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This year’s CES didn’t just showcase the latest tech—
it reframed the conversation. While AI dominated the spotlight, the focus shifted from "what" it can do to "how" it’s shaping our lives, with emotionally-led storytelling and innovations in health, beauty, and wellness tech taking center stage. Brands leaned into connection, impact, and experience. Here’s a look at the key media highlights and trends that shaped CES 2025.


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Mike Garrison

SVP, Brand strategy + Planning

Jordan Leffler

Sr Associate, Brand Strategy + Planning 

Takeaways for CES 2025

AI table stakes

We’re seeing the technology evolve with as it’s increasingly embedded into products and services consumers use on a daily basis. While CES 2024 highlighted the industry’s integration of Large Language Models (LLMs) into devices via voice assistants and automation, this year shifted the focus to cost-optimized, energy-efficient infrastructure to deliver fantastic AI products and services.

Robots across industries

AI continues to be one of the key accelerators for robots. The humanoid robots on display by companies such as Realbotix are introducing the cross-section of AI and robotic technology – they demonstrated humanoid robots that can make eye contact, speak, and make a range of human-like gestures and movements. The robots operate on an open-source platform, meaning they’re compatible with third-party AI, such as ChatGPT.

Future of wearables

This year’s CES placed an increased focus on smart products, with dozens of product updates and demos from large players such as Sony, Meta, Lenovo and more offering a glimpse into the future of wearable technology. These companies often had large booths, showing off their diverse product lines from smartglasses, to smart rings and everything in between.

Media Research Deep Dive

Day One: Transformative Tech and 
Mobility Innovations

I trust that the administration will make the right moves for their own trade negotiations, and what we’ll do is, whatever settles out, we’ll do the best we can to help customers .... like we always do.

Jensen Huang – CEO, NVIDIA

Day 1 featured top hardware manufacturers have drawn attention for the latest innovation of the project. Yesterday, we saw the announcement of Nvidia’s GeForce RTX 50 Series GPUs, a new laptop CPUs from Intel, and a fresh slate of enthusiast processors from AMD.

Additionally, there was an emphasis on the future of auto manufacturing, with Honda revealing a new EV, the 0 SUV, set to begin production in the first half of 2026. Additionally, Uber announced it will use Nvidia’s new generative world model simulation tool, Cosmos, and its cloud-based AI supercomputing platform to support the development of autonomous vehicle technology. BMW meanwhile is updating its in-car user interface, including windshield customizability, in which screens are embedded in the dashboard that reflect up onto a slightly treated portion of the glass. 

Day 1 also featured splashy announcements from hardware providers for the future of work and gaming, with companies such as Dell, ASUS and Lenovo unveiling products with larger, brighter, high performance screens superpowered with AI.

Social

Day 1 of CES 2025 showcased groundbreaking innovations in AI, robotics, and smart tech. NVIDIA led with RTX 50-series GPUs and Cosmos humanoid robots. Lenovo introduced rollable laptops and SteamOS gaming devices, while Hisense and LG highlighted smart home solutions. Toyota revealed EV and rocket plans, and health tech excelled with Withings’ OMNIA mirror. Quirky gadgets like Razer’s gaming chair and MSI’s turntable cooler added flair.

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Source: Brandwatch, January 7th, 2025

CES 2025 - Day one - Social topics

Key drivers

The first day of CES 2025 revolved around transformative innovations in tech, with key themes including NVIDIA’s announcements, RTX advancements, and groundbreaking AI applications. Health technology stood out with a focus on metabolic health and impressive devices like the AI-powered body-scanning mirror. Sustainability and the future of mobility also gained attention with EV and autonomous vehicle discussions.

Day Two: Seamless Integration and Personalized Experiences

Legacy media news has become almost like a fan service to make sure that you’re speaking to a niche audience to make your budget right, and what we want to do is make sure that we provide a great place for that journalistic curiosity to return and to make sure that there is a place for journalists to come thrive and earn a great living.

Linda Yaccarino – CEO, X-Corp

Day 2  highlighted home technology with increased integration within the smart technologies. Most companies are integrating AI directly into applications such as TVs that can interact with chatbots, baby monitors that monitor sleep cycles, pet collars that offer real time tracking and much more. This highlights increased appetite from consumers to capture data about their daily lives.

Automakers continued to capture attention 
focused on in-cabin experiences like AI assistants and holographic displays.

The day also featured several keynotes, including one from the CEO of robotaxi company Waymo, Tekedra Mawakana, in which he announced plans to launch fleets in Atlanta and Austin this year in partnership with Uber. Delta Airlines also featured their CEO, Ed Bastian, highlighting that the next century of travel will be about boosting services that deliver a greater “personalized connection” for travelers.

Social

Day 2 of CES 2025 brought exciting innovation highlights: VLC showcased offline AI-driven subtitle translation, while automakers focused on in-cabin experiences like AI assistants and holographic displays. MSI unveiled powerful laptops with cutting-edge GPUs, and Exeger's solar-powered headphones captivated attendees. Flying cars, groundbreaking health tech, and Lenovo’s rollable OLED laptops rounded out the day. Estonia shone as an Innovation Champion, while startups and sustainable solutions stole the spotlight in Eureka Park. 

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Source: Brandwatch, January 8th, 2025

CES 2025 - Day two - Social topics

Key drivers

Day 2 at CES 2025 brought an exciting mix of cutting-edge innovation and future-focused tech. Key highlights included Nvidia’s advancements in AI and gaming, the reveal of the Nintendo Switch 2, and jaw-dropping demos of holographic displays and health tech. Conversations also touched on sustainability and the seamless integration of next-gen devices into everyday life. From in-car experiences to wearable tech, the day showcased how technology continues to push boundaries and redefine how we live and connect.

Day Three: Wearable Tech and
Immersive Innovations

The future of mobility shouldn’t be limited to just earth ... or just one car company for that matter."

Akio Toyoda – Chairman, Toyota Motor Corporation

Day 3 highlighted the future of wearable technology,  
product demos and announcements, featuring  a smart focus on health-related wearables. Smart rings are highlighted in identifying sleep apnea and offer new healthcare insights.

Additionally, companies like Sony, Lenovo, Meta and others offered demos for their latest AR and XR smart glasses with, and became a focal point of discussion during a panel discussion, in which leaders largely agreed XR headsets will continue to be used more for gaming, many enterprise apps, especially training, and in some educational circles.

Automakers continued to generate buzz, with Sony’s partnership with drawing attention for its announcement that its first model Afeela 1 is almost ready to go to market. Additionally, Qualcomm and AWS highlighted deeper partnership integrations to embed their software to offer cloud-native, software defined vehicles.

Social

Day 3 of CES 2025 showcased groundbreaking innovations, including the Sony-Honda Afeela electric vehicle, blending advanced AI and luxury design, and the futuristic XPeng modular flying car. Wearable tech stole the spotlight, from AI-powered productivity tools to immersive smart glasses. Sustainability also made waves with energy-efficient gadgets like Panasonic’s dynamic wireless chargers.

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Source: Brandwatch, January 9th, 2025

CES 2025 - Day three - Social topics

Key drivers

The Day 3 topics wheel highlights the key areas that captivated audiences. At the Samsung booth, their transparent OLED display—the world's largest—became a showstopper, redefining how we interact with visuals. Nvidia continued to spark discussions around AI and hardware advancements, solidifying its tech leadership. In Central Hall, BioMatrixAI showcased revolutionary wearables that blend technology and wellness, driving innovation forward.

Day Four: Future Forward

CES 2025's innovations indicate an industry increasingly focused on practical AI implementation, novel form factors and enhanced automation capabilities.

Forbes

As the 4-day event began to wind down, media reflected on all of latest innovations across industries, featuring AI robots, smart home tech, and innovative gadgets like stair-navigating vacuums and fast ice cream makers. It highlighted AI karaoke speakers and assistive devices, emphasizing the blend of technology with lifestyle and entertainment.

As media and business leaders look to the future, uncertainty lies in how the incoming presidential administration will impact the consumer sector through public policy.

The leaders of the show were the large players which offered experiences, such as Sony and Samsung, which provided them with an edge in how they are integrating AI and other innovative technology within their products to democratize the technology across daily applications.

Social

Day 4 spotlighted futuristic mobility breakthroughs, from XPeng Motors’ flying car to Intel’s AI-enhanced vehicles. Lenovo showcased a rotating concept monitor, and immersive tech took over with transparent screens by Samsung. The Honda 0 Saloon drew attention with next-gen EV designs. CES continues redefining industries, setting bold visions for the future of transport, AI, and immersive experiences.

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Source: Brandwatch, January 10th, 2025

CES 2025 - Day four - Social topics

Key drivers

Day 4 was all about pushing boundaries in innovation and technology. From humanoid robotics to the debut of Halliday Glasses, the future of smart homes and AI integration took center stage. Industry leaders like NVIDIA and groundbreaking projects such as POY showcased advancements that will define tomorrow’s tech landscape.

That's a wrap!

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