CES 2025 opens on January 7 in Vegas, featuring a record-breaking lineup of over 4,500 exhibitors, 1,100 speakers, and 3,400+ Innovation Award submissions. The event showcases the latest advancements across industries, including AI, smart home technologies, mobility, sustainability, and digital health.
Home entertainment, once the centerpiece of CES, remains a significant draw, with major brands introducing cutting-edge products. Samsung is unveiling its Neo QLED TVs, available in 4K and 8K resolutions, featuring sizes up to 98 inches and integrated Eclipsa Audio technology for immersive soundscapes. LG is debuting its four-layer OLED TV panels for brighter displays and the world’s first bendable 5K2K gaming monitor. Hisense is showcasing its Trichroma LED TV and the L9Q Laser TV series, offering enhanced color precision and larger screen sizes.
AI continues to dominate the spotlight, with practical applications integrated into consumer products. Samsung’s Vision AI enables TVs to adapt to viewer preferences and environments. Google’s presence is particularly notable, with its Gemini AI making its way to Google TV, enhancing YouTube integration, refining content search, and enabling more natural voice commands. As part of this AI evolution, Hisense and TCL are set to incorporate proximity sensors into their higher-end models, transforming TVs into supersized smart displays that dynamically adapt to users.
Panels like “TV, Streaming & Advertising: Dynamic Platforms – Dynamic Opportunity” feature industry leaders from Amazon, Warner Bros. Discovery, and Disney Advertising, discussing the convergence of technology, streaming, and advertising.
The CES Creator Space, sponsored by Sony, highlights the intersection of content creation and technology, with conversations featuring Denim Richards on fair compensation and will.i.am on AI’s impact on entertainment.
The Take: How CES Impacts the Media Industry
CES 2025 highlights how the rapid evolution of technology is shaping the media industry, offering a glimpse into the future of content creation, distribution, and consumption. At the forefront of this transformation is the integration of AI across various domains, from content personalization to advertising strategies.
As highlighted in Lowpass, Google’s ambitious plans to integrate far-field microphones and proximity sensors into Google TV devices aim to redefine televisions as central smart hubs capable of responding to user commands even when off. Although these hardware features are still in development, Gemini’s rollout demonstrates Google’s commitment to turning TVs into interactive, voice-driven platforms.
Proximity sensors, considered a technological breakthrough, are a key part of this evolution. These sensors enable TVs to transition seamlessly from ambient screensavers to displaying personalized, real-time information like weather updates or news when someone enters the room. This shift positions TVs as not just entertainment devices but as integral components of smart home ecosystems, offering contextually aware and adaptive user experiences.
However, their integration raises important questions about consumer reception and potential privacy concerns. Will consumers view these features as indispensable upgrades or unnecessary complexities? Furthermore, ensuring data security will be vital for widespread adoption. Practical applications, such as adjusting screen brightness based on viewer distance or activating specific modes, provide clear examples of how this technology could add value to daily life.
Hisense and TCL are already incorporating proximity-sensing capabilities into select TV models, while Google collaborates with manufacturers to expand this feature. These advancements also align with sustainability goals, as the technology minimizes energy consumption by deactivating displays when no one is present. Such developments highlight the competitive edge proximity sensors bring to brands embracing AI-powered innovations.
Technologies like Samsung’s Eclipsa Audio and Vision AI further demonstrate how AI enables immersive experiences, opening new opportunities for media companies to enhance storytelling and audience engagement while meeting the growing demand for tailored content. By integrating these innovations, media companies can redefine how audiences consume and interact with entertainment.
While AI takes center stage, advancements in home entertainment also play a critical role in reshaping media consumption. Products like LG’s brighter OLED panels and Hisense’s Trichroma LED TVs provide platforms for delivering high-quality, immersive content. Gemini AI’s integration into Google TV elevates this trend by enabling dynamic interactions that blend entertainment with practical functionalities, such as smart home control and enhanced voice navigation. Together, these features set a new benchmark for personalized viewing experiences, further raising consumer expectations.
The convergence of streaming and advertising at CES highlights how media companies can leverage technology to optimize revenue streams. AI-driven addressable advertising, showcased in discussions by industry leaders from Amazon and Disney, highlights the growing importance of targeted campaigns. This convergence also reflects recent moves by streaming platforms like Netflix, blending live events with promotional content to engage diverse audience segments and expand their reach.
CES 2025 also emphasizes global implications for the media industry, particularly with the rising demand for inclusivity and sustainability. The innovations presented at the event offer a roadmap for legacy broadcasters and streaming platforms to align their strategies with evolving consumer behaviors and environmental goals. The global reach of these advancements positions media companies to tap into broader audiences, transforming regional players into global entities capable of addressing diverse markets.
As CES 2025 showcases the intersection of technology and creativity, it provides a blueprint for media companies to navigate a rapidly evolving landscape. The media industry is better equipped to meet future challenges and seize new opportunities by embracing AI, immersive technologies, and sustainable practices. CES remains a pivotal forum for understanding and driving innovation, bridging the gap between technology and the creative world.
