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15 Takes on What CES Meant for the Year Ahead

14/01/2025
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Artificial intelligence unsurprisingly features heavily as leaders from VML, FCB, DDB, Razorfish and more reveal the Las Vegas learnings that impacted them the most, writes 天美棋牌鈥檚 Addison Capper
CES is a candy land for creative technologists, packed with both need-to-know developments that will shape our future and eccentric curios that may bag headlines without making much of a splash in the real world. The trick is to figure out which is which. 

So, we called on adlanders who attended to share with us the trends and tech they reckon will have a bearing on our lives and work this year and beyond. Unsurprisingly, the guiding theme of most of our responses began with the letter A and ended with the letter I. 


Brian Yamada

Chief innovation officer at VML


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.


Chris Nurko

Global director of integrity and innovation at DDB Worldwide


AI and Brand Interaction
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.

Autonomous Vehicles and Smart Cities
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 鈥榣ast mile鈥 of online orders and inventory management more efficient and environmentally sustainable.

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

Reinventing Consumer Goods and Retail
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 鈥榩hygital鈥 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 and Holistic Care
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.


Eli Ferrara

Head of creative innovation at FCB Canada

 
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 鈥 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 鈥榝air鈥 when using generative AI. One of the lawyers made a strong statement that stuck with me: 鈥淔air Use is the lifeblood of generative AI - without fair use, we wouldn鈥檛 be able to even use this technology.鈥 This year, we鈥檒l 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鈥檚 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.


Dani Mariano

President of Razorfish 


AR/VR becomes one step closer to consumers鈥 reach - at this year鈥檚 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鈥檒l 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. 


Dave Meeker

EVP of AI at Monks


CES 2025 spotlighted AI鈥檚 maturing role as an enabler of seamless, meaningful digital experiences rather than a standalone novelty. On that note, the most significant takeaway is the imperative to integrate AI responsibly into digital ecosystems. Successful implementations prioritize utility and natural integration, showcasing how AI is moving beyond content generation to power practical use cases across industries. 2023 was about 鈥渨ow,鈥 2024 was about 鈥渉ow,鈥 and 2025 will be about 鈥渘ow鈥 as we and our partners help brands seize opportunities to innovate meaningfully.

But as brands begin to consider how AI can support audiences across the entire customer journey, data transparency and protection remain paramount. The more consumers engage with AI-enabled tools, the smarter and more effective these tools become鈥攂ut this requires trust. Brands must ensure that data is handled responsibly, with clear communication about how it鈥檚 being used. At Monks, we take this commitment seriously, working to innovate not only in AI-powered content and targeting but also in building secure, transparent systems that empower consumers to maintain control over their data.

But the real measure of success lies in how well AI solutions address real-world problems. The challenge and opportunity for marketers lie in harnessing these tools to build trust, streamline their workflows, and foster truly transformative consumer experiences. Our own AI-centric solution Monks.Flow turned one at CES 2025, and we鈥檙e continuing to expand its capabilities and tailor its functionality to meet the dynamic needs of brands.


Christoph Gruenberger

Head of AI and crafts at Jung von Matt NECKAR


At CES 2025, artificial intelligence didn鈥檛 just take the stage - it owned it. From gaming to advertising, robotics to smart homes, AI is no longer the future; it鈥檚 the now. In a landscape where personalised tech reigns supreme, the message was clear: adapt or get left behind. By 2025, we鈥檙e in full competition mode. The innovations on display weren鈥檛 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鈥檛 just showcase a vehicle; it introduced the Panoramic iDrive, revolutionising the relationship between driver and machine. But CES wasn鈥檛 just a global tech showcase, it was a call to arms. David Sheldon-Hicks, founder of Territory Studio, put it best: 鈥淭he physical world layered with the digital is the next big paradigm movement.鈥 He鈥檚 not wrong. What CES unveiled wasn鈥檛 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鈥檛 just an event, it was a proving ground, a playground, and a battleground rolled into one. It鈥檚 no longer about predicting what鈥檚 next; it鈥檚 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.  


Josh Campo

CEO at Razorfish


AI is moving beyond the buzzword  - at last year鈥檚 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鈥檒l 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.  
 

Susan Vugts

Managing director at SuperHeroes


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.


Stephanie Lanning

SVP business development at Instrument


CES has long showcased the promise of AI鈥攕ometimes fulfilled, often not鈥攁nd this year was no exception. The technologies on display largely fell into two categories: 鈥楢I because we can鈥 and 鈥楢I because we should鈥. The latter stood out, with meaningful innovations addressing critical challenges in health, agriculture, wellbeing, energy, and, most pressingly, the environment. In contrast, the 鈥楢I because we can鈥 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鈥檚 CES is a preview of what鈥檚 ahead, let鈥檚 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.


Stuart Parker

Head of innovation at Collaborate

 
If there鈥檚 one takeaway from CES 2025, it鈥檚 that AI is no longer a feature, it鈥檚 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鈥檛 just staying ahead of the tech curve, it鈥檚 bringing the invisible to life and helping people to understand the complex.
 
One of BMW鈥檚 slogans at this year鈥檚 event, 鈥楾ech has no soul. Or does it?鈥, really resonated with me. AI often feels cold, calculated, and impersonal. But CES showed us that the future of AI isn鈥檛 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鈥檛 just showcasing the technology, it鈥檚 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鈥檛 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.


Ellie Cook

Business development manager at FCB New York

 
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鈥檚 innovations were aimed at proving cars could not only seamlessly integrate with consumer鈥檚 digital ecosystems, but become a central part of it.
 
Honda and Sony unveiled their first joint EV aimed at redefining 鈥楳obility as a Creative Entertainment Space鈥 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.



Tim Stafford

Managing director, Detroit at Imagination


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鈥檚 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鈥檛 just be perks, they鈥檒l be the new standard.

(Special mention to Samsung鈥檚 mind-blowing 3D gaming monitor - once you鈥檝e seen it, flat screens just feel鈥 flat.)


Louisa O鈥機onnor

Managing director at Seen Presents

 
It鈥檚 no surprise that AI was a major theme across CES, dominating most stages and brand activations at the festival. However, brands such as LG were keen to balance the tech innovation with emotion. Drawing on relatable topics such as health and entertainment needs, they discussed the concept of 鈥渁ffectionate intelligence鈥 and how AI-powered innovations can add value by improving day-to-day tasks and, in turn, positively impact everyday life and emotional well-being.

AI robots were also out in full force this year. Interestingly, the less complex robots - from lawn mowers to vacuum cleaners - that help with everyday tasks seemed to reign supreme. Although impressive, Realbotik鈥檚 Aria robot, which is geared at offering more human-based companionship and emotional support, got a 鈥渨ow, what is that鈥 on the floor but then failed to sustain engagement because people still want that authentic human connection.

Striking a balance between tech innovation and human emotion will be a key play for brands this year.

 The other noticeable theme was around human prioritisation. Many discussions or tech trends were focused on placing the human at the centre of the experience and providing them either with a personalised insight ( discussion on AI radio really highlighted this), giving them time back (e.g Instacart鈥檚 AI fridge), expanding their knowledge or improving their health.

I think all of the above speak to one thing for me - the removal of the mundane. Trends this year will be focused on simplifying experiences and eliminating the tedious and repetitive tasks to allow more time for joy and creativity. Brands that create experiences and environments for their consumers centred on that notion will win this year.


Maggie Gross

Head of strategy and brand practice leader at Deloitte Digital


A lot of attendees come to CES to see innovations that will change people鈥檚 lives but I couldn鈥檛 help but also think about how these innovations are going to change the world of marketing. I didn鈥檛 just see the latest consumer electronics in Las Vegas, I saw the way that technology has the power to change culture at large. As a marketer, I was energized and excited about the future of our industry!

The tech I saw could create many more opportunities for brands to intersect with their customers, in personalized and relevant moments. If we鈥檙e honest, we all know that customers鈥 journeys have never been linear. In the future, brands won鈥檛 be held to that 鈥渓owest common denominator鈥 linear journey 鈥 they can instead understand each customer鈥檚 behavior and build a relationship. And I use the word relationship over 鈥渆ngagement鈥 because brands no longer need to buy attention; they can, instead, participate in experiences with their customers. As an example, consider the automobile, a place where customers are now reachable that was not previously a channel. This extremely personal 鈥渢hird space鈥 offers brands a chance to build these relationships and participate in experiences in new ways.

I鈥檒l leave 天美棋牌 readers with one thought: the most impactful marketing doesn鈥檛 live in a vacuum 鈥 it鈥檚 a part of culture. To put a point on this, according to our research, the average consumer is exposed to between 4-10k marketing messages a day and about 70% of them can鈥檛 remember a single thing they saw yesterday. So that leaves marketers with two options 鈥 they can either outspend their competitors to try to own share of voice or they can participate with their customers to own share of experience. The tech I saw at CES makes the second strategy possible.


Alex Fisher

Director, client solutions at Astronomie


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鈥檚 EV charging station screens and Uber鈥檚 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.
 

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