One of the most influential events on the tech scene, CES 2023, was a very crowdy place this year. Over 323 “Fortune Global 500” companies and 85 “Interbrand 100” companies in 41 different technology categories were among attendees here. More so, 3200 exhibiting companies from 174 countries showcased their technological achievements for four days.

For this time, traditionally, Las Vegas turned into the melting pot for many entrepreneurs, innovative businesses, and brands that had a chance to showcase their breakthrough products to the world. Health care, smart homes, and innovative gadgets — all of those were among the hottest trends of the exhibition. There was a tsunami of fascinating products, so let’s review some of them and try to pinpoint the key trends that will define the basis of many technological advancements in the future (advertising ones included).

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Some of the wow products showcased at CES 2023

BMW i Vision Dee. In the BMW i Vision Dee, the car's body is divided into 240 zones, each of which can independently change color (overall 32 colors). The Digital Emotional Experience assistant (AI) can express emotions with the help of headlights and a radiator; plus, it can communicate with the driver.

Displace TV. LG's 55-inch OLED panel works completely autonomously — the battery inside lasts up to 180 hours. There’s no need for remote control because the TV recognizes gestures and voice commands (AI). Additionally, as screens are getting bigger, some people don’t want to place them on the walls — Displace TV deals with this by allowing people to connect multiple TVs to form a single large 110-inch screen (the device adjustment is controlled by active-loop vacuum technology).

Lenovo ThinkBook Plus Twist. The laptop is equipped with a hinge in the center, which allows you to turn the lid with the OLED display 180°. This way, the user can access the second E-Ink screen. Both displays are touch sensitive and work with the Lenovo Base Pen 4.0.

Nvidia RTX Video Super Resolution. This innovation from Nvidia works right in the browser and increases the resolution of any videos viewed through Google Chrome or Microsoft Edge (thanks to neural networks).

Qualcomm Snapdragon Satellite. Mobile devices that support satellite communications are gaining popularity. However, Qualcomm enables satellite signal on any smartphone with a Snapdragon 8 Gen 2 chipset with a Snapdragon X70 modem.

Acer eKinekt BD 3. This is a cool combo of the exercise bike and the working place. When you need to concentrate on work, you can move the table closer to the seat, and when you decide to exercise, special handles come into play. That’s not all — the main feature is the ability to recharge the laptop from the energy that the user generates during the exercise.

Samsung Flex Hybrid. The panel can be folded in half and twisted at the same time. This way, the functional area when the gadget is folded reaches 4.2 inches, and when unfolded — 10.5; plus, if you pull the right side, it increases to 12.4 inches. Someday, such displays will allow us to combine a smartphone, tablet, and laptop into one device, and this, of course, will push the development of new digital ad formats.

Spatial vision technology from Asus. Asus has introduced laptops with screens that let users view 3D content without 3D glasses. It uses biconvex lenses built into the display and cameras that monitor the position of the user's head and eyes in real time. Entertainment and advertising on such screens in the future will undoubtedly redefine the user experience toward more interactive and immersive experiences.

Bespoke AI oven. Samsung introduced the Bespoke AI Oven with a built-in camera and AI algorithm. The smart oven determines the optimal temperature and duration of cooking and can send notifications to the user's smartphone when the food is ready. The user can also broadcast the cooking process right from the oven — it will be transmitted to the screen of another connected device. This will be especially valuable for social media influencers who want to showcase the entire cooking process on social media.

HTC Vive XR Elite virtual reality headset. Now the HTC Vive is ready to compete with giants like Meta, Pico, and Sony regarding the next generation of virtual reality. The Vive XR Elite has both VR and MR capabilities, including a full-color RGB camera for passthrough viewing. The device has hand-tracking that unlocks an entirely new dimension of MR scenarios. The headset can be a perfect choice for users who are looking for gaming capabilities, interactive fitness programs, and more. Meanwhile, HTC’s Viverse ( metaverse alternative) keeps demonstrating outstanding results in supporting OpenXR and WebXR standards and can be accessed through various connected devices.

Futuristic insides of Chrysler. As Chrysler designers think, the car of the future won’t have to include a steering wheel. Instead, it will have a 37.2-inch information display. It will allow passengers to play games, sing karaoke, and participate in video conferences — in general, it will not let you get bored while you have a journey.

What does it mean for the advertising landscape?

Although innovative products featured at CES 2023 are pretty diverse and fall within different categories, some trends are obviously coming to the surface. Within the next decade, digital transformation will penetrate various aspects of our lives with cloud technologies, artificial intelligence, machine learning, 5G, Web3, autonomous systems, metaverse, AR, and VR.

Businesses in all areas will deploy these technologies because they underpin the global economy. Cord-free technologies and digitized screens in public and private vehicles will become a catalyst for growth in media consumption. It opens new opportunities for brands to explore new communication channels with their audiences.

By 2026, 45% of the Global 2000 companies will use artificial intelligence and machine learning technologies to attract potential customers and introduce new advertising experiences that effectively drive sales. Programmatic advertising, the algorithms of which are also based on AI and ML, will become a new trend for brands that haven’t explored it yet. Programmatic effectively automates the media buying and selling processes, optimizes the ad budgets, and delivers the right ad message to the right audiences at the right time. Because of this, the total programmatic ad spending now accounts for approximately 70%; it grows and evolves, providing new perks for advertisers and publishers each year.

The last word

As CES 2023 revealed, businesses will be turning to AI, ML, VR, AR, metaverse, and a whole lot of different technologies to streamline consumer experiences and make them more interactive and engaging. With these technologies, brands can explore completely new channels and formats of communication with their customers. Finally, they can also effectively deal with operational challenges and automate advertising operations based on those opportunities delivered by programmatic.

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