CES was, Once Again, AI Heaven and Hell
Between January 7 and 9, some 150,000 people gathered in Las Vegas for the annual Consumer Electronics Show (CES). Over three days, attendees at the tech world’s Valhalla looked into a crystal ball to glimpse the future of our interactions with technology. The answer is clear: AI will play an even greater role in shaping our lives.
The Michelob ULTRA Arena, typically a venue for world-famous stars like Katy Perry and Ozzy Osbourne, hosted an unusual icon on January 6. Jensen Huang, the founder and CEO of Nvidia, delivered the opening keynote at CES.
Huang’s selection as the event’s opener was no coincidence. The Taiwanese-American businessman had a stellar year, driving Nvidia’s stock price up by over 150% and pushing the company’s valuation to $3.4 trillion.
This surge is largely due to rising demand for hardware to power AI applications. In his keynote, Huang discussed how AI excels at identifying patterns in text and images but emphasized the importance of converting that information into physical actions via robotics. He introduced the concept of the World Foundation Model and unveiled Nvidia’s new GeForce RTX 50 series video cards.
Capturing Global Attention
Huang wasn’t the only big name at CES. Linda Yaccarino, CEO of social network X, also took the stage, advocating for the relevance of advertising on the former Twitter. She commented on Mark Zuckerberg’s decision to end partnerships with fact-checking teams for Facebook and Instagram, calling it “an important step in accountability.” She also praised Zuckerberg for adopting X’s Community Notes concept.
However, the keynote speeches are just one part of CES. The core of the event is the trade show, featuring over 4,000 companies from across the globe. According to Wim Sohier, Science & Technology Counselor at Flanders Investment & Trade, CES is a prime opportunity to launch products or services and reach international audiences in Asia, Europe, and America.
Sohier also highlighted CES’s role as a hub for deal-making. “Face-to-face contact is more effective than cold calling, even in the tech industry. That said, our largest tech companies, like Barco, are absent, which reflects the limited consumer-focused tech sector in our economy,” he remarked.
The Power of Preparation
Approximately 20 Belgian tech companies, mostly Walloon, attended CES, a modest showing compared to the Netherlands and France, which sent 60 and 170 companies, respectively.
Antwerp-based Moonbird, which develops devices to promote mindful breathing, returned to CES for the second year. “We launched our first product in America here last year and are now showcasing the Moonbird Buddy, designed for children,” said founder Michael Broes.
Broes stressed the importance of preparation to stand out among 4,000 exhibitors. “Besides having a compelling story, press connections are crucial. We also organize evening events to network with distributors and investors. Working with American PR agencies beforehand helps us engage journalists and build a targeted sales pipeline.”
Beyond the Gimmicks
Since its inception in 1967, CES has been known for showcasing bizarre gadgets. From flying cars to electric spoons that simulate salty flavors, the event never disappoints in eccentricity. However, underlying trends emerge each year. Recent editions have spotlighted blockchain, the metaverse, and smart glasses.
The 2025 CES, like its predecessor, was dominated by AI. Among the highlights were an AI-powered litter box, a barbecue, and a spice grinder. The latter, created by Israeli startup Spicerr, uses computer vision to identify dishes and dispense the appropriate spices.
While many of these are mere novelties, more practical AI applications were found at the Venetian Expo, where medical tech companies showcased advancements like improved robotic surgery and electric wheelchairs equipped with obstacle-detection systems.
More Than Just a Screen
Major exhibitors, often occupying booths spanning hundreds of square meters, demonstrated new AI applications centered around televisions. Innovations aimed not only to enhance viewing experiences but also to transform TVs into versatile tools.
For instance, LG’s new TVs use voice recognition to personalize user experiences, while Google’s AI-driven technology summarizes news for the Google TV platform. Hisense and TCL are developing systems that display personalized information like weather updates when you’re near the TV.
The Smartest Network
A significant theme at CES was the future of smart home devices. Manufacturers emphasized compatibility with Matter, a universal standard enabling communication between smart products from different brands.
Large companies are taking integration further by creating cohesive ecosystems. At CES, Samsung unveiled a vision where all household devices function as one. Imagine instructing your robot vacuum to preheat the oven or using appliance screens to monitor other devices. For example, a smart doorbell could transmit a video feed to your washing machine when someone rings the doorbell.
This glimpse into a seamless, efficient future is CES’s promise — a world where everything works together. Whether this vision becomes reality remains to be seen.
