As I have shared, last year’s CES was all about AI buzz and brand framing; for many, AI was an attention-grabber. Some brands were genuinely about AI, while many tagged AI onto their descriptions.
See https://www.brandinginasia.com/ces-2025-yes-it-was-all-about-ai/
For decades, the Show has been about consumer goods, and it still is, although drones and robotics have captured my attention in recent years. I am curious about what this year holds.
Personally, I am interested in Hyundai.
In particular, the Hyundai Motor Group plans to present its next-generation electric Atlas robot for the first time as a primary example of its AI robotics strategy.
Atlas is a humanoid robot developed by Boston Dynamics Inc., its robotics affiliate.
https://pulse.mk.co.kr/news/english/11504851
Main Shift: From AI Hype to AI Implementation
“Agentic AI” (autonomous systems that act independently) replaces buzzwords with a focus on real productivity gains, not just marketing.
I’ll be looking for fewer flashy announcements and more working products.
Hyundai is blending its hierarchical innovation cultures with Boston Dynamics’ agile US roots to accelerate commercialization in manufacturing.
I plan real-time LinkedIn and X posts at the Hyundai’s Media Day (Jan 5, 1-1:45 PM PST)
And the real CES story may not be Atlas the robot, but whether Hyundai can industrialize Silicon Valley robotics, in Hyundai fashion, may succeed where others stall.
About Don Southerton
Author of Hyundai Way: Hyundai Speed | Founder & CEO, Bridging Culture Worldwide | Global Korean Business Strategist & Media Contributor
Recognized for insights on Hyundai’s corporate culture and Korean business execution, and frequently featured in global outlets including WSJ, BBC, Bloomberg, Forbes, and Branding in Asia. Known informally in the industry as the “Hyundai Whisperer,” he frequently explores how Korean companies like Hyundai evolve from fast followers to innovation leaders.
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Globalization and Trustworthy Management
Each weekend I turn my thought to sharing topics on Korea business. This week it’s my article on Globalization and Trustworthy Management from Korea Herald titled:
‘The Tall Man’ and the Globalization of Hyundai Construction
Hotel Architect Bill Swank opens Chaebol to West through Trustworthy Management
Bill Swank The Tall Man
Bill was the first westerner hired by the Hyundai Group.
The story was written in 2013, but still timely.
Bill passed away in February 2014. It was an honor to know him. Bill was a huge advocate for my work.
http://www.koreaherald.com/view.php?ud=20130729000587
Questions, Comments, Thoughts?
DS