An interesting shift occurred at this year’s CES, or perhaps more accurately, didn’t occur. For an event renowned for its dazzling brand activations and media-friendly experiences, this edition felt surprisingly subdued. CES is known for delivering larger-than-life experiences from top brands—installations so impressive that attendees would line up just to see them. But this time around, the festival-like atmosphere that usually defines CES was notably absent.
Of course, there was still plenty of tech on display. AI and automation dominated the narrative, with exhibitors, keynote speakers, and press announcements all leaning heavily into these themes. Power and battery technologies were ubiquitous, and home electronics providers made their presence felt. Yet, from an event marketing perspective, the prevailing trend seemed to be a return to basics.
Take SK, for example. Known for turning heads at past CES events with their engaging displays, this year their exhibit was a minimalist black box adorned with hundreds of LED panels that mimicked a massive supercomputer. In front of it, a kinetic wall of floating screens showcased visuals aligned with SK’s sustainability messaging. While undeniably impressive, the approach was more theatrical than immersive this year.
The outdoor central plaza, typically a hub for large-scale visitor experiences from major players like Google, Microsoft, Walmart and others, was a fraction of the size this year. It hosted a few pavilions from NXP, Scout, Valeo, and Continental while many of its past residents opted for indoor setups, co-exhibited with partners, or conducted business in private suites and conference rooms spread around the show’s less public venues.
The shift signaled a broader trend: brands prioritizing business discussions and relationship building over bold public-facing spectacles. In short, CES 2025 leaned more into “business” and less into “show.
That’s not to say there weren’t standout moments. Nikon offered engaging experiences, from a high-end headshot studio to an interactive tornado weather report that placed guests into the action. Sansui embraced a music-and-MMA theme with a UFC-inspired stage featuring Octagon Girl Arianny Celeste. Schaeffler showcased an impressive robotics assembly demo, while Sony wowed attendees with a high-tech vehicle motion platform blending robotics and film technology. Their experimental theater for “The Last of Us” also drew long queues. Samsung’s exhibit impressed with an immersive art installation, leveraging their Art Store and Frame product line to envelop visitors in curated digital artwork displayed on walls and floors.
Tactile experiences remained a crowd favorite, especially when it came to vehicles. Despite fewer splashy unveilings from big auto brands (Sony Honda Mobility’s AFEELA being a notable exception), attendees could explore everything from solar-powered futuristic campers to high-tech farm equipment by John Deere and Caterpillar.
Large-format video displays also stole the spotlight. High-quality LED video panels were everywhere, used as walls, hanging signs, and even floors. These dynamic displays added a rich, interactive dimension to exhibits, replacing traditional static graphics. Transparent LED technology, employed by exhibitors like OshKosh, Brunswick, and Siemens, added a futuristic edge.
A Different Tone for 2025
Ultimately, while this year’s CES offered plenty of new products and exciting press announcements, the event’s tone felt noticeably different. The pivot towards more pragmatic, business-focused strategies over headline-grabbing spectacles marked a significant departure for the show this year. Still, for those who attended, CES 2025 delivered plenty to explore and talk about—just in a more understated way.
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