Unlocking Competitive Advantages: What Marketers Expect at CES 2025

CES has been a pivotal event for the tech industry since 1998, showcasing groundbreaking innovations and providing a platform for marketers to explore new technologies.

Finding Tech Partners to Beat the Competition

With nearly 140,000 attendees and 4,300 exhibitors, CES represents a significant opportunity for marketers. This year, they are focused on identifying new tech innovations that can provide a competitive edge. Devrie DeMarco from MediaLink notes that the timing of CES in January aligns perfectly with annual planning and investment strategies.

Amidst tightening budgets, marketers aim to derive tangible business leads from the event, seeking practical takeaways such as products to test or co-development opportunities.

A Practical Tech Renaissance

Despite some brands like Apple opting for their own showcases, CES continues to impress with its innovations. Jon Judah from Dept hopes for a resurgence of user-centric AI solutions. The integration of AI that enhances consumer experience is anticipated to be a significant trend this year.

Personalization on the Consumer’s Terms

Personalization is reaching a new peak, according to BCG’s Mark Abraham. As generative AI capabilities improve, companies are exploring ways to push relevant content to consumers rather than overwhelming them with options. This year’s CES may highlight virtual assistants that empower consumers to customize their experiences.

As agentic AI evolves, its potential impact on traditionally slow industries like financial services and healthcare is becoming apparent. Mark Abraham emphasizes the discussions around how personalization can enhance wellness and longevity through technology at CES.