CES 2020: Invisible revolutions
New transformative opportunities will be made possible because of products introduced at CES 2020
Despite the volume of new products on display, CES is not really about shopping for gadgets anymore, and hasn’t been for a while.
Over the past five years, CES has been overtaken by the less sexy – yet much more significant – enabling technologies which themselves have been developed over many preceding years. The resulting software and connectivity that drives interoperability between devices, access to cloud computing resources, and massive data storage along with improvements in battery life are now central to new consumer experiences and service layers, even if they aren’t always easy to demonstrate in a booth or a press release.
In tangible terms, there was no shortage of new gadgets at CES 2020. Some may never make it to market, and others like AI toothbrushes, 8K and MicroLED TVs, and smart speakers certainly will.
We saw products that perform more complex functions but are simpler to use thanks to artificial intelligence. Intelligent assistants have made information retrieval easier, but they’re not yet evolved enough to be invisible. AI has also made personalisation easier, but the “black box” nature of the algorithms has made it nearly impossible to understand why certain personalisation decisions are made. The dominance of Google and Amazon in this sector was also very clear. Relatedly, voice was hot again this year. This was evident in the technology displayed for smart homes, including increasing numbers of appliances with voice-facilitated intelligence which helps ensure components of the ecosystem work together seamlessly.
Products are becoming smarter, but also dumber. Some companies are playing out their products’ intelligence to illogical conclusions: for example, autonomous vehicles that potentially make travel safer in the long term, but which remove nearly all manual control from the operator, creating risk in the short term. This points to the need for further study of the interface between humans and machines.
Contrasts were also evident on the environmental front: some of the new products were more sustainable; others more disposable. In general, technology is ever resource-hungry, consuming electricity and bandwidth. Greater numbers of products are disposable and made of plastics. At the same time, we saw smaller footprint personal appliances such as single-serving dishwashers which consume far less electricity and water while generating less heat.
Another key theme was the notion that these products can help humans better manage their own conditions along dimensions of sustainable wellness, health and prosperity. Several “empathy electronics” made their debut, including Tombot (a robot helping seniors with dementia), CyclePath (prompting movement in young gamers), Mateo (for body and posture analysis), and Pillo (healthcare at home).
A “this will change everything” feeling is rare for a new product announcement at CES, and this year was no exception. We can point to some launches that were impactful for the advertising industry, such as the launch of TiVo in 1999. But announcements this year were more incremental with much focus on advanced TV and applications of artificial intelligence to advertising.
The roll-out of 5G networks and related devices and the implications for advertising and marketing were also frequently discussed, even if the potential impact is far off in the future.
Social media networks made relatively minor announcements: Twitter said consumers would be able to customise how they view replies; Facebook announced it would allow users to exclude themselves from being targeted by specific advertisers via Custom Audiences. Brand safety continues to be a background context in these developments.
Incrementalism is not unimportant: industry change takes time. There are many interlocking elements of technology and processes in any industry, and so many different companies involved in any one workflow, with, typically, no one company able to change much by themselves. Alternatively, few companies are willing to risk blowing up their own businesses in order to cause change. But over time, incremental changes enabled by new technologies do have an effect. In much the same way as a product first displayed decades ago makes possible a business model invented today, new transformative opportunities and future commercial revolutions will be enabled because of concepts or products introduced this week.
15 January 2020
More in Technology & data
Social media & COVID-19: digital crisis interaction among Gen Z and Millennials
A global study by Wunderman Thompson, The University of Melbourne and Pollfish, in collaboration with the World Health Organisation
Five steps to digitise your data capture
Wunderman Thompson’s five-stage approach to frictionless customer data capture to boost business, drive efficiencies and keep your customers happy
How to jump-start customer engagement with zero-party data
As cookies fall under greater scrutiny, the importance of zero-party data (and first-party data) will only grow