When LG built their most advanced AI, Tilda, they wanted to create a genuine identity from the ground up.

Researchers have found AIs behave based on initial data. Therefore, if you train them to draw, this becomes one of their main problem-solving skills whenever they face new complex problems.

Which led us to divide Tilda’s data into two - past and present. Then we started to implement factitious actions in her past which became her repetitive behavior, therefore, successfully managing to make an AI behave a certain way. A unique identity was born from data.

Many major tech companies have committed to going Net-Zero, but few have implemented their technology to initiate real change. To lead and accelerate the Net-Zero Movement, we utilized Tilda - LG's most powerful, hyper-scale, humanlike AI - to lead a campaign that would inspire those with the most to lose: the future generation.

In order for Tilda to engage her target audience, we had to create a virtual character with unique personality traits that would appeal to a younger crowd.

But how do you build a genuine character for an AI when the foundation of AI is all about constantly learning and changing?

We created a timeline and divided it into two - past and present. We then input theoretical decision data into Tilda’s past, which became the foundation for her future characteristics. For example, we implemented data of Tilda learning how to alter images, and then it evolved into one of the main strategies she uses to solve current and future problems.

By fundamentally influencing how Tilda behaves with data, we were able to create Tilda’s personality as well as her virtual outlook. Each and every process was documented into a book and was published for other AI developers to follow.

Creating a genuine identity for AI takes persistent effort. Since we’re not just creating a visual outlook, we had to rely on many different researchers, developers, engineers and designers to throw many different fresh ideas and collaborate together to shape a truly unique character for Tilda.

Seeing as our target audience is the young generations, we took care to expose Tilda to data that would develop into interests and values that would help her connect to this group. This included relevant social platforms, websites, and keywords.

The Tilda book set consists of two volumes. Volume 1 features how we implemented data to define Tilda’s characteristics. These include songs she listened to, her YouTube watch history, apps she downloaded, games she played, etc. Volume 2 features a 2022 calendar of international events where we feature what Tilda desires to do. We visualized her responses to days like Christmas, the Beijing Winter Olympics, Earth Day, etc.

Expressing AI thought processes through design can be complex. That's why we used design elements used throughout social media that would be familiar to a young audience: Instagram stickers, texts, hashtags, and buttons styled with trendy neon gradients. By combining modern elements with social media storytelling, our audience can understand what Tilda represents among us.

Our unique brand book transformed intangible data into visuals, showcasing LG’s most advanced technology and iconic character - Tilda.

Utilizing data to create an identity for an AI sets a new standard for the design industry. This is because we’re not designing a virtual outlook, we’re building an entire persona from the ground up - one which leads AI to behave in specific, human-like patterns.

Internally, this new branding has become a symbol of creativity. It showed LG a new way to approach complex problems and demonstrated how creativity and craft are the game-changers when it comes to developing new technologies.

Externally, Humanist - one of the top publishers in South Korea - saw the value of our efforts and is set to publish our work, to be distributed in major bookstores all across South Korea by the end of April.

Our Tilda brand guideline will become the industry exemplar for all future AI manuals.