(SM Entertainment)

S.M. Entertainment said it will participate in the Consumer Electronics Show 2017 from Thursday to Sunday in Las Vegas. The event is the world’s largest consumer electronics and consumer technology tradeshow.

The entertainment agency said Monday that it will hold an exhibition on the second floor of the Sands Expo under the theme of “Lifestyle with Celebrities.”

At the show, S.M. will announce its “Wyth Prototype Concept,” which combines celebrities under the agency with artificial intelligence. The agency is hoping to collaborate with companies that can go hand in hand with its celebrities and content.

“The future entertainment market will be reshaped, fusing audio devices, music, services and AI together to form one large market,” S.M. CEO Kim Young-min said. “Now is the time to focus on changes in the music ecosystem and lifestyles, which is why S.M. decided to participate in the exhibition as a world leading music entertainment company.”

By Jie Ye-eun (yeeunjie@heraldcorp.com)