Desert Debrief: What Got the Industry Excited at CES 2024?
Another Consumer Electronics Show (CES) has come and gone, another circus of tech, innovation and shiny lights in Bling City, Nevada. Year after year, we see electronics giants dangle glitzy baubles like bendy TVs and, err, smart fridges. The keynotes and show floor chatter send out signals for the tech trends and conversations that will shape the year ahead. But now that the hype and buzz have subsided, what do attendees think will last and have a genuine impact, and what do they think will turn out to be mere distraction?
We caught up with some high profile visitors from across the advertising industry to find out about their highlights and reflections from this year’s show.
David Sable, vice chair, Stagwell
Any of my colleagues and clients know that I am obsessed with the need for use cases. More company money than imaginable has been wasted across industries chasing after hype cycles. Despite bold claims such as a universal shift to the metaverse next year, bitcoin replacing all currencies within two years, blockchain's un-hackable nature, and global drone delivery domination, it's crucial to acknowledge that while some merit exists, it often falls short of justifying exorbitant consultant fees. Where does that leave CEOs?
The key is contrarian thinking. If everyone is pointing to X product as the next big thing, look instead for the Y product that no one is thinking about. I remember when VCRs first debuted on the floor; no one expected them to become the dominant medium for at-home entertainment at the time. What is your VCR? I do want to be unequivocal: AI is undeniably the real deal, offering substantial, practical benefits that transcend mere buzz. It will be the enabler of many of the trends like immersive technologies which have fizzled in the past.
Marie Stafford, global director, VML Intelligence
“AI for All.” Samsung’s message for CES 2024 summed up a new era of AI ubiquity. As AI luminary Andrew Ng said at a fireside chat, this is a general-purpose technology, so it’s going to underpin almost everything from here on. There was a flurry of excitement over where it might go next too: the Rabbit R1, a personal AI gadget that can complete tasks by managing your apps, sold out three batches of pre-orders over the week. Generative AI also brought new life to familiar concepts, as companion robots with upgraded conversational capability roamed the halls making friends.
Although the company had no presence at CES, Apple’s launch announcement for the Vision Pro headset garnered headlines. The proliferation of mixed reality glasses and headsets on show, not to mention haptic gloves suggested that many see promise in this space. Tom Emrich of Niantic called it “a massive opportunity” for developers, brands and retailers alike.
Perhaps the most inspiring theme at this year’s show centred on the potential for AI and other technologies to help solve the complex challenges facing humanity. Hyundai unveiled an ambitious vision of hydrogen-powered mobility, including two technologies for converting waste and plastic to fuel. Innovative concepts for everything from food security, threats to the environment, access to health and even to technology itself injected a dose of optimism to kick off the year.
Wesley ter Haar, co-founder, Media.Monks
AI was everywhere. There wasn’t a marketer at CES who hadn’t seen a compelling AI demo. But we’re in a moment when marketers have to show the receipts, as the commercial model of the advertising industry is going through a paradigm shift, moving from hours to outputs. All the conversations we had reflected that sea change, and that’s why our newly released AI solution Monks.Flow really resonated –because it gives marketers a clear line of sight to unlock the promise of efficiency and effectiveness at the enterprise level. My biggest takeaway is that we’re ready for marketing-led business transformation, and AI is the unlock for that. In 2024, human and machine will come together for massive productivity and efficiency gains.
Josh Campo, CEO, Razorfish
Smart technology showcased its many benefits – and a data discussion to come.
Smart technology was everywhere at this year’s event, particularly for in-home devices. There’s plenty of potential for greater personalisation, but capitalising on smart device data also raises privacy questions. As beneficial as the tech can be for things like environmental sustainability (for example, running a dishwasher or washing machine at certain times of day to optimise energy use) the conversation around how much data consumers are willing to share in a space as personal and private as their homes is a topic I expect to be at the forefront as adoption grows.
Jennifer Olliges, SVP, managing director & commerce lead, Momentum Worldwide
Las Vegas was THE place to be last week as everyone was talking shop with buzzwords like adaptive, AR/VR, commerce, data, frictionless, health and wellness, influencers, innovation, social, sustainability and of course, the big one was artificial intelligence. Between the showroom floors and speaker sessions, everyone was displaying how they elevate themselves AND stand out in an overwhelming environment. Elevating experiences really stood out as the main theme. But what does elevating experiences really mean? Shoppers are looking for brands that get them, make themselves better and ultimately, they choose said brand because they provide an experience worth engaging in. Brands and retailers will be levelling up their shopper experiences. And while e-commerce is critical, we can’t forget about brick and mortar. The retail physical footprint will become more important than ever! Shoppers still want to touch and feel products while still desiring instant gratification so retailers must meet the need in unique, engaging ways. Think taking the drive up, click and collect, etc to the next level… how do I not only meet their convenience needs but also create an experience that drives loyalty? 2024 will be a year where we see the resurgence of physical stores but in a whole new light…giving shoppers an experience like no other.
Ariana Stolarz, global chief strategy officer, marketing, Accenture Song
CES 2024 displayed quite magical use cases of AI, cementing solid foundations for a new era leading to augmented humanness. And, like every year, flying objects, robots, and how-are-those-even-possible inventions were spotted everywhere in Vegas.
Yet, ask anyone who attended the show to share the first example that comes to mind; you’ll get lots of: “Have you seen the transparent TV?” Year over year, TVs take centre stage at CES –a device that saw the public light in the ‘20s has gone through ongoing, nonstop reinvention. This rectangular-shaped box, capable of transmitting and reproducing visual images and sound, is getting better and better. From simple yet transformational advancements in the viewer experience, like glare-free displays that no longer require you to install window blackouts, to more radical changes, such as transparent TVs, supersized, folding, and wireless, TV innovation keeps generating jaw-dropping reactions.
Perhaps it is just that TVs are simple to understand and talk about. We can imagine them in our living rooms. A transparent TV is easy to remember, fun to brag about, and somehow accessible for many. We welcome and are not afraid of that which we understand. With so much complexity dominating the world of tech, the appeal of the deeply simple is just delightful.
Mike Creighton, executive director, innovation, Instrument
In 2023, AI's surge captured global attention. At CES 2024, I aimed to explore its evolving role in business and consumer tech. Amidst the buzz, AI emerged as both an overused tag and a genuine disruptor across industries.
Key themes resonated:
- AI's Ubiquity and Ambiguity: On the CES floor, 'AI-powered' was everywhere but often lacked depth. It's crucial to recognise AI's already-embedded role in devices we use daily and consider how this term, if spotlighted and overused, risks misdirecting consumer focus on data usage and purpose.
- Data's Central Role: Leaders focused on data's significance in AI's evolution. The future of effective and trustworthy AI hinges on data integrity, quality, and curation. New unlocks will come from generative AI's ability to bring insights and value from unstructured data in ways not possible before.
- Generative AI's Promise: The fascination with generative AI remains high, particularly in personalisation and efficiency. Personalised experiences and operational enhancements are key focal points, demonstrating that we are just beginning to unveil generative AI's potential in consumer and business realms. AI's pervasiveness in our lives is growing. As we delve deeper into generative AI, we stand on the brink of groundbreaking innovations for consumer products, services, and businesses.
Whitney Fishman, EVP, head of innovation, iProspect US
Coming out of CES 2024, we expect to see the following trends impact consumer behaviours this year, all of which support the overarching theme that decision-making and power are going back into the proverbial and physical hands of the people. With the ability to create their own pathways, technologies and platforms, they have more decision-making power than ever.
Key Themes:
- Empowering people with practical AI: This is the year for practical, actionable AI; finding tangible, logical use cases for applications that can help brands, retailers, and marketers deploy AI in ways that provide consumers with valuable experiences.
- Interactive driven communication: We will see interactivity built into how brands bring their stories to life, be it in-store, in-app, and everywhere in between. Whether it's presented through digital platforms, physical spaces, or potentially both, consumers are seeking meaning through stories that offer interactive-driven engagement.
- Devices that engage and adapt: As software evolves from being smart to intelligent, we anticipate consumers not only physically engaging more with their devices but also integrating various personal data sources to streamline information sharing and enhance utility. We will continue to see it evolve into the wearables space, unlocking opportunities to drive convergence between consumers and the technology they rely on. Critically, smartphones will become the key device to unlocking experiences and productivity.
Dani Mariano, president, Razorfish
AI stole the show with innovative products and industry-defining dialogue.
Another tentpole event, another spotlight stolen by AI. It was embedded in products across industry categories, delivering new capabilities and efficiencies. But perhaps more important were the conversations happening off the show floor around trust, transparency, and how industries can safely use these tools for good while recognising their risks. From misinformation and deepfake concerns to copyright and content authentication challenges, there are more questions than answers. But weaving through the maze of booths and exhibits, one thing was clear: AI isn’t going anywhere.
Matt Moran, global head of strategy, TBWA\NEXT
- Intimate AI: AI is getting personal. As AI becomes more accessible and normalised, we’re seeing intimate and personal relationships forming between humans and machines. We saw an explosion of new AI-powered innovations that reach further into our lives.
- Spatial: The future of experience is spatial. As the metaverse hype fades, we saw a continued commitment to spatial computing and extended reality, pushing further into new tech and hardware that enables more immersive and three-dimensional experiences.
- Ambient Interfaces: Screens are dead. A desire to restrict our screen time and remove interfaces from our tech diet has led to the growth of ambient interfaces. CES showed us that new interfaces are rising up, allowing brands to own a unique voice, gesture, or mode of engagement.
- Neural Control: The gap between humans and machines is shrinking. This year at CES we saw advancements in brain-computer interfaces and neural control devices. What was once a sci-fi dream is now becoming a reality, creating new ways to interact with our environment and tech.
- Optimised Anatomy: Nothing is off-limits. A desire for control and democratised access has us taking biology into our own hands. At CES we saw an evergrowing category that helps people hack their way to a healthier, smarter, and younger version of themselves.
- Inclusive by Design: Design for one, scale to many. Inclusivity shouldn’t be a checkbox, it’s a form of design thinking, and this year at CES we saw AI as the key ingredient in closing exclusion gaps, whilst expanding access for marginalized communities. A focus on software meant solutions could scale further and faster
Check out our full report here.
Anthony Yell, chief creative officer, Razorfish
Immersive experiences are getting even more realistic in a pivotal year for XR.
One look at the Las Vegas Sphere is enough to inspire a feeling that anything is possible in the world of emerging technology and immersive experiences. At this year’s CES, it was exciting to see the continued development of all the elements that will ultimately enable far more immersive consumer experiences in the near future. The first element being digital optics, and specifically the acceleration in the transition from headsets toward everyday glasses. The benefit is to offer a less invasive, yet more seamless experience through the miniaturisation of the tech. Add to this advances with haptic devices that could attach to just about every part of the body, from vests to gloves, all of which will further improve the sensory immersion for the consumer, creating a more compelling experience. Last, but not least, mix in simulators and things are getting closer to reality every day. Clearly, this immersive reality is being driven by the gaming industry and the billions of gamers looking to step inside of a story/experience. But as we look out at 2024, there is the expectation that this will be a big year in this space, and we may start to see broader adoption of AR, VR and XR by all consumer segments.
Peter Chun, global head of partnerships & growth, VaynerX
AI: As one would expect, AI was a hot topic of conversation throughout the week. There were discussions about AI and its role in media, marketing, and personalized experiences – specifically around generative AI’s role in bringing the cost of creative down, regulations, and an AI-powered holographic technology called Holobox.
Streaming & Retail Media: This was widely talked-about at CES and I believe the conversation around streaming and retail media will continue to be a big topic in 2024. What will lead the conversation is where you stream – not just from the living room or onmobile/tablet devices, but now in headsets with content that will be more personalized. In addition, we will see an increase in personalized experiences and community virtual sharing of products to drive social proof, and shareability. Further, what consumers watch and engage with will be a big input into these personalized experiences when purchasing products.
Creators: If you thought creators peaked last year, get ready for 2024. Their role will evolve and I foresee a few things happening this year:
- Quality versus quantity is a theme to expect – in other words, the quantity of followers is secondary to the optics of the size/scale the creator has because the creator landscape is becoming more specialized.
- The community trust between an audience and creator will create a new wave of creators.
- Creators plus commerce will peak as a means to drive incremental sales by platforms.
Frankie Margotta, Senior Strategist @ TRIPTK
What I remember most from this year's event is technology's increasingly contextual nature. Across every industry, new expectations and capabilities are rapidly reshaping the landscapes of work and leisure. For example, LG showcased how televisions are becoming transparent with the debut of the evolved OLED TV, which not only sets new precedents for entertainment but raises new cross-functional use cases that no longer confine or define that technology in our existing understanding of the medium. As categories and conventions continue to shift, collapse, and reemerge, new rules and realities are continuing to create room for new and existing players to redefine the future—and I think that means a lot of traditional boundaries are going to be redrawn and altogether dissolved.
