[Preview of CES] Samsung, LG, Hyundai Motor, and Doosan Compete in AI Arena... From Mobility to Robotics

Korean Companies Join CES 2026
New AI-Powered Products Debut Across the Board
Samsung and LG Unveil New TVs and Robot Vacuums
Hyundai Motor Group Showcases AI Robotics Technology

At CES 2026, the world's largest home appliance and IT exhibition, Korean companies will showcase next-generation products and technology strategies. Major domestic conglomerates such as Samsung, LG, Hyundai Motor Group, and Doosan will unveil their core product lines at next year's exhibition, highlighting each company's competitiveness.

According to the industry on December 26, Samsung Electronics and LG Electronics will participate in CES 2026, which will be held in Las Vegas, United States, starting from January 6. Samsung's affiliates, including Samsung Electronics, Samsung Display, and Samsung Electro-Mechanics, will set up booths, while LG's affiliates, such as LG Electronics, LG Innotek, and LG Display, will also participate in the exhibition.

Both companies will announce new product lineups and future strategies centered on artificial intelligence (AI). At Samsung Electronics' pre-event "The First Look" on January 4, the company will deliver the message of integrating AI technology into its products and services under the theme "Your Companion to AI Living." LG Electronics will hold its pre-event "LG World Premiere" on January 5, introducing its vision of "Empathic Intelligence." This also aims to present a future where AI connects and expands various spaces and experiences. In fact, Samsung Electronics will unveil its "Bespoke AI Refrigerator" equipped with Google's latest AI model, Gemini, for the first time. LG Electronics will also showcase its "AI-based Vehicle Solution," which applies AI to automotive technology, on a large scale.

In addition, the two companies will go head-to-head by unveiling new products in their main home appliance categories. The flagship product line for both companies at this exhibition is the "RGB TV (Red, Green, Blue)." After launching the world's first 115-inch Micro RGB TV in August, Samsung Electronics will introduce six additional models at this event. LG Electronics will present its first proprietary Micro RGB TV, the "Micro RGB Evo."

New robot vacuum cleaners will also be unveiled side by side. Samsung Electronics will exhibit its new "Bespoke AI Steam" model, which was introduced at IFA 2025. LG Electronics will also showcase its new built-in "Hidden Station" and freestanding "Objet Station" models.

Affiliates are also taking the opportunity of CES to unveil a variety of new products. LG Innotek will set up a booth dedicated to future mobility and will unveil its new "Under Display Camera Module" for in-vehicle sensing solutions for the first time. LG Display will present the world's first "240Hz RGB Stripe OLED (Organic Light Emitting Diode) Panel," targeting the high-end gaming monitor market. Samsung Display is also expected to showcase new product lineups for monitors and automotive displays.

Yonhap News Agency

Hyundai Motor Group, which is setting up the largest booth in its history, will put AI robotics technology at the forefront. The group's robotics manufacturing affiliate, Boston Dynamics, will demonstrate its next-generation electric humanoid robot "Atlas" in a live demonstration for the first time. In addition, cutting-edge AI robotics technology presentations will be held every hour, featuring the quadruped robot "Spot" and the mobile robot platform "MobED."

At this CES, Hyundai Motor Group's parts affiliates will also showcase their latest technologies. Hyundai Mobis will present more than 30 mobility convergence technologies, including a display that projects driving information onto the windshield. Hyundai Wia, participating in CES for the first time, will operate a "thermal management experience vehicle," allowing visitors to experience air conditioning optimized for each individual.

Doosan Group will also participate in this CES to unveil its future technology strategies. Doosan Enerbility will showcase innovative technologies in the fields of gas turbines and small modular reactors (SMRs), while Doosan Bobcat will introduce a wide range of new AI technologies applicable to construction sites. Doosan Robotics will demonstrate the world's first unmanned AI system and present an intelligent palletizing solution that enables robots to avoid obstacles in real time and calculate optimal routes using GPU-accelerated AI.