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Although the advertising industry has turned out strong for CES, few people make it to the show floor.
So this year, the AdExchanger editorial team brought the two worlds together. We toured the show floor, sharing insights about the technology we think the ad industry will be using for years to come. Imagine out-of-home digital screens that accurately determine your age and gender and show you ads appropriately. Or if data from smart washers and dryers could provide insights (or personalization) for CPG laundry detergents.
We also discuss the responsible use of artificial intelligence. AI can improve product design and user experience, explained Dave Meeker, EVP and head of AI innovation at Monks. On the show floor, AI bots showed off their personalities – it’s not far-fetched to imagine AI chatbots being programmed to reflect different brand identities.
AI is also used for personalization. But hyper-personalization is a double-edged sword. At best, it feels comfortable and easy to provide an experience that is exactly what you want. At worst, it can eerily reflect your needs and appear creepy. Refining this experience was a challenge for marketers before AI, and it will continue to be a challenge after AI.
It is clear that in 2025, most people in our industry will be focused on their experiments with artificial intelligence. In many of the conversations at CES, people talked about how they personally are trying to use AI technology to be more efficient at their jobs. It can help them better analyze data or summarize summaries. But there are also concerns that AI will lead to job losses or co-opt creatives’ content and deny them compensation.
What I want most from AI is transparency. To embrace its use, but for marketers and employees to share what they’re doing and how they did it, as we all get used to its presence in the year ahead. On that note, I’ll share that I used Otter.ai to transcribe our podcast recording and insight summary. I then read that summary before writing my summary. Cheers to the new year and new technology.
