The future will be written at this year’s CES 2024. It should come as no surprise that AI is going to be everywhere and will continue to demonstrate why it deserves the hype it has been getting over the last year. However, beyond AI, there are three top emerging themes that should not be overlooked. Expect privacy to explode from a niche topic to center stage, demanding new tactics. Disruptive computing platforms foretelling the next major era of computing lurk around the corner, blurring the digital/physical barrier with headsets and ubiquitous tech. And every company, from Walmart to your local bakery, are utilizing digital tools like never before. This year’s CES isn’t just highlighting the latest tech advancement, it is a gateway to the future. Are you ready?
Implications for Agencies: The need to transform common digital practices is already on the minds of most agencies. When considering tech announcements and demos coming from the show floor grill vendors on their privacy plans: compliance, AI black boxes, data sources. Don’t fall for the “AI magic” facade. Leverage resources like the 4As/CIMM paper on Privacy and Future of TV Advertising and we encourage the adoption of the recommended “heatmap” tool of expected viability of advertising solutions and technologies in the face of privacy shifts. Proactive agencies will navigate the shifting privacy landscape and conquer the new digital future.
