CES has always been the place companies bring their future-forward rhetoric; this year, LG is trying to make that future sound less like a slogan and more like an operating model. Rather than centring the pitch on one shiny TV or robot, LG’s North America innovation arm, LG NOVA, is using the startup zone at Eureka Park to stage what looks like a live-in-progress experiment: a cluster of AI-first services that span mental and physical health, energy orchestration, and the small-business toolset that actually moves money. The company’s press push frames the exhibit as a move from “device vendor” to “service builder,” with a string of co-founded ventures and partner startups gathered under one booth to show how AI can quietly power everyday workflows.

The booth itself is being treated as a lab. LG NOVA has booked space in Eureka Park (the Venetian Expo, Hall G) and is arranging the display not as a single hero product but as an interconnected set of demos: remote care and mental-health platforms, software that helps data centers plan and buy power, and generative/automation tools aimed at creators and small teams. That physical clustering matters—CES is noisy and short on attention, so putting complementary startups side-by-side lets LG test which service narratives actually stick when customers see them working together.

If you walk the NOVA booth, you’ll see two themes running through most of the projects: make care more continuous, and make infrastructure more intelligent. On the care side, LG NOVA is rolling out ReliefAI, a mental-health concept that leans on AI to smooth therapist-client workflows and surface clinically relevant insights between sessions. Alongside ReliefAI is Primefocus Health, a modular remote-care platform aimed at letting clinicians monitor patients at home with continuous tracking and real-time engagement—an explicit attempt to move specialist-grade support into places where specialists are scarce. Both projects underline a familiar tension in digital health: the upside of scale and data, and the ethics and safety obligations that come with clinical use. LG is explicit about the intent—these aren’t experiments in vanity metrics but prototypes pitched at closing access gaps in underserved regions.

On the energy and infrastructure side, the thread is less about shaving a few watts than about turning power into a managed, monetizable resource. PADO, one of LG NOVA’s co-founded ventures, bills itself as an AI-driven energy orchestration platform for data centers and large facilities; the promise is real-time analysis, rules-based optimization and the ability to coordinate workloads with distributed energy resources and grid programs. For companies running compute-heavy sites, the potential is clear: increase compute per megawatt, reduce unexpected outages, and even unlock revenue by selling grid services. That pitch matters because data centers are where the economics of AI collide with the practical limits of local grids and energy markets.

Around those anchor projects sit a handful of smaller partners that speak to where LG thinks everyday value will appear. Onsense, for example, focuses on intelligent monitoring to help service teams predict equipment failures and guide repairs—an attempt to cut service costs and speed fixes. Other portfolio startups are explicitly angled at the creator and SMB economy: Roll is an AI video platform that promises multicam, high-production edits using only phones; OnVibe offers social-media marketing guidance that tries to replace an agency for small teams; Stitch AI aims to make LLM outputs align with a company’s own institutional knowledge so leaders get answers that reflect their playbook, not generic web text. That combination—operations, content, and governance—reads like an effort to show AI as a practical productivity layer rather than an attention-grabbing demo.

There’s also a workforce and analytics strand to the program. Revelio Labs and other analytics partners are positioned to give HR leaders more granular views of talent flows and labor markets, while health partners such as VeeOne Health and OneStep are demonstrating how smartphone sensors and remote monitoring can slot into clinical workflows for earlier risk detection and easier follow-up. The connective tissue across these demos is LG NOVA’s collaborative model: it not only funds or sponsors these teams, it often co-founds companies and embeds NOVA staff alongside startup founders to accelerate product-market fit. That makes the booth less like a marketing play and more like a venture studio’s market-research exercise.

What’s striking about LG’s approach is its deliberate shift from gadgetry to services. LG has long been associated with premium displays and household appliances; at CES, the company is explicitly arguing that the next phase of value will live in software layers that make those devices and the systems around them smarter, safer, and more commercially resilient. That message is coherent with the company’s broader CES positioning—“Affectionate Intelligence” and a “Zero Labor Home” narrative that will include robot demos and mobility plays—but NOVA’s footprint in Eureka Park is where LG is testing whether those themes can actually be turned into repeatable businesses.

There are obvious caveats. Health applications raise regulatory and privacy questions that go beyond simple product rollout; energy orchestration runs headlong into market and policy complexities; and small-business tooling risks becoming another set of point solutions in an already crowded market. LG’s bet is that bundling these experiments under a single innovation center will let it learn faster—about which services customers will pay for, which integrations sink or swim, and how to operationalize model governance at scale. If the experiment works, LG isn’t just shipping a new TV or robot at CES; it’s showing how a hardware company might become a services company that profits from the intelligence layered on top of its devices.