By Wyatte Grantham-Philips, Associated Press
NEW YORK (AP) — The annual tech showcase known as CES is back. Organized by the Consumer Technology Association, the multi-day event kicks off this week in Las Vegas, promising a dazzling array of the latest gadgets and advancements across various industries.
And, just as last year, artificial intelligence will play a central role.
CES 2024 drew over 138,000 attendees, and organizers anticipate a similar turnout this year. More than 4,500 exhibitors, including 1,400 startups, will occupy around 2.5 million square feet of floor space.
“These are the people getting together, focusing on solving some of the world’s biggest problems — and magic occurs,” Gary Shapiro, CEO and vice chair of the CTA, said to The Associated Press.
Formerly known as the Consumer Electronics Show, CES attracts attendees and exhibitors worldwide. Shapiro noted that organizers are expecting approximately 50,000 attendees from outside the U.S. This year, alongside numerous startups, major companies like Nvidia, Delta Air Lines, Honda, Volvo, Panasonic, and L’Oréal are slated to appear.
There may be some heightened security this year. The show arrives less than a week after a decorated Army soldier died by suicide in a Tesla Cybertruck packed with explosives. The incident occurred outside of President-elect Donald Trump’s hotel in Las Vegas, near the trade show’s planned location.
Shapiro stated that organizers consistently work with officials on event safety and that “modest” changes were made in response to recent events, but he was unable to provide further details. The AP spoke with Shapiro about what to expect at CES 2025.
The following conversation has been edited for clarity and length.
Main Themes of CES 2025
What are the main themes we can expect this week?
CES 2025 will represent a leap forward in innovation and technology, focusing on crucial themes that are important to the future of humanity. Over 4,000 companies will be represented across many miles of exhibit space, showcasing solutions to fundamental human problems such as access to food, clean air, clean water, and mobility, as well as health care technology.
“We also have newer categories,” Shapiro said. “We’re seeing more technology for the disability community, for example. Products that can serve people with disabilities had a large presence last year, and we expect that to be even bigger this year. Overall, the show is serving humanity and using technology and innovation to fill in gaps where we need a lot more work.”
Artificial Intelligence and Trends
AI is everywhere again this year. Are there any specific trends we should keep an eye out for?
“Generative AI is affecting virtually every area,” according to Shapiro. “Just about every major exhibitor will be talking about AI in one form or another at CES this week. For businesses, the focus is more on enterprise and productivity. But for individuals, it’s about personalization. We’ll see exhibitors, such as PC companies, focusing on personalization in new products for the PC and laptop marketplace. And then there’s AI being used in mobility — and not just in features for cars and self-driving. It’s for all sorts of vehicles, including agricultural products from companies like Caterpillar and John Deere.”
Oversight and Regulation
What kind of oversight is there for the gadgets and products we’ll see at CES this week?
“The industry representing the companies involved welcomes government regulation,” Shapiro explained. “The government’s job is to say this is what is unsafe. And so the companies know what is legal and what is not. At the same time, a big challenge is if government stops innovation — so the question is, for every country, finding that balance.”
Potential Impact of Tariffs
How could policies from the incoming Trump administration — like proposed tariffs on foreign goods — impact consumer products like those seen at CES?
“We expect the Trump administration to take a much more pro-business approach that favors innovation, including a focus on all sorts of energy sources, which is very important,” Shapiro stated. “But tariffs are taxes. And we know that they are inflationary and paid for by consumers. If we go forward with the proposals that the President-elect has indicated he may put in place, there would be severe impacts on the prosperity of the U.S. It depends on how exactly these tariffs are adopted, but under some of the proposals, we estimate a range of a 30 to 50% price increases for basic products like PCs, cell phones, laptops, tablets, smartwatches and all sorts of different products that consumers get a great value on today. That means that fewer people will be able to access these products. And, of course, other countries may then retaliate against U.S. exports. We don’t want to go in that direction.”
Security Concerns
Are there any increased safety precautions CES is taking following last week’s Cybertruck explosion?
“CES has always focused on safety,” Shapiro said. “There’s a lot of things we can’t talk about, but suffice it to say, we work with federal, state, local and facility officials for lots of planning. We’ve made some modest changes given the recent events, but we’re always trying to do it better.”
CES also arrives a month after the fatal shooting of UnitedHealthcare’s CEO. Have companies made any additional security requests for their attending executives?
“I think companies are excited to come here,” responded Shapiro. “And any requests we’ve gotten have been extremely isolated. Having top executives here, especially after COVID, is very special. People are focused on coming to Las Vegas and having this opportunity to meet face-to-face and finding the serendipity and discovery that happens when you’re making these business connections in person. That’s why trade shows like CES and others are such important events for the world.”
By Wyatte Grantham-Philips, Associated Press
