CES and the Future of AI Branding: From Features to Experiences

CES proudly calls itself the future of tech, but it’s never been somewhere that software shines. With the notable exception of NVIDIA, the major voices in AI were low profile or absent. So how should brands, especially hardware brands, effectively frame AI?

The temptation to badge every feature and product name with “AI” is strong. This "AI washing" was rampant at IFA in Berlin, the other ‘world’s largest tech show’, just four months ago. Many observed CES 2025 being “AI, AI, AI”, but the reality is the consumer electronics industry is only starting to figure it out.

From Features to Experiences

Sophisticated brands like LG started to tone down the pervasive AI messaging, instead showing people’s lives and describing the many ways its technology can be life-enhancing. Instead of bombarding with lists of AI features, LG created an experience at CES that makes the benefits of the technology compelling and tangible.

And this is critical. The gap between the industry and the general public’s understanding of what the tech can bring is huge. One of the more eye opening stats from the show was from Annie Chechitelli at Turnitin, whose research shows 38% of US higher education practitioners haven’t used Generative AI even once.

Of course, the majority of brands still have a long way to go – there were plenty still slapping the AI label on everything with no clear value proposition. Or worse, calling out features that have existed for years as AI, such as settings optimisation or content recommendations.

More can be learned from other sectors, where providing connected experiences has been paramount for years. Delta Airlines grabbed the headlines with one of the most extravagant experiences at CES, a takeover of the epic venue of the Sphere to illustrate the brand's 100 year history and share product announcements, complete with celebrity star power.

Overall there was a big change afoot at CES this year, mirroring the elevation of AI-enabled software above hardware in defining customer experiences. It’s the experience that’s important – both at a convention and in people’s lives. Getting that right is what builds trust, generates excitement, and ultimately drives adoption.