12 Takes on What CES Meant for the Year Ahead

When I'm asked if I saw anything break through at CES, I like to be reminded that CES has had flying cars and robots (and certainly AI everywhere) for a number of years now. Each year we start to see the future coming at us more quickly. Each annual cycle brings an increasingly more rapid evolution as all tech is getting better, faster. A few key callouts that I think will have an impact on us and our audiences:

AI enters the experience era. The gen AI explosion amplified creation and production, but didn't impact the experience layer. CES showcased the more rapid application of AI to simplify and streamline experiences - from conversational AI driving smart glasses interactions, to data visualisations and AI assistants powering the paired applications of smart devices.

Robotics: AI gets its form. AI got its UI (user interface) when ChatGPT launched, and suddenly we had a simple prompt window to interact with AI. At CES, AI certainly got its physical form(s) in a wide range of robots and powering the interface/experience layer to make them more useful. And it's moving well beyond robot lawnmowers, cleaners/vacuums - there were a wide array of robot pets (and even planters/plants) that were designed to make us feel more human and less lonely.

Supercharging accessibility and health. One of my favourite parts of the show is tech designed to improve accessibility and health/wellness. Innovations that are targeting specific diseases in new ways. Or tech and AI-powered solutions that make our world more accessible for people of all abilities. It's a great reminder for marketers to make sure we're not just aiming for the minimum standards and requirements, but can often find new tech to differentiate and delight.

AI is revolutionising the interface between screens, facial recognition, and apps, offering brands new ways to engage consumers. By integrating agentic and generative AI, brands can now deliver hyper-personalised experiences, creating deeper connections and tailoring interactions in real time.

Real-time data integration between vehicles and smart city infrastructure is accelerating progress toward level five autonomy in driving. While vehicles are technologically capable of achieving full autonomy, the necessary legislation and infrastructure are still catching up. Pilot cities worldwide are implementing these advancements, aided by cutting-edge LIDAR technology. Additionally, vehicles are being designed with sustainable manufacturing practices and smart fleet management systems. These developments are transforming B2B delivery by making the critical ‘last mile’ of online orders and inventory management more efficient and environmentally sustainable.

Homes are evolving into fully integrated ecosystems, enabled by smart design and construction that interconnects electrics, plumbing, appliances, décor, and entertainment. Multipurpose functionality is now a standard feature of furnishings and décor through brand partnerships. App-based management of these systems makes homes smarter, more energy-efficient, and environmentally sustainable, delivering both convenience and ecological benefits.

Consumer goods are becoming more advanced, integrating technology across retail innovations, online ordering, subscription services, and home delivery. Lifestyle apps now track diagnostics and manage home inventory, streamlining daily routines. Brands like Instacart, Amazon, and Fetch are leading the charge by partnering to incentivise, reward, and fulfil consumer shopping needs. With highly personalised, data-driven content and engagement, the ‘phygital’ shopping experience is becoming increasingly immersive. To stand out, brands must develop emotionally resonant propositions and deliver relevant content at the perfect moment in the customer journey.

Health tech is advancing through discreet, personalised wearables that connect to remote diagnostics and support. This technology enables predictive, preventative, and proactive health management, integrating solutions for physical, mental, and emotional well-being. The ageing population in developed markets is driving rapid growth in AgeTech, with innovations in robotics, remote care, and nano-tech medicines offering life-changing solutions. Highlighting this trend, AARP sponsored a major showcase at CES, demonstrating how AI and advanced health tech are addressing the unique needs of an ageing demographic.

 

AI as the new UI: Microsoft reps shared its vision of AI as a unifying system to stitch data together across platforms (i.e. between Xbox and Copilot). Other speakers raised a similar vision, where AI is becoming a natural piece of the user interface that pulls from everywhere, rather than a tool that you access in a separate location. From an advertising perspective, this represents a big shift in how we operate internally – you can imagine a copilot on top of all your data, and the power that could unlock.

 

Fair use of AI: There were heated debates on stage where creators and lawyers battled out what constitutes ‘fair’ when using generative AI. One of the lawyers made a strong statement that stuck with me: “Fair Use is the lifeblood of generative AI - without fair use, we wouldn’t be able to even use this technology.” This year, we’ll see a lot of the debate get settled, which will break down some key barriers in adopting AI for certain use cases (internally and for clients) where ownership is currently unclear.

 

AI interpretability: The panel I spoke on went in-depth on AI interpretability, which basically means opening up and understanding the black box behind generative AI. Currently it’s not well-understood why a language model gives you a specific output, which causes all kinds of problems with accuracy, safety, bias, and more. By the end of this year, I think we will have a much better understanding of how an AI thinks and processes information, which will be a gamechanger for the way we use the technology.

AR/VR becomes one step closer to consumers’ reach - at this year’s CES, the conversation around AR/VR matured, with a shift from clunky hardware to more tangible, product-focused developments. After experimenting with some of the tools and glasses on the show floor, there's a growing sense that we're nearing a tipping point where these technologies could become accessible to the average consumer. The hope is that we’ll soon see devices that are lightweight, affordable, and practical - far from the bulky, expensive headsets that have gotten much of the attention (and criticism) so far. When paired with AI, these glasses could also unlock incredible potential, offering consumers a more seamless and immersive experience, while also opening up new possibilities for brand engagement. 

At CES 2025, artificial intelligence didn’t just take the stage - it owned it. From gaming to advertising, robotics to smart homes, AI is no longer the future; it’s the now. In a landscape where personalised tech reigns supreme, the message was clear: adapt or get left behind. By 2025, we’re in full competition mode. The innovations on display weren’t just concepts, they were fully realised. NVIDIA stunned with its AI-driven rendering systems, slashing computational costs while delivering unmatched visuals. Sony teased its AR glasses, blending the real and digital in ways that felt like science fiction turned reality. Samsung showcased its eco-friendly AI-powered smart home systems, a seamless blend of sustainability and innovation. BMW didn’t just showcase a vehicle; it introduced the Panoramic iDrive, revolutionising the relationship between driver and machine. But CES wasn’t just a global tech showcase, it was a call to arms. David Sheldon-Hicks, founder of Territory Studio, put it best: “The physical world layered with the digital is the next big paradigm movement.” He’s not wrong. What CES unveiled wasn’t just gadgets; it was a roadmap for the future - a future where the boundaries between the real and virtual dissolve. For creatives, the stakes have never been higher. CES 2025 wasn’t just an event, it was a proving ground, a playground, and a battleground rolled into one. It’s no longer about predicting what’s next; it’s about building it. The collision of the physical and digital is here, and its impact will redefine how we live, work, and create. Welcome to the age of everything.  

AI is moving beyond the buzzword  - at last year’s CES, we saw an overwhelming number of AI claims and promises, but the question still lingered: were those claims substantial or simply companies trying to power their products with the latest buzzword? Fast forward to CES 2025, and the AI use cases were far more concrete, demonstrating how AI is truly driving product capabilities and enhancing functionality. As the technology continues to mature, and as brands refine their understanding of how to integrate it effectively, I expect we’ll see even greater impact. This will especially be true as our industry continues to find safer ways to overcome some of the lingering ethical hurdles.  

 

As a first-timer at CES, I was pretty overwhelmed by the sheer size of the conference. Hall after hall with stands, brands, and a lot of tech. A couple of my observations:

1. AI was truly everywhere. I was surprised to see it even popped up in more unexpected places such as massage chairs and vacuum cleaners. All products seemed to find a way to embrace AI in one way or another.

2. Screens, screens and more screens. The quality of screens and projections is becoming mind-blowing, from human-looking dancing holograms to flying tropical birds. I think it will be interesting to see how this develops in retail as well as in events. With our experience with CGI content and JIMMY we know we can create thumb-stopping content on social. But I can see it develop into the real world too, where retailers can attract foot traffic by using these types of experiences and attention grabbers in their stores to tell stories and highlight specific products.

CES has long showcased the promise of AI—sometimes fulfilled, often not—and this year was no exception. The technologies on display largely fell into two categories: ‘AI because we can’ and ‘AI because we should’. The latter stood out, with meaningful innovations addressing critical challenges in health, agriculture, wellbeing, energy, and, most pressingly, the environment. In contrast, the ‘AI because we can’ category often felt like a scramble to chase trends, with gimmicks and poor user experiences that could have negative long-term consequences. If this year’s CES is a preview of what’s ahead, let’s hope more companies prioritise intentionality and vision over fleeting trends. By applying thoughtful design thinking and starting with challenges rather than solutions, we can harness AI to shape a better, more sustainable future in the year to come.

 

If there’s one takeaway from CES 2025, it’s that AI is no longer a feature, it’s the foundation. From autonomous vehicles to health tech and even entertainment, AI is woven into everything. For those of us in experiential marketing, the challenge isn’t just staying ahead of the tech curve, it’s bringing the invisible to life and helping people to understand the complex.

 

One of BMW’s slogans at this year’s event, ‘Tech has no soul. Or does it?’, really resonated with me. AI often feels cold, calculated, and impersonal. But CES showed us that the future of AI isn’t just about smarter products, it's about connecting with people on an emotional level. This is a huge opportunity for experiential marketers: how do we make technology feel human?

 

Our job is to take something as intangible as AI and create experiences that resonate emotionally and physically. The trick isn’t just showcasing the technology, it’s finding ways to let people feel the difference it makes. AI that drives a car or personalises a service might sound clinical, but when you create an activation where someone experiences seamless personalisation or ground-breaking convenience, it becomes unforgettable.

 

The most memorable innovations at CES weren’t those that simply boasted advanced capabilities, they were the ones that solved problems or sparked joy in ways that felt personal. As BMW implied, tech only has a soul when we give it one. The winners in this AI revolution will be those who tell stories and build experiences that bring this soul to life.

 

In 2025, those who can balance innovation with humanity will cut through the noise.

 

This year's automotive tech at CES proved it's what's on the inside that counts. Innovative in-vehicle experiences stole the show, using AI to make the driving experience more adaptive, predictive, and intuitive. Everything consumers get from their phones and laptops, they now expect from their car. This year’s innovations were aimed at proving cars could not only seamlessly integrate with consumer’s digital ecosystems, but become a central part of it.

 

Honda and Sony unveiled their first joint EV aimed at redefining ‘Mobility as a Creative Entertainment Space’ with panoramic screens and surround sound built for streaming movies, music, and games. While intelligent voice assistants were everywhere, SoundHound debuted a voice food ordering feature that could be a harbinger of in-car commerce. And Hyundai brought personalisation to life with the first holographic windshield that can customise its display for driver and passenger sides.

There was no shortage of ground-breaking tech at CES 2025, with AI unsurprisingly dominating conversations across the board. From next-gen home innovations to major leaps in TVs and PCs, the show made it clear - AI has moved beyond buzzword status to become a powerful driver of transformation. Nowhere was this shift more evident than in the automotive space.

Honda’s reveal of the futuristic 0 Saloon and 0 SUV prototypes exemplified this evolution. Powered by the new ASIMO OS and a next-gen AI chip, these vehicles go beyond self-driving capabilities, pushing the boundaries of personalisation. AI now adapts entertainment, comfort and navigation to driver preferences, creating a more intuitive, adaptive and immersive in-car experience. Expect a future where personalisation and autonomy won’t just be perks, they’ll be the new standard.

(Special mention to Samsung’s mind-blowing 3D gaming monitor - once you’ve seen it, flat screens just feel… flat.)

A lot of discussion on AI and personalisation: Consumers want personalisation but still have concerns over data privacy. As advertisers we should aim to leverage data to align to consumer needs.

The topic of more ad placements and more intrusive ad placements was common across the days. New formats: Concepts like LG’s EV charging station screens and Uber’s JourneyTV highlight monetisation opportunities but spark debates on necessity. Consumers are almost becoming blind to the ads as they are everywhere. We should aim as an industry to focus on high-quality, engaging, and non-intrusive ad formats to drive the most impact for our clients.

Amazon had a few big announcements: the first was expanding the consumer data look back from one year to five years. This is crucial for our advertisers and clients as they can now further expand on what the consumer journey and touch point looks like for longer purchasing cycles and better understand loyalty. It additionally announced retailer ad services which will allow other e-commerce platforms to leverage the tech that Amazon has built to build their own retail media networks. This will allow advertisers to simplify and streamline the campaign set up and keep it harnessed in one platform.