[CES 2024] SK Group envisions net-zero utopia at CES 2024

SK Group reveals a net-zero vision of the future at CES 2024 with the SK Wonderland booth, showcasing carbon reduction, AI tech and hydrogen-powered innovations.

Staff at SK introduce an AI fortune teller powered by SK hynix's HBM3E chip. [SK GROUP]

LAS VEGAS — SK Group's Disneyland-inspired booth at CES 2024 visualizes a future net-zero society.

"In the previous two years of our participation in CES, we focused on persuading the visitors on why we should achieve net-zero," said Kim Dong-hyun, vice president of SK USA to the Korean press in Las Vegas on Sunday, before the show's official opening on Tuesday.

"This year's booth is like an ending to that story, showing how 'happy' we will be when a sustainable society is achieved."

Dubbed SK Wonderland, the booth is a joint work from seven SK companies — SK Inc., SK Innovation, SK Telecom, SK E&S, SK Ecoplant, SK hynix and SKC — touting their latest technology in carbon reduction and AI.

One of the sections has an AI-powered fortune teller that is deployed with SK hynix's latest HBM3E (high-bandwidth memory) chips. Another part has SK E&C's hydrogen-powered train ride.

Kim Dong-hyun, left, vice president of SK USA, talks to the Korean press on Sunday at a hotel in Las Vegas prior to the official opening of CES 2024 on Tuesday. [SK GROUP]

"Disneyland is much loved because it is where a story becomes a reality," Kim said.

"We tried to realize a booth that triggers emotions similar to what one feels when a story in one's dream unrolls before your eyes in reality."

SK's CES participation is part of the company's commitment to the U.S. market.

"SK's commitment to the United States goes well beyond AI and battery but also covers hydrogen, renewable energy and more," Kim said.

"This is my fifth year and we now get more inbound requests from financial investors asking us to have meetings with them compared to our first year."

When asked about SK's stance on the upcoming U.S. presidential election which are expected to have a significant impact on SK's U.S. business as it is directly related to U.S.' subsidy plans, Kim said "the company is drafting scenarios based on the policy changes the election will bring."

SK also set up a separate booth dubbed SK ICT Family Demo Room where SK Telecom and SK hynix showcase their latest AI-related technology.

BY JIN EUN-SOO [jin.eunsoo@joongang.co.kr]