TODAY IN
MEDIA
TRENDS
THROUGH THE LENS OF CES
JANUARY 5-8, 2023WHAT IS CES?
CES (formerly known as the Consumer Electronics Show), the annual
international technology, electronics, and innovation conference, is
recognized as the most influential tech event in the world, with a legacy
of serving as the place breakthrough technology launches, global
innovators can connect, and plenty of brands set their blueprint for
tech-driven creativity for the year. It’s not just about seeing the latest
TVs coming to market; it’s about gleaning insight into what the future
could look like for how we work, play, travel, and live in the longer term.
The first CES launched in 1967, with 250 exhibitors and 17,500 attendees in
New York City. This year, the conference featured over 1,300 exhibitors -
including manufacturers, developers , and suppliers of consumer
technology hardware, content, technology delivery systems , and more,
covering both traditional and non-traditional technology product categories
ranging from fintech to AI to IoT to robotics and more – and aimed for
100,000 attendees from around the world. It also touted the United States;
largest auto show, thanks to the heavy presence of auto manufacturers
touting next-gen cars.
While CES is historically known to provide a look into the future 5-10 years
from now, given the sense of urgency around the economy, supply
and demand struggles across select sectors, slowing of venture-capital
funding for startups, geopolitics, and emerging spaces like cryptocurrency
quickly posing challenges for governments, this year;s CES felt much more
focused on instant innovation opportunities brands, platforms, and media
partners can leverage in 2023.
2 ARTIFICIAL INTELLIGENCE (AI)
The digital simulation of human
intelligence processes by machines,
especially computer systems, with CONNECTED DEVICES
applications ranging from expertPhysical objects that can connect with each other
systems to natural language processing toand other systems via the internet.
HUMANIZINGspeech recognition to machine vision.
INTERNET OF THINGS (IOT)
ADAPATIVE AI Devices that connect to the Internet to optimize
TECH TERMSEvolves its code and continuously retrains its functionality (e.g., smart speakers).
models to learn based on new inputs (e.g.,
experiences, data processed) without
requiring developers to rebuild it, enabling AMBIENT COMPUTING
the AI to produce faster, stronger business Also known as ubiquitous computing, ambient
outcomes (e.g., improved business computing blends and embeds computing power
processes), resulting in a way to continuously seamlessly and invisibly into our surroundings,
improve the customer experience viareducing frictions that come with using tech – and
offerings like AI-driven chatbots thatallowing connected devices to seamlessly work
continuously improve their conversationaltogether. Think of ambient computing as building on
skills with every engagement.IoT devices, focusing on the interaction between
these devices and their users once connected.
GENERATIVE AI
Uses neural network models to create
something new (e.g., text, images, video) WEARABLES
based on what is processed, hinting that the Technology that is designed to be used while worn.
potential to impact a wide range of human
creativity (e.g., art, music) and potentially an
opportunity for marketing tech fueled by TOUCHLESS TECH
generative AI to be applied marketing content Technology that allows users to interact with
creation (e.g., text, audio tracks, images). systems without any form of physical input.
3HUMANIZING TECH TERMS
AUGMENTED REALITY (AR) NON-FUNGIBLE TOKENS (NFTS)
An interactive digital experience that combines the Cryptocurrency-based token representing
real world and computer-generated content to add something unique (e.g., Virtual art JPEG,
a layer of digital over a physical reality. Think of AR Digital GIF, digital videos and audio),
as transformative and VR as transportive.making it the subject of digital smart
contracts that represent ownership.
VIRTUAL REALITY (VR)
A digital simulated experience that utilizes hardware METAVERSE
to create a sense of being immersed in a fully virtual Immersive digital experiences enabling
world. social, gaming and access to virtual worlds
with the potential to bridge the digital and
physical worlds.
WEB 3.0
Evolved state of the world wide web touting a
blockchain-powered decentralized ecosystem. It is INTEROPERABILITY
designed for anyone to interact, create, socialize,
etc., and is a seamless fusion of both physical and When virtual identities, experiences,
digital lives.economies, avatars, etc. can freely and
seamlessly move between metaverse
projects and platforms.
CRYPTOCURRENCY
Digital version of currency used to buy and sell
goods/services using an online ledger with strong PHYGITAL
security to keep online sales/purchases safe. Describes the integration of physical and
digital elements into an experience
(e.g., a retail or shopping experience).
4 This year CES partnered with the World Academy
of Art and Science (WAAS)to highlight the role of
technology in support of the United Nations; efforts
to advance "human security.”
Also known as human rights for all people, “human security is defined as
“people-centered, comprehensive, context-specific and prevention-oriented
responses that strengthen the protection and empowerment of all people.”
such as human rights, including access to food, health care, clean air and
water, along with political and security rights. As Gary Shapiro, President and
CEO of the Consumer Technology Association, explained, “Tech innovation
gives us the tools to work toward a better world and has always been the
catalyst for historic change. Now more than ever, people are looking to the
tech industry for leadership as we develop creative solutions to the world’s
greatest challenges.” In a future of uncertainty – economic, geopolitical,
physical, emotional – technology-enabled empathy is critical.
Those creative solutions are predicated on technologies like AI, which enable
tech tools to continuously learn with use and improve their offering. We’re
seeing specific critical AI concepts emerge, Adaptive & Generative, both of
BETTER LIVING which offer different ways of delivering improved business results and
intrinsically personalized communication strategies, in efficient, constantly
improving ways.
Regardless of the AI or tech tools your brand experiments with this year,
THROUGHrecognize that everyone has the ability, and the responsibility, to support
consumers’ (overt or subconscious) desires for better living, especially if it’s
better through technology.
TECHNOLOGY5