CES 2025 Recap: A View from the Floor

By Jack Morton

CES is the premier global stage for unveiling cutting-edge technology and transformative experiences. And our team was front and center. Here's our take on what was hot, the implications and how brands can distinguish themselves.

AI Takes Center Stage as Brands Race for Relevance

CES 2025 was dominated by AI, with brands striving to define its value within their ecosystems. It's no longer about the biggest screen or smartest device-it's about convincing consumers that your brand can deliver personalized, interconnected solutions. Partnerships like Samsung + Instacart show how brands leverage collaboration to innovate faster. As AI enables hyper-personalization, the race to win consumer loyalty is more competitive than ever.

Vince Belizario, SVP, Global Group Account Director

Elevating Partnerships Through Shared Experience

CES is a front-row seat to endless possibilities-and a hub for collaboration. Walking the halls with a brand creates shared experiences that inspire innovation, strengthen partnerships, and uncover new opportunities. It's an environment that sparks ideas, sets bold objectives, and raises the bar for how brands achieve success together.

Jacqui Hamilton, VP, Senior Account Director

Keynotes Reign Supreme

Keynotes continue to be a driving forceat CES, with massive lines for entry and strict ticketing systems allowing entry into heavy hitters like NVIDIA and Delta. The willingness to wait in line for hours to be a part of these groundbreaking moments, seemingly an average analog experience at the world's biggest tech conference, kept the audience waiting in anticipation. There is a real opportunity for queuing to be more aptly designed and become more experiential as CES continues to grow its footprint across the entirety of the Las Vegas Stripand command attention for its most attended moments.

Kali Heitholt, Group Creative Director

Sustainability: Promises, Progress, and Missed Opportunities

For the first time, CES highlighted sustainability, but the results were mixed. Brands like Panasonic and LG took meaningful steps, yet many exhibits failed to align their messaging with execution. Transparency was lacking, especially regarding AI's environmental impact.With climate urgency at an all-time high, sustainability must move from a marketing message to a measurable commitment, encompassing materials, logistics, and long-term design.

Julien Le Bas, SVP, Global Head of Sustainability and Executive Creative Director

Health Tech: Everywhere and Making an Impact

Health tech was a standout this year, clearly turning a corner in innovation. Real-time health tracking is reshaping personal care, with wearables and bioscanners putting unprecedented control in consumers' hands. These tools go beyond basic diagnostics, offering holistic solutions for digestion, reproductive health, cardiac care, and more-enabling people to make informed decisions and take charge of their well-being without relying solely on medical professionals. The buzz around these innovations generated significant interest and crowds, but as the excitement grows, brands must use this time with captive audiences effectively. Whether it's simplifying the experience or delivering premium value, the key to making an impact lies in meeting consumers where they are-without overcomplicating the journey.

Hillary Lytle, Business Development Director

Innovation Meets Accountability: AI, Sustainability, and the Future of Experiences

This year highlighted AI's shift from theory to impactful applications, emerging as a driving force across industries. Automotive brands were omnipresent, and BMW's new operating system redefined in-car experiences. Advancements like multi-screen and transparent displays pushed immersive storytelling to new heights. Sustainability, while prominent, revealed a critical insight: progress requires more than ambition-it demands measurable actions and transparent accountability. The future belongs to those who balance bold innovation with real-world impact.

Jens Mayer, SVP, Managing Director, Germany

Innovations Everywhere, But Success Is in the Details

Exploring the halls of CES is like a strange shopping experience. You don't know what you're looking for, but there are interesting and novel things around every corner. It's a playground for innovation, showcasing groundbreaking ideas alongside iterative improvements. From body scanners to robotic pool cleaners, similar concepts abound, but success hinges on execution. CES highlights that true innovation isn't just about technology-it's about delivering unique, compelling experiences that stand out in a crowded field.

Tom Michael, EVP, Managing Director, West Coast

Extraordinary Experiences Reset Expectations

This year proved that even in a city (Las Vegas) known for spectacle, the bar for extraordinary experiences keeps rising. Delta's keynote at the Sphere redefined immersive storytelling, reminding us that exceptional experiences aren't just about tech-they're about resetting what's possible in how we connect with audiences.

Joe Panepinto, PhD., SVP, Executive Strategy Director and Global Head of Engagement