CES Las Vegas 2025: A look into the future, marking time or nothing new in the West?

CES (Consumer Electronics Show) is the name of the world’s largest trade fair for ‘consumer electronics’. However, the name, which has stubbornly survived since its foundation at the end of the last century, has long since become obsolete. The event has mutated into a pure tech fair for the digital world. Until this year’s opening on 7 January, it was considered, or rather was considered, the most exclusive mecca for a glimpse into the future of AI and its applications, among invited industry experts and accredited media representatives.

Numerous companies presented products with alleged AI functions, but too often without a clear practical use. This led to confusion and frustration among visitors, who had the impression that the term ‘AI’ was mainly used as a marketing strategy. What was touted as ‘autonomous’ robots turned out in many cases to be heavily reliant on pre-programmed instructions or human control behind the scenes. Critics called this ‘AI hype without substance’.

Opportunity missed?

130,000 guests from around the world travelled to the desert city with their laptops, trainers and high hopes. ‘Everyone will be talking about AI,’ promised Carolina Milanesi, an analyst at Creative Strategies, on the eve of the opening. Automotive technologies are also becoming increasingly important. ‘CES has been an automotive show for a long time and this year will be even more so,’ says analyst Avi Greengart.

But that is far from the truth. Major carmakers such as Mercedes-Benz, Audi and Volkswagen, which in the past have made a splash with spectacular displays, opted not to make any significant presentations this year. E-Autonews concluded: ‘The automotive industry is playing only a minor role at the most important tech event of the year. Big innovations are more likely to take place on a small scale. The automotive industry was only a supporting actor at the most important tech event of the year this time as well.’

Chicken or the secret

But not only manufacturers of upgraded vehicles were missing. Even industry leaders in the technology sector, such as Samsung and Microsoft, reduced their presence at CES 2025 or did not participate at all. The reasons for these companies‘ absence are manifold. More and more often, they prefer to present their new products at their own events in order to have more control over the staging and to receive direct attention. In addition, digitalisation makes it possible to present new products via online platforms, reducing the need for a physical trade show presence.

However, many software and hardware engineers privately admit that they are still a long way from the targeted market solution. Others, on the other hand, fear the competition’s gaze over the fence.

CES and the insurance industry: AI = Any Interest?

Specific applications of AI in the insurance sector were definitely not in the foreground at CES 2025, although the trend towards integration was unmistakable. Presentations emphasised that AI technologies offer insurance companies a wide range of possibilities, from risk assessment and claims processing to improving customer service. The industry has known this for several years. Expected new, revolutionary software on this topic was also discussed, but no concrete examples were shown.

It’s a shame, because the increasing presence of AI at events other than CES underlines the importance of this technology for the future. It is to be expected that insurance companies will invest more in AI in order to remain competitive and offer their customers innovative solutions, at least that was emphasised.

Rare but noteworthy: the CES highlights

The critic cannot and does not want to offer a truly fair tour of the tech fair. These days, the most diverse media are virtually drowning each other out with their own, apparently sensational, discoveries. Take, for example, the collar for cows that transmits the pulse and temperature of the horned cattle.

But at least one appearance simply has to be highlighted in a particularly positive light. In Las Vegas, Nvidia CEO Jen-Hsun ‘Jensen’ Huang presented the new mini AI supercomputer ‘Project Digits’. He emphasised that it is so small that it fits on any desk, and promised that the device can now run powerful AI models locally, eliminating the need to send your data to external servers. ‘The brooker NEWS’ sees this as a significant step towards user security and development, also in the insurance industry.

Nvidia CEO Jensen Huang presents the new mini AI supercomputer “Project Digits”. ©Consumer Technology Association (CTA)®.

As far as the eye can (still) see

Of course, this year’s tour of the tech fair was once again marred by numerous television receivers and game consoles. With resolutions that the human eye will never be able to see. So why?

Samsung presented the Neo QLED 8K (QN990F), which transmits 8K images wirelessly via the Wireless One Connect Box. But be careful: only the path from the actual device to the screen is wireless, and the screen still needs to be plugged into a fixed charging connection from time to time. Then Samsung presented the Frame Pro with micro-LED technology, which transforms the switched-off TV screen into an art museum.

At CES 2025, Hisense is showcasing its vision of an AI-driven future with the new TriChroma LED TV and a 136-inch microLED display. The company emphasised its commitment to making technology more intuitive and effective, and highlighted its proprietary Hi-View AI Engine, which enables real-time optimisations for image and sound quality.

LG also presented new television sets, along with consoles that (quote) ‘should provide even better image quality’.

Entertainment delivered: seek and ye shall find

You have to give the latest CES one thing: in some corners, the entertainment fair still lived up to its name. ‘Land Aircraft Carrier’ showed a modular flying car designed exclusively for China with a foldable, drone-like eVTOL (electric Vertical Take-Off and Landing) helicopter that can be extended from the car’s boot and launched from anywhere. Maybe not necessarily in the underground car park, $300,000 would literally vanish into thin air.

The company Wonder, showed a plant and garden camera just in time for the fair. You can place it in the garden and watch the plants grow. At least as exciting as public broadcasters.

By far the most useful product at this year’s CES is the Kirin Electric Salt Spoon. A spoon that simulates the taste of salt using electricity. Rumours of an Aromat variant for Switzerland have not been confirmed.

Anyone interested in things like automatic robot vacuum cleaners that not only pick up dust as they travel around your home but also use a gripper arm to pick up scattered socks, underwear or shoes and dutifully put them in the basket should arrive in the Mojave Desert on time for the next CES on 6 January 2026.

Those who trust their own artificial intelligence rather than a machine might want to consider skipping the long journey, unless they have the right flying machine in their car boot.

‘A Different Point of View‘ by Markus Baumann

Also read: thebrokernews‘ best AI tools for 2025 – Not just for the insurance industry