CES 2025 was a proving ground for brands competing for audience attention.
At the most famous consumer electronics event in the world, brands have shifted how they show up, moving away from product demonstration (singular, one-way engagement) into product experience (come and test for yourself).
Activations in 2025 deployed familiar tactics to invite, excite, and personalise relationships between brand and end-user. From AI-powered marvels to eco-friendly designs, this year’s event continued to set the standard for innovation.
While on-site delivering our beautiful activations, our team has gathered some pretty juicy insights about the experiential landscape at CES.
Ins for CES 2025
1. Purposeful AI
At CES 2025, artificial intelligence integrations dominated the floor, delivering immersive, purposeful experiences that genuinely proved how products have evolved, and how AI innovation can improve lives. Whether it’s helping people manage their health better or making self-care simpler, CES showed us how AI advancements are as meaningful as they are impressive.
From Samsung’s AI-powered skincare mirror that understands your skin better than your dermatologist, to the Hormometer, a hormone-monitoring device designed for at-home use, AI-powered wellness is becoming smarter and more tailored, and even edging into the health field.
Hats off to the brands that leant into purposeful AI within their spaces, introducing the kind of tech that makes audiences feel seen, heard, and valued.
2. Reimagined VIP Events
Away from the packed convention floor – the real action happens in exclusive, invite-only spaces.
Brands are turning their focus to more reserved, luxury activations that leave a lasting impression and hold space for conversation. Imagine arriving at a penthouse suite where the lighting, decor, and yes, even the playlist, have been tailored to forge genuine connections. The message is clear: create an oasis and invite people into your world.
3. Sustainability, Centerstage
Many brands embraced eco-consciousness, and their activations were designed to leave as little impact as possible. Solar-powered pop-ups and zero-waste installations set a new benchmark for environmental innovation. And it didn’t stop there.
From recyclable booth materials to carbon-neutral product demos, brands like HERE Technologies showcased their developments and progress in creating solutions that actively contribute to a cleaner future.
Outs for CES 2025
1. AI for AI’s Sake? Hard Pass.
Once upon a time, slapping “AI” on a product was enough to grab attention. Not anymore. If your artificial intelligence isn’t delivering real, tangible benefits – like making life easier, faster, or just more enjoyable – it will be left behind.
AI needs to have a purpose, or it’s simply noise in an already crowded space.
2. Booths That Blend into the Background
Static, uninspired booths are officially a thing of the past. CES is all about interaction and innovation. Stale signage and flat demos will not do. Attendees want to be engaged, surprised and inspired, and the best activations turn moments into memories.
3. Messaging for the Masses
Generic approaches are out. Attendees now expect every experience to be tailored specifically to them. Brands that lean into hyper-personalisation – from bespoke invitations to curated content – are the ones making waves. Knowing your audience, their motivations and challenges, has never been so critical in experiential design.
4. Experiences That Exclude
Inclusivity is a non-negotiable. If your activation isn’t designed to welcome everyone, you’re This could be as simple as introducing the VAK theory of learning into your experience, where visual, auditory and kinaesthetic triggers are built into the guest journey to give every guest a chance to engage in their preferred style.
See how we deployed this for The News Movement’s New York launch. →
CES 2025 was truly a show like no other, filled with inspiration, innovation, and ideas that challenge the status quo.
Whether it’s smarter AI, greener tech, or more personalised wellness solutions, this is the event where the future takes centre stage.
