Instead, the company uses the opportunity to trot out new TVs and home appliances. This year also finds Alexa hitting the company’s sets, in addition to Google Assistant. LG announcing all — or, at least, most — of its launches ahead of CES has become something of a time-honored tradition. That’s one way to get noticed. That’s almost certainly going to be CES’s big story on the TV front (actually 8K content perhaps less so). The Z9 OLED appears to be the top of the heap, with a fairly gigantic 88-inch screen size, 8K upscaling and image noise reduction. As noted earlier, 8K TVs are leading the way here.