While our team were on the ground at CES 2025 with MediaLink, we took the time to check out the festival. From immersive brand activations to keynote discussions, AI remained the dominant force at the heart of every corner of the festival. But this year, we observed a notable shift. Instead of showcasing tech for techs sake, competing for the best activation, brands like LG and Hisense took a more nuanced approach to their product launches, focusing on demonstrating how AI can genuinely enhance everyday life.

Through their concept, “Life’s Good 24/7 with Affectionate Intelligence” LG explored how AI-powered products emotionally enrich day-to-day routines, creating more meaningful interactions and enhancing overall well-being. Rather than just showcasing gadgets, visitors witnessed their technology in real-life scenarios, for example LG’s AI hub learned and analysed lifestyle patterns to deliver personalised solutions to make mornings more comfortable and efficient by proactively responding to user needs. When the system detected someone starting their workday, it automatically created the optimal environment by tailoring the lighting, temperature and humidity of the room to their preferences.

This approach marked a departure from the typical CES focus on tech performance alone, adding a layer of depth to the conversation.

David Gold, President of Hisense USA, emphasised how AI should serve to improve everyday life in practical, impactful ways. "In 2024, AI became an undeniable force in technology, appearing in nearly every product and conversation. At Hisense, we focus on what matters: creating practical, seamless solutions that improve daily life,” Gold said. 

Hisense's "AI Your Life" booth was a prime example of this vision in action. Featuring 17 immersive scenarios and 59 technical highlights, the booth showcased how AI could be seamlessly integrated across various product categories—everything from picture and audio quality to home appliances. These innovations were designed to simplify life and make things more convenient, whether by enhancing home entertainment or streamlining household chores.

Samsung also presented a forward-looking vision for AI, blending smart home tech with security to create a more holistic, user-centric experience. Their CES activation was also geared towards human-focused solutions, showcasing how AI could adopt an active role in safety and well-being.

Yet, not all AI innovations at CES 2025 were an instant hit. Realbotik’s Aria robot, which was designed to offer companionship and emotional support, initially drew attention with its futuristic design. However, it struggled to maintain engagement because, while the product was impressive and tapped into consumers’ desire for emotional connection, it failed to demonstrate how it could truly enhance daily life in a practical way. This innovation failed to foster authentic connection with attendees as they were left wondering how such technologies could genuinely fit into their existing lifestyles.

As the first big event of the year, CES sets the tone for how people want to interact with brands and their innovations. It’s no longer about having the flashiest or biggest activation; these tech innovations were applied to real-world situations that truly resonated with people at the festival rather than simply being rammed down our throats with no relatable value. As a result, attendees were more open to embracing these innovations this year.

So, how might this trickle down into brand experience in 2025?

The rapid evolution of tech has left many consumers feeling overwhelmed, sparking a growing desire for simplicity. In response, people are looking to brands to ease their pain points. Rather than vying for the most ‘impressive’ sell or trying to win over the masses, brands that create experiences which truly resonate are those that cater to the individual needs of their audience.

In 2025, we, as experience designers, have an opportunity and responsibility to create spaces that offer true respite, where consumers can unplug (pun intended) and find moments of calm amidst their tech-heavy lives.