Nam Hyun-woo has worked as a staff writer at The Korea Times since 2013, mostly covering business and politics. He currently belongs to the Business Desk where he covers topics such as emerging tech, AI, ICT and Korea's chaebol community. Prior to joining the team, he was the paper's correspondent for the presidential office of Korea during the Yoon Suk Yeol and Moon Jae-in administrations.
Will SK, Nvidia boast stronger AI chip ties at CES 2025?
SK Group Chairman Chey Tae-won, right, listens to Nvidia CEO Jensen Huang at Nvidia's headquarters in Silicon Valley in this photo uploaded on Chey's Instagram page, April 24. Captured from Chey's Instagram page
By Nam Hyun-woo
Samsung, LG to showcase latest advances in AI applications
The Consumer Electronics Show (CES) 2025 is fast approaching, with the world's leading technology companies preparing to showcase their latest innovations to a global audience in Las Vegas, transforming the city into the stage for the world's largest and most influential tech exhibition.
Building on the momentum of CES 2024, artificial intelligence (AI) will again take center stage at CES 2025, slated to take place from Jan. 7 to 10. Participants are gearing up to demonstrate real-world applications of their technologies, aiming to show that their advancements go beyond mere hype and deliver tangible value.
In addition to unveiling new products and devices, Nvidia CEO Jensen Huang's keynote speech is poised to be a major highlight, capturing the attention of audiences and setting the tone for the event. Widely regarded as one of the tech industry's most influential figures, Huang is expected to share his vision for Nvidia's advancements in AI computing and unveil new graphics processing units (GPUs) based on the cutting-edge Blackwell architecture.
Industry watchers are closely anticipating Huang's remarks on the AI chip supply chain, which could offer valuable insights into the future of major memory chip suppliers, including SK hynix and Samsung Electronics.
An artist's impression of SK Telecom's booth at CES 2025 / Courtesy of SK Telecom
Against this backdrop, attention is growing around a potential meeting between Huang and SK Group Chairman Chey Tae-won. According to the group, preparations are underway for Chey’s visit to CES 2025, although his attendance remains uncertain due to the ongoing political turmoil in Korea.
Chey has emphasized the significance of the so-called trilateral alliance between Nvidia, SK hynix, and TSMC in the development of Nvidia’s AI accelerators. This partnership is seen as a key factor in advancing the capabilities of AI technologies.
During SK Group's AI conference on Nov. 4, Chey revealed that Nvidia CEO Jensen Huang has been consistently requesting more high-bandwidth memory (HBM) chips whenever a new GPU is released. He mentioned that Huang specifically asked SK hynix to expedite the delivery schedule, particularly moving up the supply timeline for the upcoming HBM4 chips by six months.
During the conference, Huang also sent a video message, highlighting the significant role of HBM memories in enabling Nvidia's breakthroughs. He said, "The work that we did with HBM memories has really made it possible for us to achieve what appears to be super Moore's law." Moore’s law refers to a theory that the number of transistors on a computer chip roughly doubles every two years.
To showcase its advancements in high-bandwidth memory (HBM) technology, SK hynix will set up an exhibition at CES 2025, highlighting its latest memory chips, including the HBM3e. This new generation of memory chips is already being supplied to Nvidia for its cutting-edge AI processors.
Seen above is NVIDIA CEO Jensen Huang's signature on Samsung Electronics' HBM3E 12H chip at a Samsung Electronics booth at the GTC 2024 in San Jose, Calif. This photo was posted on the social media account of Han Jin-man, then-executive vice president of Samsung Electronics Device Solutions America. Captured from Han's social media
On the other hand, Samsung Electronics is seeking to use CES 2025 as a chance to expand its HBM client base.
While SK hynix has been capitalizing on its strong supply chain relationship with Nvidia, Samsung Electronics, the world’s biggest memory chipmaker, has been struggling to provide its HBM to Nvidia. During a third-quarter earnings call in October, Samsung stated plans to expand its HBM3e chip offerings to major clients, including Nvidia. However, reports suggest that progress in meeting these expectations has been delayed.
Against this backdrop, Samsung appears to be focusing on engaging with its partner companies in private zones during CES 2025. While Samsung's Device Solutions division set up an independent booth at CES 2024 to showcase its latest memory chip technologies, it will not establish a booth at this year's event.
Samsung Electronics' Bespoke refrigerator, washers and oven which will be unveiled at CES 2025 / Courtesy of Samsung Electronics
AI applications
Aside from AI chips, Korean firms are planning to highlight their exhibitions with practical applications of AI in real-world services.
Under the theme of “AI for All,” Samsung Electronics will showcase its AI-powered home solution, which enables remote monitoring and control of all home appliances. CEO and Vice Chairman Han Jong-hee is set to elaborate on the company’s vision for AI in the home during a press conference on Jan. 6, one day before the official opening of CES 2025.
A promotional image of LG Electronics' Signature brand home appliances which will be revealed at CES 2025 / Courtesy of LG Electronics
LG Electronics will showcase its AI-powered in-cabin sensing technology, along with a range of new home appliances embedded with AI functions, to highlight real-world user experiences. CEO Cho Joo-wan will also hold a press conference on Jan. 6 to share the company’s vision on how AI can transform users’ daily lives.
SK Group will highlight its subsidiaries' contributions to the AI value chain, spanning from chips to datacenters. SK hynix will showcase its latest HBM chips, while Rebellions will introduce its neural processing unit-based AI accelerators. SK Telecom plans to exhibit its datacenter solutions and AI agents.
An artist's impression on Hyundai Mobis' booth at CES 2025 / Courtesy of Hyundai Mobis
Among Hyundai Motor Group companies, Hyundai Mobis will be the only unit participating in CES 2025. The auto parts maker will highlight its latest innovations, including a holographic display that projects various information onto vehicles' windshields and a brainwave-based monitoring system designed to assess the driver's condition.
Along with the conglomerates, approximately 800 Korean companies will participate in CES 2025. The Ministry of Small- and Medium-sized Enterprises (SMEs) and Startups will set up a Korea booth showcasing 127 domestic startups.
Korea’s startups and SMEs are also gaining traction on the global stage, winning innovation awards from CES’ organizer, the Consumer Technology Association (CTA). As of Dec. 30, CTA awarded 363 innovation awards for CES 2025, with 124 out of 162 Korean firms receiving recognition in the SME category.