CES 2024

It didn’t take more than a minute into LG’s live-streamed CES presentation before the term “AI” hit the screen. Unfortunately, artificial intelligence was also used to generate the captions that viewers saw at home.

The speech-to-text algorithm repeatedly stumbled on the name of the company, hilariously turning “LG” into “algae” in most of the captions. Toward the end of the presentation, Mr. AI did finally settle on two letters for the company — unfortunately, they were “LJ.”

If human input had been responsible for such botched branding during a high-value presentation, heads might have rolled. But how do you fire an AI assistant?