At CES 2024, which is scheduled to take place in January in Las Vegas, LG Electronics’ North American Innovation Center, LG Nova, will provide an overview of the technologies that will drive future growth, the company announced on Monday.

LG’s US division will unveil its showroom with the theme “Building a brighter tomorrow together” at the yearly consumer electronics show. In four categories—digital health, clean tech, future tech, and smart life—its ten cooperating businesses will showcase their cutting-edge technological concepts. At the location, at Eureka Park, the showroom will open.

Rhee Sok-woo, senior vice president of innovation at LG Electronics and head of LG Nova, stated, “We will demonstrate LG Nova’s leadership in the global startup ecosystem and share our visions on future industry” during the next CES.

The ten startup companies who won the “Mission for the Future” idea contest from LG are collaborating with the tech giant to develop their concepts into real businesses. Among the businesses are the virtual clinic XR Health and the artificial intelligence video generator DeepBrain AI.

Since 2021, LG Nova has been in the forefront of the search for new business ventures. It has been organizing an annual competition to identify and support the development of unique business concepts from worldwide entrepreneurs.

This year, the company and global asset management and investment advice firm Clearbrook together formed the over $100 million venture capital fund Nova Prime Fund. The fund’s objective is to support businesses who are developing technologies to create a better future.

A group of senior executives and staff with expertise in the AI and mobility sectors will be attending the forthcoming CES on behalf of LG Uplus, a prominent mobile carrier connected to the LG Group.

A team supervising the AI and data product divisions, led by the company’s Chief Technology Officer Lee Sang-yup, will go to the US for the four-day event, according to LG Uplus. They will attend keynote presentations and showroom tours to learn more about AI and next-generation mobility technologies.

LG Uplus CEO Hwang Hyeon-sik has stated that the company intends to enhance its customer care with generative AI chatbots, as telecom companies compete to launch innovative products utilizing next-generation technologies. According to Hwang, the company also wants to grow its electric vehicle charging and freight brokerage businesses.