2024 marked DesignScene’s 7th year at CES, the world’s largest tech show in Las Vegas, Nevada. Our CEO, Attila Keskin, and Global Chief Marketing Director, Sophie Billi-Hardwick, both on-site, witnessed the pervasive influence of AI.
From the kitchen, to travel and productivity, it became evident that AI integration was the event’s overarching theme. Although artificial intelligence dominated most aspects of the show, other important more human themes found their space, which to be honest, was a relief… Here are our eight key highlights and insights.
1. ‘AI for Everyone’
Samsung dedicated their presence to this topic showing how AI is integrated into a range of connected products under their ‘AI for Everyone’ vision, with an emphasis on accessibility, inclusivity, and energy efficiency.
Google, with one of the best-designed presences at CES (more on that later), showcased AI integration into their software products. My favourite being Google Sheets that auto populate. I couldn’t resist asking Google to write up a production schedule for me and it didn’t do a bad job!
The highlight of the trip was a visit to The Sphere though, which is connected to the back of the Venetian via an elevated walkway. The hidden gem here are the 5 humanoid robots that you can have a conversation with in the lobby.
2. Sustainability
While sustainability was a recurring theme, our perspective is that mere claims based on 100% recyclable packaging fall short of true innovation. However, Panasonic, in particular, elevated their commitment to the next level through the thoughtful use of minimalist materials and fabrics, and even showcased a new kinari joint system on their exhibition pedestals.
The spotlight also turned towards hydrogen, even though there is still a debate on it. BMW and Hyundai stood out for their dedication to hydrogen, with Hyundai even dedicating their entire booth to envisioning a future world powered by this alternative energy source. The broader industry trend was evident in motorsports, as exemplified by Extreme-E’s shift to Extreme H in 2024, proving the growing importance of hydrogen.
DesignScene executed Roku’s CES vision sustainably too, repurposing scenic elements from 2023 for a fresh atmosphere at the Aria. The elevated space featured a lush oasis with meeting suites and lounge areas, surrounded by greenery and offering Vegas skyline views. A strategically designed entrance with an LED archway welcomed guests. Subtle touches in Roku’s brand colors adorned meeting spaces transformed into a lively Roku City ambiance, using the iconic digital screensaver backdrop. The space design successfully balanced aesthetics, sustainability, and functionality.
3. SK Wonderland
SK had by far the most fun booth at CES with various rides and experiences, in a spacious well designed space. One of the attractions was a ride on a hydrogen powered train, passing through a large media art tunnel to showcase their next-generation energy technologies. It reminded me of Google in 2018 when they recreated an amusement park ride in their double story pavilion in the parking lot.
4. Battery powered
Battery-related products continue to increase in scope and range. From mobile power packs that are starting to make an appearance in event power solutions, to cool and eye-catching battery-powered bikes.
5. Transparent TV
Samsung showcased a stunning bezel-less transparent micro LED display that can disappear against a backdrop, and LG world’s first 4K wireless TV featured a unique motorised rear blackout for high contrast mode. That was quite incredible to see.
6. Indy Autonomous Challenge
Now a CES regular, the Indy Autonomous Challenge featured autonomous race cars reaching speeds of 100mph, capable of completing laps and executing overtaking maneuvers without any human interaction! And, they also work in the dark!
Now, beyond AI and tech innovations…
7. Gender equality
Overheard at a panel on the evolution of motorsports: Extreme E’s found that if you provide equal opportunity and coaching on the same standards as male drivers to female drivers, they perform as well as men. Not that we were surprised…
The most inspiring panel I went to staged leaders from Pinterest, HP, Microsoft, and Winnie, where they shared their experiences and responsibilities in closing the gender pay gap. According to the World Economic Forum, the global gender pay gap is estimated to take well over 100 years to close…One piece of advice emphasised reaching out to local schools to inspire girls. I would like to take this brilliant advice further and extend that effort to inspire boys too from an early age and convey that equality is a shared and normal pursuit. Why? Because the room was full of women with only a few men. When will we stop talking to ourselves?
Equality Lounge® by The Female Quotient at the Aria was a vibrant, fun and inclusive space, a contrast to some outdated vibes at other CES locations. Key takeaway from the many talks: don’t adopt a stereotypically masculine approach; embrace and express your authentic self.
8. A design masterpiece by Google
Google’s Android Booth demonstrated new features in a practical and beautiful manner, emphasising impact over size (with their space being clearly smaller than previous years). One that our talented Studio team at DesignScene would have loved to create. I even envied the BA’s outfit!
Overall, the exhibition spaces at CES were less extravagant than pre-COVID-19 times, feeling like budgets are still being reduced, possibly due to the increased costs post-pandemic. Most exhibits now lean towards a more understated presentation, and notably, even some of the major brands are embracing this shift with a stronger emphasis on sustainability. Hooray.
Bonus takeout:
A massive shout out to our team on the ground and in our global offices for delivering another successful CES for our clients Roku and DoubleVerify!
