At the 2025 Consumer Electronics Show (CES), Garry Herbert and Heather Widdop explored groundbreaking advancements in advertising technology, with artificial intelligence once again dominating the conversation. This year’s event highlighted the transformative ways AI is reshaping advertising, with a particular focus on analytics and personalized campaigns. These innovations will provide exciting opportunities to connect our clients’ brands with audiences more effectively than ever before.
Real-Time Marketing Analytics
One of the most significant trends at CES 2025 was the emphasis on AI-driven analytics tools that provide marketers with actionable insights in real-time. Several startups and established tech giants showcased platforms capable of ingesting massive datasets, including consumer behaviors, purchase patterns, and social media trends, and turning them into actionable strategies in seconds. These tools are not only speeding up decision-making, but also increasing precision, ensuring campaigns are hitting the right audience at the right time.
Personalized Consumer Experiences
Another major theme was hyper-personalization, enabled by AI’s ability to analyze individual consumer data at scale. Brands now have the capability to deliver highly tailored experiences based on nuanced preferences, behaviors, and even real-time contextual factors. We saw this come to life on the showroom floor, where automakers displayed technology that showed QSR ads being served with the vehicle’s navigation system, based on the proximity to the route or recent restaurant visits.
For marketers, this means an unprecedented opportunity to foster genuine connections with customers. However, it also raises questions about data privacy and the ethical use of personal information – topics that sparked robust discussions throughout the various CES panels we attended.
Moving Forward
AI is reshaping media from strategy to execution. While the opportunities are vast, challenges like data ethics and privacy require thoughtful navigation. Brands that embrace these tools and responsibly innovate will lead the way in building authentic connections with their audiences.
As we look ahead, the integration of AI in marketing offers limitless possibilities for innovation. By leveraging these technologies, Harmelin is committed to helping clients navigate this exciting new era, delivering campaigns that are not only data-driven, but also highly efficient in achieving measurable results.
For more information contact us.
