This year’s Consumer Electronics Show (CES) in Las Vegas saw a surge of interest in artificial intelligence (AI), a technology that dominated the event.
AI was integrated into nearly every product imaginable, from autonomous kitchen appliances and AI-enabled toys to health mirrors, vehicles, and beyond.
True to its name, CES showcased an incredible range of electronics and IT innovations from around the world. Attendees explored everything from personal computers and smart home devices to robotics and mobility solutions, with contributions from both established giants and promising startups.
AI stood out as the central theme of CES 2025, woven deeply into software and hardware across sectors like PCs, home appliances, wearables, and mobility. NVIDIA drew significant attention with its RTX 50 Series graphics and AI-driven computing, underscoring the technology’s role in reshaping industries.
The mobility sector also took center stage, showcasing advancements in autonomous driving, electric vehicles (EVs), and urban air mobility (UAM). Several exhibitors unveiled AI-powered EVs, highlighting the rapid transition from concept to real-world application.
There were a lot of AI-enhanced robots on display, ranging from companion robots to industrial humanoids, which show they’re going places.
LG and Samsung impressed with cutting-edge displays, including record-breaking OLED and Mini LED TVs. LG’s newest technology offers up to 40% higher brightness, showcasing the rapid evolution of display innovation.
NVIDIA solidified its position as a leader in AI with the launch of the GeForce RTX 50 Series, the Cosmos Platform, and the DIGITS AI supercomputer. The company’s innovations highlighted its commitment to defining the future of intelligent computing.
Startups also made a strong impression, presenting groundbreaking ideas in sectors like healthcare, agriculture, and hospitality. Many were recognized with CES Innovation Awards, demonstrating the diversity and creativity that define the event.
Compared to prior years, blockchain and crypto received far less attention. While a few exhibitors showcased NFT or metaverse applications, AI, mobility, and robotics dominated CES 2025, relegating blockchain topics to the background.
It is also astonishing to me that Nintendo previewed its Switch successor on the floor for everyone to see. I’m not saying that’s a bad thing, but it was a disappointing way for everyone to see it after months of speculation. Have you heard that Nintendo sent over a couple of lawyers to speak with the Genki team about the leaks recently? The company will have lawyers ready to shut down anything they believe is damaging to their intellectual property, just as Disney does.
Overheard at CES
There were also a large number of marketers and advertising executives that attended CES. Below are some things that stood out to them during the week:
“New ways of delivering content are crucial, especially in healthcare, where education plays a pivotal role in helping audiences navigate complex topics. Shape Shifting is a serialized content platform that combines medical and cultural expertise to decode the transformative impact of GLP-1 treatments, which won’t just reshape the health industry but will eventually redefine culture itself. This platform exemplifies how brands can editorialize their expertise, using the same storytelling mechanics as top creators to build trust, educate audiences, and spark meaningful conversations in a rapidly changing world. By prioritizing time spent on content—today’s key audience engagement metric—Shape Shifting captures and sustains attention like never before,” said Lars Bengston, Chief Content Officer, Havas Health Network.
“It was not a surprise that CES was about AI everything, everywhere, all of the time. A lot of companies at the show are touting their AI chops, mostly around how to leverage AI to create more personalized experiences for consumers. Surprisingly, this wasn’t really focused on GenAI and the ability to create content of any kind, it was more geared towards how you can leverage AI for data, curation, and experiences. It’s going to be fascinating to see how AI plays a leading role in global creative intelligence, delivery and optimization as brands and publishers look to step up impact and relevance across platforms and screens.” – James Shears, VP, Business Development and Client Partnerships at XR Extreme Reach.
“At CES this year, there’s a bigger focus on how AI is reshaping AdTech, with companies harnessing its power across the entire stack—creative development, campaign planning, execution, and optimization—to achieve transformative results. As we look ahead to 2025, the potential of the next wave of AI-driven innovations to redefine the industry is both exciting and undeniable” – Brian Rifkin, Co-Founder, SVP Strategic Partnerships at JWP Connatix
“At CES, there has been a strong presence from the OOH industry, as we bring together our members to meet with trailblazing brand marketers and agency leaders to explore how OOH can create fresh, impactful connections with consumers in the real world.” – Anna Bager, President and CEO of OAAA
“The big takeaway from CES this year? The use cases for AI are getting stronger, smarter, and more connected with a focus on outcomes: driving business growth and serving customers better.” – Ryan Nelsen, CMO of StackAdapt
“What I’m hearing at CES this year is a shift toward a more nuanced approach to digital advertising. The conversation is moving away from simply chasing scale and is now focusing on quality over quantity. Advertisers are starting to realize that over-saturation and broad targeting can lead to diminishing returns. Instead, the emphasis is on delivering highly relevant, contextual ads that truly engage the audience. I’m excited to see how AI and data-driven insights will help brands fine-tune their messaging, ensuring it’s not just widespread, but meaningful and impactful.” – Jonathan Slavin, Chief Business Officer at Infolinks.
“For me, it’s always about the connection. This is a space to kick off the year, reconnect with people you haven’t seen, and have meaningful conversations about what’s ahead. It’s a moment to set intentions and lay the foundation for the year to come, and can help build an understanding of what people are concerned about or have on the brain. This year, we heard a ton about AI, no surprise there. But the other side of AI is that it is leaving a lot of space and importance space IRL connection. Travel, time with friends. Basically, how can AI be used to improve our connection and relationships,” – Lauren Douglas, Chief Brand Officer at Brand Innovators.
