Three of our favorite marketing-related revelations from CES 2025

CES — the Consumer Electronics Show — took place last week in Las Vegas, Nevada. Owned and produced by the Consumer Technology Association, CES bills itself as “the most powerful tech event in the world — the proving ground for breakthrough technologies and global innovators.”

More than 141,000 attendees got the first look at some mind-blowing new products, from a toaster-looking device that gives your phone a full charge in less than five seconds to an electric spoon that mimics the taste of salt — and so much more.

Was there marketing tech? You bet, and lots of it. (Not surprisingly, almost all of it centered around AI.) Here, we rounded up three of our favorite marketing-related revelations from CES 2025.

One mainstage keynoter stated that 2023 was a “wow” year for marketers and AI; 2024 was a “how” year of figuring it out; and 2025 is a “now” year to start implementing it. Source: Adweek

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1.???? Shoppable TV — not your grandma’s HSN

TheTake, an emerging specialist in shoppable TV technology, has partnered with LG to take in-home shopping to a whole new level. While watching an LG television, viewers can search for and identify virtually any person or product seen on screen with a click of the remote. A second click allows them to shop for and purchase the products right then and there. More from Deadline

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2.???? In-car voice commerce ecosystem — munchies on the go made easier

With SoundHound AI’s platform, drivers (and passengers) can search for restaurants and order takeout directly from the car’s infotainment system. While it’s focused on food right now, the company plans to expand the technology to offer in-car voice-activated banking transactions, ticket purchases, appointment-making, and more. More from Yahoo! Finance

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3.???? Virtual marketing testing — twinning!

Using digital twin technology, which creates an exact digital replica of an object, person, system, or process, brands can play around with digital versions of a product and run them through multiple scenarios to gauge how it will perform with consumers in real-world settings. They can also create digital twins of customers to test messages, ads, and even entire campaigns. More from AdAge

These three highlights barely scratch the surface of all the amazing marketing tech revealed at CES 2025. One development in particular — Agentic AI — has the potential to dramatically change the rules of marketing. Stay tuned for more on that later!