The Consumer Electronics Show (CES) in Las Vegas continually sets innovation trends, presenting the products and experiences shaping the year ahead. CES 2025 set the scene for a future that’s fueled by artificial intelligence (AI), where automation, autonomy and reinvention are challenging and redefining old norms.
Here’s the standout trends, insights and observations from our team of experts who attended the show.
AI was everywhere all at once
Businesses – both legacy players and disruptors – showed how AI is moving from abstract capabilities and concepts to real-world, market-ready products and services.
Wearing his signature black leather jacket, Nvidia CEO, Jensen Huang, gave a keynote that set the tone for "Physical AI," powered by the company’s new generative world foundation models (WFM), Cosmos. Huang then unveiled Project DIGITS, a $3,000 home ‘supercomputer’ designed for developers and AI enthusiasts, and announced the upcoming Blackwell chip: a game-changing innovation enabling advanced AI models to run on desktop computers, eliminating the need for costly cloud infrastructure. And it’s ready for mass adoption. Alongside this, Nvidia is partnering with Toyota to co-develop the next generation of self-driving cars, equipped with in-vehicle AI.
Nvidia is clearly pushing boundaries across robotics, personal computing, digital twins and mobility innovation with a clear statement that AI is more than a business enabler and Nvidia is no longer just a chip maker, it can be an integral part of the consumer experience, shifting its role from upstream supply chain technology to downstream, consumer-facing innovation.
A smart and connected ecosystem
An explosion of smart devices and solutions across industries, with intelligence, connectivity and personalization built in, were omnipresent at CES, spotlighting how AI is now emerging as the linchpin of consumer experiences.
Automotive innovation
Sony-Honda’s Afeela 1 and Honda’s 0 Series EVs both debuted integrated AI agents that enhance personalization and automate decision-making to create an intimate and tailored driving experience. These innovations show how the line is blurring between cars being modes of transport and digital companions, and with a $89,900 price tag for the Afeela 1, automotive OEMs show that consumers are increasingly willing to pay a premium for advanced digital features.
China’s XPeng took mobility innovation to a new height (physically) with its flying car Aero HT. Described by the OEM as a " Land Aircraft Carrier”, this modular system features a detachable eVTOL (electric vehicle takeoff and landing) aircraft housed in a six-wheel electric vehicle - the ‘mothership’. The air module can take off and land autonomously and reconnects seamlessly to the ground vehicle for continued travel, making flying accessible (depending on regional airspace regulations). While Aero HT is primarily marketed to futuristic buyers and adventurers, it signals a brave step towards a connected air-and-land mobility solution for consumer use.
Wellness and smart health solutions
AI-powered preventive health devices will also make their way into our homes, elevating personal wellness. Innovations, from brands like Withings and Eli Health, are signaling a growing trend towards advanced health monitoring capabilities becoming more accessible and mainstream. Withings’ Smart Mirror is a full-length mirror offering a comprehensive health scan from the comfort of your home; and Eli Health’s Hormometer is a saliva-based, at-home hormone testing kit that delivers real-time results in just 20 minutes.
Like any innovation and product adoption cycle, these brands are pushing their at home solutions as a mass market product, as they aim to set new standards and behaviors around how consumers manage their health and interact with healthcare professionals.
Our defining takeaway is that AI is no longer just a feature tacked onto existing solutions – it is now at the core of consumer products that are designed to redefine how we live. CES 2025 demonstrated that the future is not only smart but increasingly personal, integrated and consumer-driven.
Let’s hear from our expert team:
Andrew's top trends
- China’s value rise: By mass producing innovative mobility and home solutions at a lower cost, China continues to move up the value curve, both competing with Western brands and moving away from its manufacturing-focused GDP. As geopolitical tensions continue, brands from both East and West need to have clear strategies on how to stay relevant and competitive.
- Vertical integration continues to be a critical competitive advantage. With increasing adoption of SDVs and innovations, OEMs need to build digital capabilities and shorten innovation cycles to adapt, react and manage market and consumer needs fast.
- Vehicles as a digital device: integration is no longer enough – the speed of innovation is already moving into in-vehicle capabilities. For example, BMW is implementing an LLM-powered digital assistant into its vehicle to elevate the overall in-car experience and connectivity. We’re not predicting vehicles as digital devices, they are already here. The question mark is whether consumers are willing to pay for it.
Oleg's top trends:
- AI is moving to the edge of digital devices: this is a game changer because consumers today are inseparable from their phones and other portable and home devices. Once this technology becomes a daily companion we will see an acceleration of the adoption curve, and from a B2B perspective, a much faster innovation cycle. This also means that companies without strong digital capabilities will become obsolete.
- AI agents accelerating automation, independence and isolation: AI agents are becoming essential in personal and professional settings. These agents can streamline tasks, provide instant assistance, and even act as digital companions. However, this shift may redefine social interaction. Why ask a colleague when you can ask your AI?
- Evolution of digital twins and physical AI: Robovac now has arms that can pick up trash, which is another signal of bringing intelligence into our homes, replacing the role of humans. This year, we can expect deeper integration of AI into physical products that redefine everyday routines.
Sergii’s top trends
- Nvidia's DIGITS project: a desktop supercomputer designed for developers to run large AI models without cloud infrastructure is a significant innovation from Nvidia. It means AI can be applied to personal use and we’re already seeing that in vehicle innovations. I anticipate an acceleration in AI-enhance hardware.
- AI’s wide adoption also means increased use of electricity and computing power. Local AI can help, but we’re also seeing more companies showcasing energy-efficient technologies and green computing solutions. Brands that balance environmental considerations and technology integrations will be more appealing to consumers.
- AI-powered robots are equipped with advanced generative AI models and are no longer limited to pre-programmed tasks. They can learn, adapt and perform complex functions in real-time, both inside our home and in manufacturing. This isn’t new but if AI is going to take on more end-to-end performance, companies need to think about living with AI, rather than just integrating AI.
Scott’s top trends:
- AI development: AI continues to be a strategic focus for agency leaders, and we are already seeing the separation between companies building the future and those stuck talking about it.
- Retail media: Direct-to-consumer (DTC) brands are accelerating investments in retail media. However, the underlying technology for placement, attribution and tracking is still playing catch-up with other ad formats. Marketers struggle to gain a unified view due to fragmentation, but partnerships between agencies, e-commerce platforms and DSPs could help bridge this gap.
- Connected TV and digital inventory expansion: As linear TV continues to be cannibalized by digital streamline platforms, the availability of digital inventory is rapidly growing. These tech-native platforms often provide identity resolution for better targeting, personalization and reporting. They also offer more interactive ad formats to engage with the audience. Ad agencies need to both create different ad formats for CTV and implement better cross-device tracking.
