The Consumer Electronics Show wraps up tomorrow, but many marketers and advertisers have already fled Las Vegas after a packed week of panels, meetings, floor tours, tech demonstrations, parties, and meals—sometimes packing in multiple dinners into the same evening to maximize face-to-face time with clients or potential partners.

Throughout the week, ADWEEK caught up with advertising and marketing execs to hear what trends and developments were from this year’s CES stood out, and whether spending the second week of January on the Las Vegas Strip is still worth the dough.

Nearly every leader we spoke to mentioned artificial intelligence, of course, and how “agentic” AI—the growing popularity and capabilities of AI agents and chatbots—is changing the way brands and marketers interact with people. They also highlighted that the sheer scale of CES, and the ability to meet with so many clients in person at the beginning of the year in one place, makes the 135,000-person conference unmissable.

The following comments have been edited for brevity and clarity.

Florian Adamski, global CEO, Omnicom Media Group

We have more clients at CES than ever, which shows you something: Clients are seeking to understand how agencies will cope with technological changes and how generative AI will help agencies to be leaner, faster, and more impactful. This early interest we see at CES is a precursor for what we’ll see for the rest of the year. Clients will ask agencies for answers to help solve for a more complex, fragmented world, so no rest for the wicked.

The overall theme for CES this year is when AI and marketing will realize some of the promises made. It feels like the past three years we’ve talked about potential use cases starting with generative search. 2025 is going to be when push comes to shove, and agencies and media platforms will actually have to prove to clients how it drives their business.

It’s also going to be a year of reskilling in terms of the labor force and how people start collaborating with AI.

Kristi Argyilan, global head of advertising, Uber

I spent 90% of my time at CES in client meetings. It’s an opportunity to get feedback on what we’re doing well and where our next areas of focus should be en masse, so that you can start to put together the patterns to understand the state of commerce media more broadly, and then specifically the areas for Uber to continue to lean in. Especially being brand new in the role, that was an incredibly productive use of my time.

The theme that I heard consistently is that we have done a good job of using AI to work more efficiently, but have we used it to work more effectively? AI capabilities are helping us move work through the system faster. We can do creative versioning a whole lot faster, but are we regularly using it to then optimize? How are we really using AI to move that through faster so we can optimize more than one or two times during a campaign and then driving a bigger result? That’s the promise that we’re all looking to start to see more of as we go through 2025.

Pagine: 1 2 3