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January 13, 2025

Top Takeaways from CES: A Marketer’s Perspective

Jenny Brenner - Group Director, Digital Strategy + CRM Solutions

Jenny is at the forefront of digital strategy and CRM initiatives. Her pivotal role in creating comprehensive digital experiences and transformative programs is key to enhancing and cultivating enduring customer relationships for brands.

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January 13, 2025

Following an inspiring week at the Consumer Electronics Show (CES), here are the key insights and trends that marketers need to know:

1. AI Evolves from Answers to Actions

Artificial intelligence dominated CES this year, with practical applications showcased across industries. From smart home technologies and healthcare innovations to automotive advancements, AI was being integrated to improve and enhance everyday life.

For consumers, AI is becoming a stronger enabler of productivity as the technology evolves from the well-known prompt-and-response format to an anticipatory, predictive format resulting in proactive action. This shift was at the core of many impactful solutions at the show, and as decreasing friction and increasing convenience of experiences in everyday life scales, consumer expectations from brands to deliver frictionless, relevant experiences is likely to increase.

What This Means for Marketers:

• We’re entering the age of the AI agent, which brings new tools to marketers — to automate tasks, increase the speed to insights, facilitate two-way engagements and uncover new opportunities to improve customer experiences

• The scale of data generated and consumed by this evolution is likely to put an even greater focus on data responsibility, privacy and, initially, value exchange at the point of data capture/provision

• Marketers should focus on removing friction from experiences and providing customer-centric, on-brand solutions that feel human, despite being powered by AI

• The key challenge is to balance piloting new capabilities with authenticity, ensuring every interaction feels personal and meaningful

2. Creator Technology Toolsets Expand

The creator economy continues to thrive, with brands recognizing the value of collaborating with influencers and content creators to connect authentically with niche audiences. At CES, new tools and technologies were unveiled to help creators produce high-quality content, including 360-degree video and 3D product modeling.

Key Takeaways:

• Advanced visual tech tools are becoming more accessible to the everyday consumer, allowing creators to elevate their content and deliver more engaging experiences

• Collaboration between brands and creators could drive different types of engagement from key segments in the near future as toolset expansions provide new capabilities

3. Even More AI-Enabled Hardware

CES included an increase in hardware solutions that leverage data to create frictionless, personalized marketing and shopping experiences, meeting consumers where they are. From AI eyewear and interactive out-of-home activations to sensor-reactive shopping carts, the integration of smart technologies is continuing to reshape how consumers interact with brands.

Trends to Watch:

• Responsive and interactive hardware will become more prevalent in marketing strategies

• As consumers expect seamless experiences, marketers must explore new ways to use data-driven hardware to meet those expectations

• Reliability and connectivity will be essential for operational success

4. Circular Economics

Sustainability was a prominent theme at CES, with reusability, supply chain and greener materials showcased in a number of areas. The rise of return rates in retail is also driving new innovations to help consumers choose the best product from the get go.

Key Considerations:

• Brands should continue to find ways to reduce waste and improve product lifecycle management, while balancing assortment needs from customers

• If marketers can prove into more effective merchandise planning, product recommendation models and sales tactics that optimize on conversion while decreasing return rate, operational efficiency gains and retail waste decreases

The overarching message from CES is clear: AI and data are reshaping the consumer experience in profound ways. Technology is dissolving into everyday life, and marketers must embrace it to continue to focus on creating frictionless, customer-centered experiences in this new, fast-changing environment. At the end of the day, marketing remains a human endeavor — serving human needs, but with the help of advanced tools and technologies new possibilities are becoming a reality.