LAS VEGAS – CES this year featured a greater emphasis on artificial intelligence, the technology that’s been compared to other groundbreaking innovations such as the microprocessor, the personal computer, the Internet and the mobile phone. As this disruptive technology gains greater adoption, marketers are being forced to radically rethink how they work.
“Some of the important conversations I’m having at CES are more around how to think about technology in terms of a longer-term investment,” Sarah Ivey, chief strategy officer, North America, at Havas Media Network, said in this interview at CES 2025 with Lisa Granatstein, editorial director of Beet.TV.
“We always ask our clients, ‘what are you really curious about?’” Ivey said. “What I’m really noticing this year is that they’re all very open because I think they’re realizing that their current innovation frameworks aren’t really accommodating what they need to think about next.”
CTV experiences
Televisions have been one of the most showcased consumer electronics products over the years, and CES again featured the latest innovations in internet-connected sets. Oftentimes, televisions foreshadow new capabilities for other products as computer processing migrates to devices on the outer edge of digital networks.
“Whatever happens in any other technology automatically increases or gets transferred to what the audience actually expects from the entertainment experience,” Ivey said. “Seamless algorithms, connectivity to your fridge and your stove….[lead consumers to expect] more and more for everyday appliances and technology to become platforms for entertainment.”
You’re watching Beet.TV’s coverage of CES 2025. You can view all of our CES 2025 content here.
