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By WYATTE GRANTHAM-PHILIPS, Associated Press Business Writer
NEW YORK (AP) — CES, the yearly exhibition dedicated to technology, is here.
This multi-day gathering, organized by the Consumer Technology Association, begins this week in Las Vegas — where a plethora of the newest devices and innovations across sectors such as personal technology, transportation, health care, sustainability, and more are scheduled to be showcased. Additionally, similar to the previous year, artificial intelligence is omnipresent.
CES 2024 recorded over 138,000 participants, according to the CTA, and organizers anticipate seeing at least that number once again for this year’s exhibition. More than 4,500 exhibitors, including 1,400 startups, are also expected to gather across 2.5 million net square feet of exhibition space this week.
“These are individuals coming together, concentrating on addressing some of the world’s most significant challenges — and magic happens.” Gary Shapiro, CEO and vice chair of the CTA, shared with The Associated Press prior to this week’s event.
Previously recognized as the Consumer Electronics Show, CES attracts participants and exhibitors globally, with Shapiro highlighting that organizers project around 50,000 attendees to arrive from outside the U.S. In addition to a range of startups, renowned companies making appearances this year include Nvidia, Delta Air Lines, Honda, Volvo, Panasonic, and L’Oréal.
This year might witness heightened security measures. CES 2025 takes place less than a week following an incident in which a highly decorated Army veteran fatally shot himself in a Tesla Cybertruck loaded with explosives before it ignited outside President-elect Donald Trump’s hotel in Las Vegas — not far from much of the trade show’s designated event area. Shapiro mentioned that organizers routinely collaborate with officials to ensure event safety and that some “modest” adjustments were implemented in response to recent occurrences, but further details could not be disclosed.
The AP engaged in dialogue with Shapiro about expectations for CES 2025. The discussion has been edited for brevity and clarity.
CES 2025 is upon us. What are the primary themes anticipated this week?
CES 2025 will represent a remarkable advancement in innovation and technology, emphasizing various themes critical to humanity’s future. Over 4,000 companies will be exhibiting, occupying literally miles of display space. They’ll present solutions to essential human challenges — such as access to food, clean air, safe drinking water, and mobility, as well as advancements in health care technology.
We also have emerging categories. Increasing technology for the disabled community is notable this year. Last year’s presence of products catering to individuals with disabilities was substantial, and we expect it to grow even larger this year. Overall, the exhibition aims to benefit humanity, employing technology and innovation to bridge existing gaps where further progress is necessary.
AI continues to dominate this year. Are there any particular trends we should observe?
Generative AI is influencing nearly every domain. Almost every major exhibitor will be showcasing AI in some capacity at CES this week. For businesses, the emphasis is on enterprise applications and productivity. However, for consumers, it centers around personalization.
We’ll observe exhibitors, like PC manufacturers, concentrating on personalization in their new offerings for the PC and laptop marketplace. Furthermore, AI is being utilized in mobility — not only in features for cars and autonomous vehicles but also in various types of transportation, including agricultural machinery from companies like Caterpillar and Deere.
What kind of oversight exists for the devices and products presented at CES this week?
The industry representing the participating companies endorses governmental regulation. The government’s role is to indicate what is considered unsafe. This ensures that companies are aware of legal parameters. Simultaneously, a significant challenge arises if government intervention hampers innovation — thus, the dilemma for each nation is achieving that equilibrium.
How might policies from the incoming Trump administration — such as proposed tariffs on international goods — influence consumer products like those presented at CES?
We foresee the Trump administration adopting a much more business-friendly strategy that promotes innovation, including a concentration on various energy sources, which is extremely significant. Nonetheless, tariffs are essentially taxes. We understand they contribute to inflation and ultimately fall upon consumers.
If we proceed with the initiatives the President-elect has indicated he may implement, it would have critical implications for the prosperity of the U.S. The exact impacts of these tariffs will depend on their implementation, but some proposals suggest a potential price increase of 30 to 50% for essential products like PCs, smartphones, laptops, tablets, smartwatches, and an array of other items that currently provide considerable value to consumers. This would mean that fewer individuals could access these products. Moreover, retaliatory actions from other nations against U.S. exports could ensue. We want to avoid heading in that direction.
Are there any additional safety measures CES is instituting in light of the recent Cybertruck explosion?
CES has always prioritized safety. There are numerous details we cannot disclose, but it is safe to say that we coordinate with federal, state, local, and facility authorities for extensive planning. We have instituted some modest changes in light of recent occurrences, but we are consistently striving to improve.
CES also arrives shortly after the tragic shooting of UnitedHealthcare’s CEO. Have companies made any extra security requests for their executives attending?
I believe companies are eager to participate here. Any requests received have been very limited.
Having high-level executives here, especially post-COVID, is truly significant. Individuals are focused on traveling to Las Vegas and embracing this chance for face-to-face interactions and the serendipitous discoveries that occur when establishing business connections in person. This is precisely why trade shows like CES and others are vital events for the global community.
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