The direction of AI (Artificial Intelligence) triggered by Chat GPT is now moving beyond electronic devices and developing with a focus on personalization in all areas of life, including healthcare, home appliances, housing, content consumption, and SDV. It is expected that a market environment for high value-added products will be created through performance improvement and connectivity maximization of consumer devices.

At CES 2025, the world's largest consumer electronics show held at the Las Vegas Convention Center from January 7 to 10, personalized AI technologies optimized for daily life were showcased beyond the introduction of existing AI technologies.

Many products that provide customized services to consumers by applying 5G and AI technologies to hardware such as IT devices, home appliances, and vehicles, as well as monetization models related to IT services, were exhibited by theme.

■ AI Smart Home, Transformation into Personalized Home Appliances

According to Statista, the AI smart home market, which is expected to grow at a CAGR of 11% to reach $232 billion in 2028, has changed from hyper-personalization through the combination of home appliances and AI to AI as a remote solution and personalized home appliances.

It focuses on creating new home appliance and application demands that go beyond the user convenience provided by existing smart home appliances.


Samsung Electronics' Home AI is a system that monitors the daily lives of family members. Of course, it not only distinguishes and understands various situations and patterns such as work and leisure, but also analyzes objects and spaces in the home through spatial AI to suggest more advanced solutions to users.

In addition, by applying 'SmartThings Ambient Sensing', you can detect and analyze not only the user's device usage patterns but also movement and surrounding sounds through connected devices, and provide summary information about the home, notifications of situations requiring action, and suggestions for device control according to the situation.

Bixby, the AI voice assistant applied throughout 'Home AI', can distinguish the voices of family members, providing the optimal solution tailored to each individual.


LG Electronics has concretized the lives of customers who are changing with empathic intelligence in various spaces such as homes, offices, hobby spaces, and vehicles.

Various AI home hubs, such as LG ThinQ ON with generative AI and concept products based on on-device AI, detect customers' words, actions, and surrounding environment with sensors installed throughout the home and control connected IoT devices to optimal conditions.

■ Expansion into automobiles and the entire industry, contributing to profit generation

Collaborative examples that extend beyond smart homes to include automobiles, ships, and the entire industry were introduced, and this is expected to contribute to various revenue generation.


SmartThings for ships, a collaboration between Samsung Electronics and Samsung Heavy Industries, enables the ship operation system to be checked and managed at a glance, integrated energy management for efficient energy use, and continuous monitoring of abnormal activities to safely and efficiently manage the ship environment. .

SmartThings for vehicles, in collaboration with Samsung Electronics and Hyundai Motor Group, can find the location of a vehicle, check the vehicle status and remotely control it through SmartThings before getting in the vehicle, and remotely control home appliances and motion sensors of home cameras through the vehicle infotainment system. It provides functions such as detection notification confirmation and real-time video confirmation.

LG Electronics' in-cabin sensing solution is a vision AI technology that quickly and accurately recognizes surrounding objects, people, and signals, and uses in-vehicle information collected by cameras and sensors to drive the vehicle. It can also help prevent traffic accidents by translating foreign language traffic signs in real time, detecting drowsiness based on the driver's gaze and facial expressions, measuring real-time heart rate, and recognizing seatbelt use.

In addition, the MX (Mobility eXperience) platform, a mobile customized space that expands AI Home into a vehicle to suit the diverse lifestyles of customers, is a concept vehicle created using LG Electronics' home appliances and LG ThinQ On, an AI home hub, to create a comfortable and pleasant space like home. It allows you to experience.

■ SDV, a change in perception of mobility as a personalized space

The wave of AI personalization increases various activities in the in-car space, and software-centric SDV technologies are being introduced in large numbers.

In particular, SDV is developing visual information along with the development of autonomous driving. The demand for displays for delivery is expected to increase, and a number of display technologies that can visualize personalized, various driving information, and infotainment information through the use of AI technology have been introduced.


Hyundai Mobis' 'Holographic Windshield Transparent Display' technology helps implement SDV by displaying images or videos anywhere on the vehicle's front windshield.

Hyundai Mobis' representative human tech technology, M.Brain, was also introduced at CES. It analyzes the driver's brainwave information to check for inattention such as drowsy driving in real time, and if the driver's attention level decreases, it warns in various ways including visually (LED warning lights around the driver's seat), tactilely (vibrating seat), and auditorily (headrest speaker).


LG Electronics introduced the MX platform, which is in line with the mobility industry's trend of shifting to experiential spaces.

The MX platform can create the most suitable mobility space for customers by combining home appliances in the living room, dressing room, bedroom, kitchen, etc. one by one like modules.

For example, a vehicle with the MX platform can be used as a resting place as comfortable as home for those who need their own space outside the home, a creative studio for computer work, and a hobby/taste space for reading or watching movies.Transforms into a functional space.

The MX platform provides a more personalized experience through the AI home hub 'LG ThinQ ON'. ThinQ ON, which uses generative AI, will manage schedules by talking to customers, provide necessary information such as weather and traffic, and even link to external services such as food ordering, laundry, and restaurant reservations. Furthermore, it will monitor the in-car environment, including home appliances and IoT devices, in real time to take care of the customer's health.


LG Innotek also introduced a ‘high-performance in-cabin camera module.’ This product is a high-resolution camera module equipped with a 5-megapixel RGB (Red, Green, Blue)-IR (Infrared) compatible sensor that detects the driver's status in real time to prevent drowsy driving, etc.

This product is capable of monitoring whether the passenger seat and second row passengers are wearing their seat belts with a single ultra-small camera module, thereby increasing the customer's space utilization and design freedom.

In addition, 'Nexlide Vision' is a product that combines smart film technology with existing pixel lighting that implements various text and animation effects with vehicle lighting, and can implement not only pixels but also surfaces and lines at the same time, allowing for a variety of expressions.

■ Increase in demand for high value-added semiconductors such as CPUs and GPUs

Personalized services through AI are expected to trigger demand for high value-added semiconductors for data center advancement and consumer semiconductors for on-device AI.

AMD, Nvidia, Intel, Qualcomm and others have introduced next-generation semiconductors.

AMD unveiled its AI Max series and Ryzen 9000 X3D series products.

Nvidia unveiled the GeForce RTX 50 series, and Intel unveiled the Core Ultra 200HX series.

All processor manufacturers have emphasized the need to enhance chip performance to implement AI functions, and it appears that all new CPUs will be equipped with NPUs to improve the AI-operating environment of PCs.

In particular, with the advent of ChatGPT, various AI software developments are underway. Currently, AI software is recognized as a personal consumption focused on entertainment and convenience, and consumer devices that are most suitable for implementing on-device AI are expected to grow.

Also existing It is expected that AP processors, which were mainly installed in smartphones and laptops, will expand their demand to include automobiles, medical equipment, and other industrial devices.

■ AI, expanding demand and creating markets

The AI market seen at CES 2025 is expected to drive personalization in all areas of life, including not only electronic devices but also healthcare, housing, mobility, and content consumption.

In addition, a market environment centered on high value-added products is expected to be created due to improved performance and maximized connectivity of consumer devices, and performance competition is expected to intensify.

According to industry insiders, AI in 2025 is expected to focus on functional and technological upgrades, with technological upgrades such as robots and AI voice recognition expected to accelerate. In addition, it is expected that the market will expand from the expansion of existing AI investments to B2B and B2C monetization, and the demand for flagship cast members will increase and functional differentiation strategies will be pursued.