CES 2025: Bringing the Future of B2B Marketing to Today

Kicking off the year with a surge of innovation, CES in Las Vegas once again became the stage for technology’s brightest ideas. This year, the conference offered a compelling preview of the technological advancements shaping the marketing industry.

Marketing Technology is reshaping Marketing Strategy

The CES 2025 agenda highlighted the huge and growing impact Marketing Technology has on marketing strategies. Content tracks such as “Deloitte: The Content Revolution” and “CMO Insights” highlighted the rapid evolution and adoption of MarTech, driven by a new generation of digitally native professionals entering the workforce. Emily Ketchen , CMO of Lenovo’s Intelligent Devices Group, observed how this shift is reshaping marketing strategies. Additionally, the Brand Innovators Marketing Leadership Summit provided a platform for strategic B2B marketing leaders Raja Rajamannar , Chief Marketing & Communications Officer, Healthcare, Mastercard and Jonathan Adashek , SVP, Marketing and Communications, IBM to share their experience with emerging technology through fireside chats, exploring the deepening intersection of technology and marketing.

Ask Not What You Can Do With AI, Ask What AI Can Do For You

Discussions about AI at CES shifted from theory to action, focusing on practical applications. Diego Lomanto , CMO of the AI platform Writer, stressed the need to operationalize AI, stating, “The real challenge lies in putting that technology into meaningful production.” Jill Kramer , CMO at Accenture, echoed this sentiment, explaining, “It’s less about the technology itself and more about what AI can accomplish.” These insights emphasize the growing priority of using AI to enhance workflows and achieve measurable results, reflecting a clear move toward practical, real-world implementation.

The AI Advantage: Productivity

During the “AI & Creativity: Navigating the New Frontier in Advertising” panel, Don McGuire , CMO at Qualcomm, shared that AI tools like Writer save his organization 2,400 hours per month, significantly streamlining workflows and boosting productivity. IBM’s Jonathan Adashek , predicted that in 2025, marketing teams will move beyond AI pilot projects to fully integrated solutions. These advancements are expected to revolutionize content creation, data analytics, and real-time media performance, driving unprecedented efficiency in marketing processes.

Embracing Innovation for B2B Success

CES 2025 marked a pivotal moment for B2B marketing, showcasing how innovation in technology and AI is driving transformative change. By embracing practical applications of technology, marketing teams are unlocking new levels of efficiency, and success. This dynamic shift sets the stage for groundbreaking advancements in how marketing strategies are conceived and executed.

For insight into how your B2B brand can leverage the industry trends highlighted at CES, please connect with us through EI’s LinkedIn page.