CES 2024: AI takeover, amusement park-style activations and more
More than 135,000 attendees from 150 countries descended on Las Vegas last week for CES, a record-breaking show whose increased size and scale reflect an optimistic outlook for the industry this year. While much of the hype centered around the ubiquity of AI, cross-category trends emerged that point to a more immersive and intuitive path forward for brands in 2024.
Amusement Park-Style Activations
A playful tone was pervasive at CES this year, with stand out brands turning to theatrical thrills to transport attendees, mirroring recent trends in art and music. More than 60,000 people visited SK Group’s theme park, which showcased clean technologies through an AI-controlled magic carpet ride, hydrogen-powered train, AI fortune teller and more. To showcase retail innovation, Walmart took attendees on a 4D ride that “flew” attendees along a high-tech supply chain. Netflix used haptic feedback and sensory stimuli for its 3 Body Problem immersive experience, and Sony took a similar approach with its Ghostbusters activation that reimagined the future of location-based entertainment.
Elevated Eco-Friendliness
Two-thirds of consumers are seeking eco-friendly brands, and a number of products and spaces reflected the cultural push for more sustainable solutions. In addition to showcasing green technologies, Panasonic took an environmentally friendly approach to booth design, incorporating joints made from high concentration cellulose fiber into its display tables, and minimizing the use of building materials and carpeting. Samsung and others created dedicated spaces to showcase sustainability, while Togg and Kia fused natural and technological elements to create a modern oasis amid the chaos of CES.
Health Hacking
Millennials and Gen Z are combating burnout and seeking greater balance this year, and a variety of innovations addressed the desire to take control of personal health and wellness. Vivoo launched an at-home digital UTI test, while the WithingsBeamO combined a thermometer, electrocardiogram, digital stethoscope, and blood oxygen monitor for at-home health checks. Baracoda unveiled BMind, a smart mirror that uses AI to analyze expressions and adapt to a user’s mood with light therapy, guided meditations and affirmations, while 10minds showcased its motionsleep pillow that combats snoring with AI. There was even health AI for pets, who Millennials are spending on in droves.
AI on Staff
AI was everywhere at CES, and a number of innovations pointed to a future in which consumers could soon move beyond mere AI assistants to have an array of specialized “staff members” at their service. Samsung unveiled Ballie, a robot projector capable of displaying videos, calls, and performing tasks around the house. The brand also added AI to its smart robot vacuum, which can detect stains and differentiate between surfaces. Walmart announced an AI capable of shopping for consumers, while Volkswagen, BMW and Mercedes-Benz touted their integration of AI like ChatGPT to help improve the driving experience.