The advertising world converges at CES 2024, and all signs point to the dominance of artificial intelligence (AI) and robotics in the tech showcase. With AI becoming an integral part of marketers’ toolkits, CES anticipates discussions on futuristic applications, including insights from L’Oréal on AI, data, and technology in the beauty industry. The event’s promotional efforts even include AI-generated images plastered across its pages.
The Consumer Technology Association (CTA) expects to host about 130,000 people for CES 2024.
Challenges and heavy topics in marketing and tech
CES remains a platform for marketing and tech leaders to confront pressing issues, including global conflicts, a fragmented digital media landscape, and economic concerns. Despite positive sentiments toward CES, there’s an underlying unease, with concerns lingering about the economy. Ad spending forecasts for 2024 seem strong, but challenges persist, with major companies undergoing restructuring and ongoing global uncertainties.
Tech power brokers and streaming TV talks
Tech powerhouses like Google, Amazon, Meta, TikTok, Reddit, Snap, and Pinterest gather at CES to discuss the future of media, entertainment, and technology. Streaming TV discussions, featuring Google TV and Amazon Prime Video, highlight the evolving landscape. Netflix, amidst leadership changes, plans a significant presence with client meetings, a Netflix-themed speakeasy, and an immersive experience tied to its new sci-fi drama series.
AI’s ubiquity in various Industries
Automakers and other innovators showcase AI applications, with John Deere standing out as a technological star, presenting self-driving tractors and crop-management AI. Creative ad agencies explore generative AI, while Siemens exhibits how AI is integrated into creating accurate virtual representations of physical goods. CES attendees can’t discuss AI without delving into chip advancements, with Qualcomm and Intel hosting keynotes on the role of AI in devices.
Focus on sustainability and accessibility
While AI commands attention, CES 2024 also shines a light on sustainability and accessibility. L’Oréal intersects sustainability, accessibility, and technology in the beauty industry, showcasing innovations like Brow Magic and the Maybelline Beauty App. Auto brands like Hyundai, Kia, and Mercedes-Benz address sustainability through electric vehicles, contributing to the broader theme of purpose-driven tech at the event.
In 2023, CES was once again at full, in-person capacity, housing major reveals from companies like Samsung, Acer, Asus, HTC, Lenovo, and more. CES 2023 included about 115,000 attendees and vendors from 174 countries spread across 41 separate technology areas.
Walmart’s transformation: Drones and Generative AI
Walmart, not a traditional tech giant, takes the center stage at CES with a two-story, 10,000-square-foot booth. CEO Doug McMillon discusses Walmart’s use of drone technology for deliveries and the integration of generative AI in consumer-facing services and internal operations. The retail giant’s transformative approach adds a unique dimension to CES 2024.
Location, schedule, and ticket information
For those eager to be part of CES 2024, the article concludes with essential logistics. It provides details on the event’s location in Las Vegas, including venues such as the Las Vegas Convention Center, the Venetian Expo, and the Aria Resort & Casino. The schedule spans from January 9 to January 12, with additional in-person Media Days on January 7 and 8. Ticket information is also outlined, highlighting eligibility requirements and two ticket tiers: the Exhibits Plus Pass and the Deluxe Conference Pass. Additional passes and reports can be obtained through the CTA website.
- The Exhibits Plus Pass – $350: Includes everything in the Digital-Only Pass, as well as access to all in-person CES programming on show days. In-person access includes the exhibit floor, keynotes, Great Minds sessions, and select conference programming.
- The Deluxe Conference Pass – $1,700: Includes everything in the Exhibits Plus Pass, as well as four days of CES conference programming, consisting of over 100 sessions, and all partner programming.
