January 17, 2025

CES 2025: Key Innovations and Implications for Commerce and Consumers

The Consumer Electronics Show (CES) 2025 showcased a breathtaking array of technological innovations that promise to redefine how humans interact with machines, tackle global challenges, and shape the future of consumer experiences. Our team actively participated in this groundbreaking event—speaking on panels, guiding show floor tours, and engaging with clients and partners. Here are the five key observations and their implications for retail, beverages, and food that we brought back from CES 2025.

 

1. Machines as Partners: Empowering Human Potential

CES 2025 underscored the role of technology as a collaborative partner to humanity, stepping in to handle routine tasks, enhance decision-making, and address previously insurmountable problems. A standout trend was the proliferation of exoskeletons designed for diverse applications—from aiding workers in lifting heavier loads to enabling the elderly and infirm to move pain-free. These innovations highlight a future where machines extend human capabilities, improving both efficiency and quality of life.

2. The Rise of Agentic AI: Emotional Intelligence Meets Machines

Generative AI took a backseat this year as “Agentic AI” emerged as the next frontier, demonstrating a profound focus on enabling emotional connections between humans and machines. Robots are no longer merely functional; their designs now reflect a deeper understanding of human emotion. Innovations include robots capable of interpreting human feelings and interfaces that prioritize empathy alongside utility. The evolution of human-machine interaction has never felt so personal.

3.  Screens Everywhere: A New Era of Visual Engagement

Screens dominated the CES 2025 landscape, signaling a transformative shift in retail and out-of-home experiences. Fully transparent displays for storefronts, round screens with zero blind spots, and even portable, battery-powered digital signage were some of the most exciting breakthroughs. These innovations demonstrate the growing ubiquity of video and digital displays, shaping immersive and interactive environments for consumers everywhere.

4. Targeted AI Solutions: Precision Over Generalization

While AI has often been celebrated for its broad capabilities, CES 2025 highlighted its increasing specialization. From smart health diagnostic tools designed to manage specific conditions to AI-powered kitchen appliances that guarantee perfectly cooked meals, the message was clear: targeted AI solutions are here to meet precise consumer needs. This shift represents a significant step toward making AI more approachable, practical, and impactful for everyday life.

5. Tech Tackling Climate Change

Addressing the climate crisis emerged as a critical theme at CES 2025, with innovators showcasing technologies aimed at mitigating environmental challenges. Among the highlights were AI-powered indoor horticulture systems designed for urban areas, advanced disaster shelters, and sensors for flood and pollution abatement. Perhaps most striking was the debut of the world’s first plant-based motor oil, exemplifying how technology can contribute to sustainability on a global scale.

 

RETAIL IMPLICATIONS

1. Video is poised to become preeminent in retail, and commerce overall

2. With curved, shaped and transparent screens, displays will never be in the way again

3. Robotics may provide better CS than humans in the near future

4. AI will quickly become an expectation among consumers – creating two classes of retailers

BEVERAGE IMPLICATIONS

1. Instant hot and cold beverages will eliminate the ambient vs chilled storage challenge for retail and create expectations among consumers

2. We’ll begin to have favorite preparation machines as well as favorite beverage brands

3. With AI now powering drink mixing and preparation, at-home will rival the best on-premise options

FOOD IMPLICATIONS

1. AI is creeping into modern cooking devices, virtually eliminating a poorly cooked meal or dish

2. Smart preparation machines will rival intelligent Crock Pots and do most of the measuring, mixing and cooking for us

3. Food is becoming part of our health goals, and sensors we all wear will now begin to interact and recommend how, when and what we eat

Notable Announcements at CES 2025

Beyond the incredible innovations on display, CES 2025 served as a platform for key announcements that promise to reshape the commerce and advertising landscape:

  • Flywheel & Amazon Extend AMC Data Look Back to Five Years — Flywheel and Amazon revealed a first-to-market agreement enabling brands to analyze up to five years of purchase data within Amazon Marketing Cloud (AMC). This expanded visibility empowers brands to unlock the true customer journey, calculate lifetime value, and optimize media investments more effectively.

 

  • Amazon Ads Launches Retail Ad Services — Amazon introduced a new service allowing retailers to incorporate Amazon’s ad tech into their online stores. This initiative aims to simplify campaign management and address the fragmentation issue across retail media networks while providing brands with new opportunities to scale their reach.

 

  • Omnicom & TikTok Debut Real-Time Search Trends Capability — Omnicom and TikTok launched a tool that analyzes search trends to enhance influencer discovery and paid search outcomes. This innovation capitalizes on the growing influence of social search among younger audiences, enabling brands to optimize their strategies for maximum impact.

 

  • Omnicom & Google Collaborate on AI-Powered Search Solutions — Omnicom Media Group and Google unveiled tools for understanding share of voice in search and generating AI-driven keyword and creative recommendations. These solutions provide brands with actionable insights to refine search strategies and enhance ROI.

 

  • Omnicom & Roku Leverage CTV Search Insights — A new partnership between Omnicom and Roku connects streaming data with Omni’s audience insights, offering advertisers deeper understanding of audience behavior across linear and streaming platforms. This integration facilitates more precise media planning and contextual optimization.
 
Looking Ahead

CES 2025 demonstrated that the intersection of technology and humanity continues to evolve, creating new opportunities for brands, consumers, and the commerce ecosystem. For consumers, these advancements offer greater convenience, accessibility, and sustainability. AI-driven personalization, smarter health and retail solutions, and climate-resilient technologies promise to redefine everyday experiences and expectations.

For brands and retailers, the challenge lies in adapting to rapidly advancing technologies while leveraging them to create meaningful connections and enhance customer value. Innovations like transparent displays, robotics, and precision-targeted AI tools not only enhance functionality but also transform how commerce is executed. The integration of these technologies into everyday retail, food, and beverage interactions signals a future where consumer expectations will continue to rise.

CES 2025 was not just a showcase of cutting-edge technology—it was a blueprint for the future of commerce and consumer experiences. The roadmap is clear: stay agile, invest in innovation, and embrace the transformative potential of technology to remain competitive in an ever-evolving market.