AI Briefing: What marketing and tech experts noticed at CES 2024
Gladwin Techgen Pvt Ltd
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In the wake of CES 2024, it's clear many marketing professionals see many reasons to be excited about AI, but they also see plenty of reasons to be worried.
In Las Vegas last week, AI was arguably one of the hot topics, unfortunately. Several major brands and startups rolled out AI chatbots for a wide range of products, including cars, bikes, smart TVs, and personal devices. Meanwhile, other companies exploited generative AI hype in recent months to showcase AI avatars, gaming experiences, and other uses in health, technology, and home.?
Despite all the talk about AI on- and off-stage, some marketers noticed many exhibitors weren’t touting AI in their booths.
Eric Hunter, a brand strategy consultant at Performance Branding Consultants, said the more mature tech companies on the showroom floor weren’t making it a “single point of differentiation” and instead focused on the benefits that come from embedding it into larger solutions
“I began to assume that everything had AI embedded in the solution,” said Hunter, who previously was Logitech’s global head of brand planning. “Most everything would somehow leverage the ability to learn and improve performance somehow. When AI was presented as the primary benefit, I was a little skeptical of their understanding of the technology.”
AI is still in the “formulation stage,” said Sir Martin Sorrell, founder and CEO of S4 Capital, which owns Media Monks. He sees how AI is already changing visualization, copywriting, hyper personalization, knowledge democratization, and other aspects of marketing. However, he still found many of the AI-enabled products shown at CES — such as smart refrigerators — to be disappointing.
“I’m very bullish on [AI],” Sorrell said. “It’s had a lot of focus and attention, but I think it will be a destroyer of jobs. That doesn’t mean that the outputs will not be very helpful. They will be. Take media buying and planning. You’ll have better decisions being made about portfolios and everything else.”
The ability of AI to enable spatial computing was also a source of excitement among marketing and technology experts. Despite not being seen or discussed in the metaverse, there were numerous headsets for virtual reality, augmented reality, and mixed reality on the CES showroom floor.
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