The evolution of the Consumer Electronics Show (CES) continued as this year’s event saw an increase in audience attendance, and the traditional showroom floor became a microcosm of Artificial Intelligence (AI) innovation and strategic partnerships.
Amidst economic fluctuations and industry disruptions, CES laid the groundwork for what’s to come in 2024. Here are the trends we saw getting the most attention, and the takeaways we feel are pertinent for communications professionals to consider as we advance forward:
Artificial Intelligence and Generative AI continue to take the reins. Companies plunged headfirst into AI across various businesses and industries, emphasizing that its real and expanding role goes beyond the hype. We saw Walmart debut an AI-assisted InHome delivery offering that familiarizes itself with a customer’s purchase patterns for grocery replenishment. Automakers could be saying ‘goodbye’ to user manual booklets. Amazon is bringing its voice-assistant tech to luxury auto brand, BMW, to help drivers become more aware of and solve real-time maintenance issues.
— Comms Takeaway: Navigating this dense, burgeoning market will be challenging. Now is the time for communications professionals to advance their skill sets and become experts at leveraging AI tools for content creation and instituting quality control measures.
Conversations heat up as Google bids farewell to third-party cookies. Advertisers preparing for the demise of third-party cookies might find an alternative in the form of a "doughnut," – a new decentralized tracking concept that will allow consumers to control data permissions for brands in exchange for value. Only time will tell whether or not the term will stick. Keith Soljacich, Executive VP and Head of Innovation at Publicis Media, addressed a panel audience by illustrating the idea closely mirrors the way blockchain technology acts as a conduit for advertisers to engage with consumers and their data.
— Comms Takeaway: Think outside the box when executing planned strategies. How are you tailoring and delivering your messages to intended audiences? Are you thinking creatively enough about the channels you’re choosing to communicate those messages? Now is the time to lean into innovation.
“Viva Las Streamers” as streaming giants regained the spotlight. The rivalry intensified as Netflix, Disney and Amazon were the top streaming services ready to win over buyers and marketers, one year after the introduction of ad-supported tier options. Netflix announced having 23 million monthly active global users, which is a considerable uptick from its 15 million number in November and a positive sign of AVOD growth. Disney pulled all of the stops with their first in-person Tech & Data Showcase focused on shoppable TV, data clean rooms, programmatic and measurement. Amazon used CES as an opportunity to create distance with Freevee and prioritize Prime Video, as the streaming property will activate default ads for subscribers later this month.
— Comms Takeaway: Find ways to harness owned data and pay those insights forward. Help shape the future of the industry and be the first to identify and leverage emerging trends through smart data analysis.
Retailers strike head-on with retail media innovations. Albertsons and Instacart didn’t come to CES to talk about shopping. They came to be seen as adtech companies bringing retail media to the next level. Albertsons Media Collective revealed a collaboration with strategic consulting firm Capgemini, to help automate retail media planning and buying processes for brands featured in its stores. Instacart announced a partnership with Google that will allow the grocery delivery app to use first-party data and run Google Shopping ads to target customers. Instacart will also begin testing ads on their AI-powered Caper Carts in select stores.
— Comms Takeaway: Communication professionals need to acknowledge retailers are becoming adtech entities. It’s no longer about selling product jargon. The real prize for sustained visibility and success is crafting stories of how retail media is creating an immersive, targeted advertising experience for today’s consumer.
Sustainability meets sophisticated manufacturing tech and a newly launched initiative. How could John Deere eclipse last year’s showcase? The agricultural manufacturer’s CES activation was a showstopper this year with its autonomously operated tractor demonstrating how tilling a field can be more economical than ever from a phone app. The Consumer Technology Association also announced the Consumer Technology Circularity Initiative (CTCI) – a voluntary industry initiative to minimize waste, improve recycling practices, and decrease the disposal of consumer electronics. Founding members include Lenovo, LG Electronics, Panasonic, Samsung and Sony Electronics Inc.
— Comms Takeaway: Focus on the long-term strategy. Lip service won’t cut it, and companies can no longer skirt around sustainability practices. Transparency and authenticity are key.
- Geanna Diaz, Account Manager