The Consumer Electronics Show (CES) happens every year in Las Vegas, a market we’re highly familiar with for several reasons (our offices and several clients are located there, to name a few). We, like many others, look forward each year to the unveiling of new tech and life-changing products. As an agency, our main priority is to understand how this new technology will affect the advertising and marketing industry. How will this year’s CES Conference change the game? To start, we thought it appropriate to ask ChatGPT, one of the most popular AI models used worldwide. Below is its answer to our prompt:

Artificial intelligence (AI) is poised to revolutionize the advertising industry in 2025 and beyond, enabling brands to deliver more personalized, efficient, and impactful campaigns. At CES 2025, numerous exhibitors are showcasing AI-driven technologies that highlight this transformative potential

Samsung, for instance, has introduced "Home AI," a system that connects household devices into a smart network responsive to individual needs. This technology not only enhances user experience but also opens new avenues for personalized advertising within the smart home ecosystem. Additionally, Samsung's AI-enhanced smart TVs and the "Beauty Mirror," which utilizes AI to analyze skin and recommend personalized cosmetics, demonstrate the integration of AI in consumer products, paving the way for targeted advertising based on user preferences and behaviors. 

The convergence of AI and advertising is further evident in the participation of major tech companies like Google, Meta, Microsoft, and Amazon at CES 2025. These industry leaders are actively engaging with brands to explore AI-driven advertising solutions, emphasizing the role of AI in automating ad placements, optimizing campaign performance, and enhancing audience targeting. 

Back to a human here. At the time of writing this post, CES is just gearing up for three days of exhibits, trends, and keynotes, as evidenced by ChatGPT’s meager answer above. But while we wait for more information to come out later this week, we as advertisers need to be paying attention.

“Staying ahead of emerging technologies is essential to remain competitive in today’s fast-paced market. In an agency setting, AI isn’t just a tool for efficiency—it’s a creative catalyst, enabling us to deliver innovative solutions faster while pushing the boundaries of what’s possible.” - Matt Carson, VP of Creative

In order to survive and thrive, agencies and in-house marketing departments have to learn how to incorporate advertising tools available now while keeping an eye open for future tech. Media teams can benefit from tools like GA4 and The Trade Desk, while creative teams can utilize ChatGPT, Midjourney, and other content creation tools, some at very reasonable costs (looking at you, Canva). AI can also be used to improve consumer experiences by personalizing website content, email campaigns, and ads based on user data.

Ultimately, brands need to examine the needs of their company and determine what tech can help fill the gaps, but there are no limits when it comes to building a martech stack.

If you’re not sure where to start, agencies are more than a team of experts—they’re a resource for brands and a way to access these tools. If your brand is looking for expertise, fresh perspectives, and tools of the trade, contact us today to see how we can work together.