LG’s AI-Driven Platform Recognized for Assessing the Real-World Impact of Communications
LG Electronics (LG) announced yesterday that PRISM AI, its AI-powered communications measurement platform, received three honors at the 2026 AMEC Global Communication Effectiveness Awards. The awards are presented by AMEC, the International Association for the Measurement and Evaluation of Communication.
The platform won Gold in Best Use of AI in Communication Measurement and Silver in both Best Use of a Measurement Framework and the Step Change Award, which recognizes the greatest improvement in a measurement journey. These awards underscore PRISM AI’s potential to serve as a benchmark for the public relations and communications industry.
How the Awards Were Judged
This year, the AMEC Global Communication Effectiveness Awards used a threshold-based judging model. Each entry was assessed against established standards of excellence, rather than compared with other submissions. To safeguard the process, judges were prohibited from using generative AI tools to assist with or inform their evaluations.
Judging focused primarily on real-world effectiveness: the reliability of findings, whether they were acted upon, and how they inform future communications planning and strategy. PRISM AI’s methodology aligns with these priorities. Its integrated measurement approach and multilingual contextual analysis are designed to meet these criteria, producing dependable measurements and insights that support business decisions.
Measuring Impact, Not Just Volume
PRISM AI evaluates the impact of communications, not simply the volume of coverage. The platform is based on three core concepts from AMEC’s Barcelona Principles 3.0: outcomes over outputs, quality alongside quantity, and transparency. It applies these principles through a dual-metric system comprising the PR Score and the Communications Impact Index.
“Winning three AMEC Awards for PRISM AI is especially meaningful, not only because it highlights our efforts in advancing AI-powered communications measurement, but also because the recognition comes directly from the PR industry’s most respected global body,” said Cho Jung-bum, head of the AX Center at LG Electronics. “We will continue to refine PRISM AI’s methodology while expanding its capabilities and scope, further enhancing its value as a solution for driving better business decisions.”
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