The annual consumer electronics show (CES) always delivers a host of new devices and a peek at what the future may hold. While there are always plenty of new laptops, smart refrigerators, and niche gadgets, the show also provides valuable insights for marketers.

This year's show revealed how manufacturers are further implementing AI into products, where CTV will move next, and how consumers' content preferences are reshaping the future of technology.

All about AI

Along with every other facet of the marketing industry, discussions of AI dominated CES from agentic commerce systems, to ad automation.

Agency holding companies doubled down on their promise that agentic AI would superpower their automation goals, with many positioning agents as a tentpole platform.

• Agency giant Omnicom unveiled a new version of Omni, calling it an agentic operating layer that guides, rather than replaces, human decision-making.
• Additionally, Stagwell revealed The Machine at CES, which it claims is an AI-powered marketing OS that can manage whole workflows.

As in recent years, the inclusion of AI at CES also includes a fair number of big swings that could very well prove to be whiffs. This year that included "mistake proof" hair clippers, a holographic desktop companion, and an AI-powered cat feeder.

What it means for marketers: Hardware and software developers are all in on AI, and while some swings may miss, marketers can expect most systems to iterate and improve as time goes on.

Living the stream

While CES has long been home to the latest in television innovations, its relevance for CTV has shot up in recent years. As smart TV manufacturers continue to innovate, they're also incorporating new ad inventory and consumer experiences that marketers can add to their toolboxes.

Bigger was, again, better. Samsung is bringing its Micro RGB "halo" displays to new consumer lines of devices that range up to 115 inches. And LG's OLED and Mini LED screens reach up to 100 inches.

Aside from the devices themselves, other brands timed the launch of CTV tools with the show.

NBCUniversal announced new ad products and measurement tools, promising the tools can adjust creative based on live events. They also revealed new ad inventory within Peacock.

What it means for marketers: These giant screens and new CTV tools expose an industry that expects consumers to stay glued to their largest screens and remain open to new ad formats in their living room.

Keeping up with content

This year's CES saw a number of brands announce experimentations with how devices interact with their content.

Disney announced plans to bring vertical video feeds inside its Disney+ app, in a notable example of how companies are reacting to consumer behavior. It's an extension of ESPN's "verts," and shows Disney prioritizing mobile in its strategy.

Meanwhile, Roku announced its ad-free service Howdy would be distributed "everywhere," according to Roku CEO Anthony Wood, expanding outside its own ecosystem into an omnichannel streaming brand which can compete with other wide-ranging platforms.

What it means for marketers: Consumers expect their content to follow them wherever they go, and that they also go on their phone a lot. CTV platforms and publishers are forced to innovate quickly in a competitive environment to prove they can meet those consumer demands.

This was originally featured in the EMARKETER Daily newsletter. For more marketing insights, statistics, and trends, subscribe here.