Nobody observing the 2024 Consumer Electronics Show would be surprised to discover the predominant focus on AI this week. However, the more significant concern lies in where businesses choose to invest post-Las Vegas.
While the discussions at CES 2024 encompass a wide array of AI-related topics, including marketing, social media, and entertainment, the spotlight remains on the strategic decisions made beyond the event. Noteworthy sessions during the media preview feature discussions on “Virtual Humans: Hollywood CGI to Generative AI Video & Chatbots” and “Monetizing Immersive Hollywood = Real-time AI + Advertising + Metaverse,” setting the stage for the official commencement of Les the following day.
In addition to industry experts and innovators, CES 2024 will host speakers from various sectors of the U.S. government, engaging in dialogues about AI policy. The lineup includes U.S. Senators Ben Ray Lujan, Jacky Rosen, and Cynthia Lummis participating in a bipartisan panel on emerging digital coverage, alongside representatives from the Federal Trade Commission, the United States Department of Commerce, the National Security Council, and the U.S. Treasury Department.
Amidst the fervor surrounding AI in discussions and product launches, the pressure to incorporate AI technologies is palpable. Dipanjan Chatterjee, an analyst at Forrester, notes that despite lingering uncertainties among business executives and consumers regarding AI understanding, the dialogue persists unabated.
Chatterjee emphasizes the necessity of integrating AI into business operations, likening the absence of AI implementation to a missed opportunity rather than a punishable offense. The evolving landscape of AI adoption is categorized into four distinct “flavors,” ranging from AI-enablers to businesses leveraging AI for enhanced functionality, while underscoring the importance of ethical considerations amidst the AI enthusiasm.
As industry giants like Walmart and Intel gear up for significant presentations at Les 2024, notable absentees like Microsoft and Meta signal a shift towards strategic client engagements over traditional exhibition approaches. While some prominent AI startups opt out of CES appearances, established players like Google, Amazon, Adobe, and Shutterstock are poised to showcase their advancements in AI technology.
PwC, among the consultancies actively engaging clients at CES, underscores the importance of AI governance, risk management, and maximizing returns on AI investments in the evolving landscape of AI management. As businesses navigate the complexities of AI integration and regulatory compliance, discussions at CES will likely delve into the practical aspects of implementing AI technologies effectively.
With a focus on AI tools and optimization strategies, marketers are channeling their ad dollars towards text-based and image-based AI tools, as indicated by industry reports. The evolving trust dynamics around AI decision-making processes highlight the delicate balance between human intervention and AI-driven campaigns, posing critical considerations for marketers navigating the AI landscape.
The convergence of celebrity influence, social media, and consumer behavior takes center stage at CES 2024, with agencies like Omnicom exploring the expanding role of influencers across platforms. Insights from longitudinal studies shed light on the evolving dynamics of influencer marketing, particularly among younger demographics, underscoring the growing influence of celebrities and designers in shaping consumer preferences.
As CES attendees navigate the evolving media landscape and emerging technologies, the discussions around diverse-owned media, cookie decline, and alternative IDs reflect the industry’s quest for effective marketing solutions. Industry veterans offer practical advice for maximizing the CES experience, emphasizing cost-effective strategies and leveraging technology to enhance engagement and hydration amidst the bustling event environment.
