered by a dual AI engine, applies scene-by-scene HDR tone mapping and contrast processing across the full broadcast. During a live match, the range of shot types is extreme: wide pitch shots, player close-ups, slow-motion replays and stadium overhead angles each present different brightness and contrast profiles. AI Picture Pro processes each frame independently, maintaining image depth and colour accuracy through rapid shot transitions.

On the audio side, AI Sound Pro continuously balances output across multiple sound layers. Virtual multi-channel up-mix creates a more spatially defined broadcast experience. AI acoustic tuning uses the built-in microphone to recognise the viewing environment and content genre, delivering the live atmosphere of a stadium and clear, sharp commentary at the same time, with audio optimised to match.

WebOS (www.lg.com/us/webos) is LG’s proprietary smart TV operating system that supports a wide range of third-party apps and integrations, while offering access to various services. It also lets users manage connected devices and access content and services through a customisable interface.

The AI features are not limited to sports content. AI Picture Pro applies scene-by-scene HDR tone mapping and contrast processing to any content, including films, series and games, adjusting each frame independently regardless of the source. AI Sound Pro and acoustic tuning balance audio output and enhance dialogue clarity across all content types, which is particularly useful for dialogue-heavy drama or action films with wide dynamic range. For gaming, the TV’s AI processing works alongside low-latency display modes, so picture enhancement and reduced input lag can be used together on supported models.

For more information, see www.youtube.com/watch?v=SnSZFtljZvU.