LG has won the Best AI Tool or Product award at the 2026 IN2 SABRE Awards Asia-Pacific for its PRISM AI platform, an in-house communications intelligence system that measures media coverage across 200 markets and 30 brands. The recognition signals growing acceptance of AI-based measurement tools as formal instruments in corporate communications rather than experimental add-ons.
PRISM AI uses large language models and deep learning to assess public relations performance, track competitive positioning, and identify emerging narratives across global markets. The system examines millions of news articles and produces internal metrics including a PR Score and a CI Index. Its methodology was validated by Burson, a global public relations consultancy - external verification that matters in a field under pressure to show AI-driven assessment can be measured consistently and used in business decisions.
Internal rollout
The platform was developed in response to the challenge of running communications programmes across numerous overseas markets. LG's Overseas Sales and Marketing Company identified a need for a framework that could compare public relations results more objectively and help teams refine activity in different regions.
That challenge is familiar to multinational groups managing multiple product categories and brands across fragmented media environments. Communications teams are increasingly expected to provide evidence not just of reach and visibility, but of how coverage influences reputation, market positioning, and broader business priorities.
PRISM AI combines automated media analysis with context-based keyword assessment and AI agents that convert large volumes of data into reports. According to LG, the result is faster analysis for executives and communications professionals making decisions across multiple markets.
Broader significance
The IN2 SABRE Awards Asia-Pacific recognise innovation in areas including AI, analytics, and digital engagement. LG's win points to a wider shift in how large companies approach reputation management: public relations functions, once assessed mainly through campaign outputs and share of voice, are increasingly tied to structured metrics and centralised monitoring systems that management teams can use.
For technology groups, the use of AI in communications has become both an operational tool and a test case for broader organisational change. LG framed PRISM AI as an example of how artificial intelligence can move beyond product development into core business functions that influence strategy, internal reporting, and market execution. The approach has parallels with the structured training available to communications professionals through AI for PR & Communications courses, which cover similar territory in applying AI to media analysis and measurement.
"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," said Thomas Yoon, Executive Vice President of the Overseas Sales and Marketing Company at LG Electronics. "It is an indispensable tool for making more informed decisions with greater speed and precision."
"Combining LG's global PR expertise with advanced AX capabilities, PRISM AI represents something few companies can replicate," said Cho Jung-bum, Head of the AX Centre of CSO at LG Electronics. "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."
Why this matters for PR and communications professionals
The award validates a model that communications teams at large organisations are increasingly expected to follow: centralised, AI-driven measurement that produces consistent metrics across markets. Professionals who can interpret and act on data from systems like PRISM AI - rather than relying solely on agency reports or manual analysis - will be better positioned as more companies adopt similar tools. The skills required to work alongside these platforms, including media analysis and measurement, are covered in AI for Media Relations Specialists training, which addresses the practical application of AI in daily communications work.
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