LG Electronics' self-developed AI communications platform, PRISM AI, won the Best AI Tool or Product category at the 2026 Asia-Pacific IN2 SABRE Awards. The win signals a shift in how global PR teams measure and act on communications data, as the platform was recognized for turning millions of data points into usable strategic direction.
The IN2 SABRE Awards, run by PRovoke Media, spotlight cases that apply technologies like AI and big data to brand building and reputation management. PRISM AI was also shortlisted in the Consumer Electronics & Telecommunications category of the main awards.
What PRISM AI does
PRISM AI is a global PR analytics platform built on large language models and deep learning. It analyzes data from more than 200 markets and 30 brands worldwide. The system processes millions of news articles to calculate metrics such as PR Score and Corporate Image Index, then uses context-based keyword analysis and AI agents to convert that data into reports and actionable insights.
The goal is speed and objectivity. Executives and practitioners get a clearer picture of communications performance without waiting for manual analysis. The platform's measurement system was cross-validated by Burson, the marketing and PR consulting firm. Burson reviewed the evaluation methodology against its own expertise, which the firm said further strengthened the platform's reliability.
Industry recognition and competitive position
The award judges focused on how the platform embeds advanced technology into real PR workflows. PRISM AI met the criteria for cases that successfully incorporate technologies like AI into measurable business results. Burson noted that LG Electronics can now objectively evaluate communications performance by country and apply findings directly to strategy development.
Industry observers expect the combination of LG's global PR experience and its proprietary AI to create competitive advantages that rivals will find hard to replicate quickly. The platform is expected to accelerate data-driven decision-making and set a new benchmark for global PR measurement. For professionals working in AI for PR & Communications, the award highlights a concrete example of AI moving from pilot projects into the core of communications work.
Why this matters for PR and communications professionals
PRISM AI's recognition at the IN2 SABRE Awards is not about the trophy. It is about what the platform replaces: slow, manual reporting cycles and subjective performance assessments. When a global company builds its own AI to measure PR output across 200 markets, it signals that the industry's measurement standards are being rewritten by practitioners who control the technology, not just by vendors selling it. For media relations specialists and communications leads, the takeaway is practical - the tools to quantify and direct PR strategy are becoming more precise, and the gap between organizations that use them and those that don't will widen. The AI Learning Path for Media Relations Specialists offers a way to build the skills needed to work with platforms like this one.
Your membership also unlocks:
