Top Five CES 2025 Takeaways That Will Reshape Marketing

CES 2025 wasn’t just another tech show; it was a reality check. For marketers who are serious about staying ahead, this year’s show highlighted a fundamental truth: adapt or fade into irrelevance. Here’s how the trends on display at CES are set to upend marketing.

The future is here, and it’s moving fast.

1. New Media Spaces Are Emerging: The Revolution in Wheels and Wearables

Think self-driving cars are just about getting from point A to point B? Think again. These are rolling entertainment centers and shopping malls on wheels and were unescapable at CES 2025. Bigger in-car screens are creating brand new media spaces, opening untapped opportunities for advertisers. If you’re not imagining your ad campaigns playing out in an autonomous vehicle’s immersive cabin, someone else already is.

And it’s not just cars. Wearables are revolutionizing personalization by turning health data into a marketer’s dream. Imagine tailoring ads based on real-time insights into a consumer’s fitness goals or wellness routines. But tread carefully—consumers will demand transparency and ethical use of this data. The question isn’t whether these spaces will be monetized; it’s how marketers will walk the fine line between opportunity and overreach.

2. Consumer Tech Innovations Are Exploding: From Gadgets to Lifestyles

Autonomous vehicles, AI-powered home appliances, and more are reshaping daily life in profound ways. This isn’t just about cool gadgets; it’s about the complete integration of tech into consumer lifestyles. Imagine a wearable device that tracks hydration levels and prompts users to try your electrolyte drink at just the right moment. Or an AI assistant in the kitchen that not only helps users plan meals but also recommends your brand’s products as part of the recipe.

At Cannella, we’re exploring how these shifts can drive results for performance-based campaigns. The future of consumer tech isn’t just about convenience; it’s about embedding brands seamlessly into everyday life.

3. AR, XR, and Connected Devices Are Ready to Break Through

For marketers, the AR, XR and connect device evolution unlocks new possibilities. Imagine a connected mirror serving as a fitness coach, delivering tailored workout plans and recommending related products, or AR transforming a coffee table into a dynamic showroom where users can visualize furniture options or immerse themselves in brand stories.

For direct-to-consumer brands, these technologies represent a blank canvas for immersive, engaging campaigns that deliver both utility and delight—and most importantly, drive conversions. AR-powered experiences can guide customers from exploration to purchase by seamlessly integrating product information and instant buy options into their interactions.

4. AI Moves from Hype to Impact

We’ve been talking about AI for years, but 2025 is the year it’s proving its worth. Generative AI and “agentic AI” are rewriting the rules of consumer engagement. Intelligent brand agents that mirror your company’s values and voice can deliver personalized, real-time interactions that drive meaningful connections.

At Cannella Media, we’re not just watching this trend—we’re exploring how it can transform campaigns for our clients. Whether it’s AI-powered agents curating unique shopping experiences or tools that optimize campaigns multiple times in real-time, AI is about more than efficiency; it’s about creating impact. But the burden of proof is real. Marketers need to move from talking potential to demonstrating results—fast.

5. The Double-Edged Sword of AI: Ethics and Optimization

With great power comes great responsibility. AI can accelerate workflows and personalize campaigns like never before, but it also comes with ethical challenges. Consumers are savvy—they’ll see through generic AI-driven interactions. The brands that win will be the ones that use AI authentically, transparently, and creatively.

Optimization is another challenge. Too often, marketers use AI to speed up processes but fail to leverage its full potential to refine campaigns throughout their lifecycle. In 2025, that’s no longer an option. AI isn’t just a tool; it’s a strategic partner. Are you treating it as such?

The Time to Act Is Now

CES 2025 made one thing clear: the marketing world is at a tipping point. The tools and technologies on display weren’t futuristic concepts—they’re here, and they’re reshaping how brands interact with consumers.

At Cannella Media, we’re ready to meet this moment head-on. From leveraging emerging media spaces to exploring the ethical use of AI, we’re committed to creating campaigns that don’t just keep up but set the standard. Because in this new era, staying relevant means leading the way.

Rob Medved

Since joining the company in 1994, Rob Medved has been an innovator in the performance media space, Rob led the development of Cannella’s proprietary CPA linear and CTV platform—the largest in the industry. He also spearheads initiatives like the FAST Channel development, which reimagine content distribution and revenue generation. As a recognized thought leader, Rob frequently shares insights at industry conferences, shaping discussions on the evolving landscape of performance marketing and media.

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