LG Nova, LG Electronics’ North American Innovation Center, will offer a glimpse into the technologies that will lead growth in the future at CES 2024, slated to be held in January in Las Vegas, the company said on Monday.

At the annual consumer electronics show, LG’s US entity will open its showroom under the theme “Building a brighter tomorrow together.” Its 10 partnering startups will present their innovative technology ideas in four fields: digital health, clean tech, future tech and smart life. The showroom will be opened in Eureka Park in the venue.

“The upcoming CES will be where we will show LG Nova’s leadership in the global startup ecosystem, and share our visions on future industry,” said Rhee Sok-woo, LG Electronics’ senior vice president of innovation and head of LG Nova.

The 10 startup companies have been chosen in LG’s idea contest “Mission for the Future,” and are working together with the tech giant to bolster their ideas into concrete businesses. The companies include XR Health, a virtual clinic, and DeepBrain AI, an artificial intelligence video generator.

LG Nova has been upfront in exploring for future items of business items, hosting an annual contest since 2021 to select global startups for innovative business ideas and sponsor their project development.

This year, the company also launched the over $100 million venture capital fund Nova Prime Fund, together with Clearbrook, a global investment advisory and asset management firm. The fund is aimed at fostering companies advancing innovations to build a better future.

Meanwhile, LG Uplus, a leading mobile carrier affiliated with LG Group, will send a team of top executives and employees specializing in AI and mobility sectors to the upcoming CES.

Led by the company's Chief Technology Officer Lee Sang-yup, a team overseeing AI and data product businesses will travel to the US for the four-day event to attend keynote sessions and tour showrooms to explore next-generation mobility and AI technologies, LG Uplus said.

As telecommunications firms are competing to roll out new products utilizing next-generation technologies, LG Uplus CEO Hwang Hyeon-sik has said the company plans to strengthen its customer service with generative AI chatbots. The company also aims to bolster its freight brokerage platforms and electric vehicle charging businesses, according to Hwang.