CES 2025 Through the Eyes of a Samsung SDS Digital Marketer!

FEB 06, 2025 Hyerim Hong

Prologue: CES 2025, Heart of Innovation

CES 2025 Held in Las Vegas, The Hub of Tech Innovation!

From January 7 to 10, 2025, Las Vegas was transformed again into a mecca for tech innovation. Consumer Electronics Show (CES), the largest tech event, suggested a new vision for future under the powerful theme of “Connect, Solve, Discover, DIVE IN.” For me, a digital marketer, who joined the CES 2025 on behalf of Samsung SDS, the event was a valuable opportunity to explore possibility of innovation and identify a direction we should take moving to.

[Image: Official Poster of CES 2025]

History and Meaning of CES: A Symbol of Tech Innovation since 1967

Since Consumer Electrics Show (CES) was first held in New York in 1967, it has grown as the world largest tech event, becoming an icon of tech innovation. CES has also been a stage where innovative technologies were first introduced, such as TV, computer, and smartphone. This annual event has been introducing innovative solutions to transform our lives and solve our challenges.

[Photo: West Hall at LVCC]

There was much anticipation for CES 2025, held at the Las Vegas Convention Center (LVCC), as approximately 4,500 companies from 158 countries participated in the event.

[Table: CES 2025 Overview]

Table: CES 2025 Overview
Category	Content
Date	Jan 7, 2025 ~ Jan 10, 2025
Location	Las Vegas Convention Center (LVCC)
Organizer	Consumer Technology Association (CTA)
Exhibit Space	240k ㎡
Particlpation	158 countries
Exhibitos	About 4,500(+29% YoY) 309 companies on the Fortune 500 80 companmies on the Interbrand Samsung, SK, LG, and LS attended among domestic conglomerates
Visitors	About 150K Over 60% of total registrants are senior level
Featured Topics	AI, Digital Health, Vehicle Tech and Advanced Mobility, 5G, Smart City, Robot, AR/VR/XR, Display, Smart Home, Sustainability, Food Tech, Human Security, Space Tech, etc.
Keynote Speakers	NVIDIA CEO. Jensen Huang, Accenture CEO. Julie Sweet, Panasonic Holdings CEO. Yuki Kusmui, Volvo CEO. Ed Bastian, SiriusXM CEO. Jennifer Witz, Audiochuck Founder. Ashley Flowers

CES 2025, What Changed?

The 2025 CES has become an even more notable event, with significant expansion and evolution in topics, participation scale, and major topics. The main theme has shifted from “All Together, All On” in 2024 to “Connect. Solve. Discover. DIVE IN” in 2025 with the meaning of “solve issues and explore in greater depth using technologies.”

What stands out this year is that AI-based products increased by more than 50% year-on-year. Also, AI-related best practices in various industries including healthcare, mobility, agriculture and manufacturing were introduced, showing that AI has become a core technology at the CES 2025

At the CES 2025, more than 600 Korean companies (increased from about 500 companies last year) presented their products, strengthening their foothold. In addition, Korean companies claimed a high proportion of innovation awards (44%, 129 out of 292 companies), solidifying their position as global technology leaders.

In addition, global tech leaders such as NVIDIA CEO Jensen Huang and Accenture CEO Julie Sweet joined as keynote speakers, highlighting visions of the CES 2025. With more participating countries (158 countries) and global companies compared to the previous year, CES 2025 has solidified its status as a center stage for tech innovation.

[Table: CES 2024 vs CES 2025]

Table: CES 2024 vs CES 2025
Category	CES 2024	CES 2025
Theme	All Togeter, All On. Address humanity's chalenges through Technological advancement!	Connect. Solve. Discover. DIVE IN. Connect Solve, Discover, and Explore with Technologies!
Toplcs	AIMobility, Food Tech, Welness Tech, Sustainability and Human Security	AI, Digital Health, Advanced Mobility, 5G, Smart City, Robotics, AR/VR/XR, Display, Smart Home, Sustainability, Food Tech, Human Security, Space Tech, etc.
# of Korean Companies	More than 500 Korean companies (2^nd largest Particlpation given the population)	More than 600 Korean companies (2^nd largest Particlpation given the population)
# of Korean Companles Winning the Award	143 Korean companies Out of 310 Innovation Award winners(46%)	No.1 country, 129 Korean companies Out of 292 Innovation Award winners(44%)
Keynote Speakers	Siemens CEO. Dr. Roland Busch, L'Oreal CEO. Nicolas Hierinimus, Walmart CEO. Doug McMillonl Intel CEO. Patrick Gelsinger, HD현대. 정기선 부회장	NVIDIA CEO. Jensen Huang, Delta CEO. Ed Bastian, Panasonic Holdings CEO. Yuki Kusmui, Volvo CEO. Ed Bastian, Accenture CEO. Julie Sweet, SiriusXM CEO. Jennifer Witz, Audiochuck Founder. Ashley Flowers
Attendees	284 companies on the Fartune Global 500 85 companies on the Interbrand 100 38 Top Retailers 60% of tatal registrants are senior level More than 150 countries 41 Technology Categories	309 companies on the Fartune Global 500 80 companies on the Interbrand 100 38 Top Retailers 60% of tatal registrants are senior level More than 158 countries 47% of registrants have significant influrence in buying decisions

Keynotes at CES 2025

NVIDIA CEO Jensen Huang

The most notable keynote at CES 2025 was presented by NVIDIA CEO Jensen Huang. In his speech, he mentioned that “AI is advancing at an incredible pace.” “It started with perception AI — understanding images, words and sounds. Then generative AI — creating text, images and sound,” he said. Jensen Huang also introduced NVIDIA Cosmos, a platform for robot development to show NVIDIA’s will to dominate robotics and autonomous vehicle markets by increasing access to robot and autonomous vehicle development based on its semiconductor performance and software development platform. “The ChatGPT moment for robotics and industrial AI is just around the corner,” he explained. In his keynote, Huang presented a blueprint of NVIDIA AI ranging from GPU for next-generation PCs and development platform for robot and autonomous vehicle to a personal AI supercomputer that is in development.

[Photo: NVIDIA CEO Jensen Huang]

Key Trends of CES 2025: Technology Journey to Change the Future

Going beyond a place to showcase new technologies, CES 2025 has consolidated its position as a venue for innovation that attracts the world's attention. This year, the CES 2025 showed how the latest technologies, such as artificial intelligence (AI), robotics, mobility and digital healthcare, transform each industry and presented a specific blueprint for a future society.

This year, energy conversion and quantum computing were introduced as new trends, shedding light on the possibilities and applications of these technologies. In addition, a large number of lifestyle technologies were demonstrated and received great attention from visitors.

[Table: Key Topics of CES 2025]

Key Topics of CES 2025
Category	Topic	Description
Industrlal Innovation & Digital Transformation	Artificial Intelligence^{Marketes's Pick} Fintech Robotics^{Marketes's Pick}	Technologies to promote digital Transformation and Innovation in various industries. AI is the core of most Innovations, especially crucial in Fintech, Robotics, advertisement, and start-up ecosystems.
Tech Innovation & Connectivity	5G Smart Cities Smart Home Vehicle Tech and Advanced Mobility^{Marketes's Pick} Space Tech	Technologies to innovate cities, transport, housing, and space exploration based on connectivisy and Technological integration. in particula, 5G is a foundation for loT and real-time data reansfer.
Human Life & Well-Being	Accessibility Digital Health^{Marketes's Pick} Fitness Lifestyle	Technologies to improve health, convenience, and Inclusion of people, related to improving quality of life such as healthcare, wellness, and Accessibility
Immerslve Experlence & Entertainment Innovation	AR,VR,XR Gaming and E-Sports Home Entertainment Content and Entertainment	Technologies to provide immersive experience and innovate Entertainment. AR, VR, and XR affext not only a gaming industry but also the entire industry.
Inclusion & Social Value	Diversity and Inclusion Accessibility	Technologies to strengthen social Inclusion and add values to underprivieged communities while focusing on improving Accessibility and reflecting voices of different communities.
Sustainability & Futrue-Oriented Tech.	Quantum Comouting Energy Transition Sustainability Food Tech Travel and Tourism	Technologies for Sustainability used in various areas, including food, travel, and energy to achieve eco-friendly goals.

1. Artificial Intelligence (AI): Transforms All Industries

Artificial Intelligence (AI) took center stage of CES 2025. AI plays a role as a core driving force in various industries including healthcare, mobility, manufacturing, smart city and business operations and a catalyst for tech convergence and innovation. In particular, AI has been contributing to making human lives more efficient and enriching and its scope of use has been steadily expanding.

The tech innovations are crucial in improving sustainability and quality of life.

[Image: Correlation between Key Topics and AI]

Samsung Electronics presented “Home AI” that connects all home appliances based on SmartThings under the theme of “AI for All: Everyday, Everywhere”. In this year’s exhibition, hyper-personalized AI services considering various housing conditions and life styles gained a much attention. Above all, an integrated wellness solution focusing on healthcare was highlighted, providing advanced personalized services including analyzing users’ health status and eating habits and providing customized food recipes through AI.

[Image: Samsung Electronics’ Wellness Solution]

DEEPX demonstrated high-performance AI computing capabilities optimized for edge devices powered by AI semiconductor. This technology enables a large-scale data process with low power and real-time self-learning and inference of robots. DEEPX AI solution, which can be utilized in various industries such as smart factory, logistics robots, and autonomous driving, significantly improves efficiency and response time of AI-based systems, offering a direction for the next-generation AI technology.

[Image: DEEPX’s AI Semiconductors and AI Servers]

SK telecom’s “ScamVanguard” is an AI-based security technology to detect and prevent mobile financial frauds. This technology can proactively detect and respond to potential threats using pre-trained data of financial frauds and cyber threats. In addition, it is integrated with SK telecom’s AI service “Adot” and a mobile authentication app “PASS” to classify spam information and strengthen user protection features.

[Image: SK telecom’s ScamVanguard]

2. Robotics: More Advanced Robotics Powered by AI

At CES 2025, a brand-new robotics technologies combining AI were showcased. Beyond being utilized in the traditional industries, robotics has now penetrated deeply into human daily life.

Jizai developed Mi-Mo, a six-legged AI Robot with a look that resembles a moving table. AI built into Mi-Mo identifies surroundings using camera and directly interact with users with a built-in microphone.

[Image: Jizai’s Mi-Mo, a six-legged robot that identifies situations and interacts with users using AI]

FingerVision is the first industrial robot in the world to feature tactile sensors. With optical tactile sensors on its fingertips, it can sense touch and leverage this ability to automate intricate tasks. It is particularly used in bento assembly lines, handling irregularly shaped components to precisely arrange food in bento boxes.

[Image: A robotic arm equipped with FingerVision’s tactile sensors]

Kailas Robotics’ MobiRobo is an ultra-light, high-precision mobile robotic arm that stands out for its mobility and versatility, unlike traditional heavy and stationary robotic arms. This innovative design expands its usability across diverse work environments, setting a new standard in robotics technology.

[Image: Kailas’ ultra-light mobile robotic arm, MobiRobo]

3. Mobility: The Vision for Future Transportation and Smart Cities

Mobility was a central theme at CES 2025, with a focus on sustainable transportation such as autonomous vehicles, urban air mobility, and electric cars. Unlike last year, this year saw a shift toward highlighting in-car software and infotainment systems, alongside autonomous driving and vehicle manufacturing, presenting a fresh paradigm for the mobility industry.

A New Paradigm for Autonomous Driving: Robotic Taxi Innovation

Amazon’s autonomous vehicle subsidiary, ZOOX, has started trial operations in Las Vegas after launching in San Francisco. ZOOX’s ads were also prominently displayed outside the CES venue. What sets ZOOX apart is its 360-degree design, enabling the vehicle to drive in any direction. The vehicle’s unique square shape, with no steering wheel, driver’s seat, or accelerator pedal, immediately captures attention. Inside, passengers face each other, and each seat features a controller for managing route navigation, temperature, music, and other settings, providing a futuristic and user-centric experience. ZOOX’s design stands out as a remarkable combination of innovation and practicality.

[Image: The exterior/interior of Amazon’s ZOOX currently in trial operations in Las Vegas]

Google’s autonomous driving technology company, Waymo, has unveiled its latest autonomous software, the 6^th generation ‘Waymo Driver.’ Built on nearly 25 years of accumulated autonomous driving technology, Waymo currently operates services in four U.S cities (San Francisco, Phoenix, LA, Austin) and plans to expand to Detroit and New York. In the future, Waymo will also introduce Zeekr RT and Hyundai Ioniq 5 models equipped with the 6^th generation Waymo Driver. Through technological evolution, Waymo is accelerating the future of autonomous driving.

[Image: Hyundai Ioniq 5 equipped with 6th generation Waymo Driver model]

A New Paradigm in Autonomous Driving: Agricultural Innovation

Traditional agricultural machinery companies like Daedong and KUBOTA are introducing innovative autonomous driving technologies and AI into the agricultural industry to address the labor shortage caused by aging populations.
Daedong’s AI tractor and multifunctional agricultural robot have set a new paradigm in agriculture, where manual labor is traditionally essential. The multifunctional robot, demonstrated in strawberry farming, shows how its AI software understands voice commands and senses its environment to autonomously perform various tasks. From transplanting strawberry seeding to thinning and removing runners (unwanted branches), this robot manages all stages of strawberry growth, highlighting its potential to greatly enhance agricultural efficiency.

[Image: Daedong’s AI tractor and multifunctional agricultural robot]

KUBOTA’s KATR robot boasts powerful performance, capable of operating even on rugged terrain. It has a maximum load capacity of 240kg and features stability control, ensuring high operational efficiency across various environments. Additionally, the robot undergoes continuous upgrades based on VoC (Voice of Customer) feedback, offering solutions that are increasingly optimized to meet user needs.

[Image: Kubota’s 4-wheel robot, KATR]

A New Paradigm for Mobility Enterprises

Hyundai Mobis’ holographic windshield transparent display technology is an innovative system that can display driving information, navigation, videos, and more on any part of a vehicle’s glass. Utilizing HOE (Holographic Optical Element) technology, a specialized film leverages the diffraction of light to project images optimized for the positions of the driver and passengers. Notably, it can implement a privacy display feature, offering different content to the driver and front passenger. When applied to side windows, it provides an experience similar to a smartphone’s edge screen. This technology demonstrates the potential to elevate the in-car digital experience to the next level.

[Image: Hyundai Mobis’ holographic windshield transparent display technology]

4. Digital Health: The Healthcare Revolution led by AI and VR

CES 2025 showcased the integration of AI, VR, and digital health technologies, redefining the future of healthcare. These advancements boost diagnostic precision, enable tailored treatments, and drastically enhance accessibility to healthcare services.

Hanyang University’s Play Lab unveiled TD², a digital therapeutic device for tinnitus treatment. Utilizing psychological therapy, this device combines virtual reality technology with a sensory feedback system to help alleviate tinnitus symptoms and improve patient’s cognitive abilities.

[Image: Demonstration of Hanyang University’s digital tinnitus treatment program]

D&C Biotechnology’s URINE CHECK-ER is the world’s first cup-style urine analyzer, offering a more hygienic and simplified alternative to traditional strip-based testers. It allows users to perform urine tests at home with medical-grade accuracy. The device pairs with an AI-driven mobile app to provide health insights, disease detection, follow-up test recommendations, and links to nearby healthcare providers. This functionality is expected to support easy access to professional medical services in telehealth environments.

[Image: D&C Biotechnology’s URINE CHECK-ER]

Samsung SDS at CES 2025

Hyperautomation Realized Through AI Agents

At CES 2025, Samsung SDS presented a holistic vision for corporate innovation through AI technology and hyperautomation solutions. At the exhibition, Samsung SDS showcased its flagship AI agent—Brity Copilot, FabriX, and Brity Automation—as key enablers of digital transformation, driving greater operational efficiency and productivity. Powered by AI agents, these solutions go beyond simple automation to support strategic corporate operations and decision-making processes, shaping the future of business.

[Image: Samsung SDS Media Day]

Brity Copilot: Global Collaboration and Personalized Work Assistance

Brity Copilot, a generative AI-powered work assistant, takes global collaboration and personalized work support to the next level. With advanced speech recognition, it accurately understands context and nuances, while its real-time multilingual voice translation eliminates language barriers. This enables seamless collaboration for enterprises with teams across the globe.

Brity Copilot maximizes the effectiveness of collaboration and information sharing among teams by automatically generating minutes after meetings. Brity Copilot, a personalized AI agent, learns users’ work data and offers tailored support. It also maintains productivity in the absence of users by completing tasks on their behalf. Plus, it provides advanced services that meet the requirements of specific industries and organizations by learning each company’s technical terms and processes.

Brity Copilot optimized for the digital environments of businesses is an innovative solution for boosting global collaboration and the efficiency of personalized tasks.

[Image: Demo of Brity Copilot]

Learn about Brity Copilot Consult Brity Copilot experts

FabriX: Reliable and Flexible AI Platform

More than generative AI, FabriX is a platform seamlessly integrated with internal systems and a key solution for business data protection and utilization. Based on advanced security policy and optimized AI tools, it protects sensitive data safely and minimizes security risks that may arise when processing data.

Moreover, FabriX ensures flexibility so that new technologies and features can be easily introduced by integrating internal legacy systems with external data while maintaining the legacy systems. This improves data connectivity and drives practical and implementable insights, eventually increasing the value of business operations.

FabriX allows various LLMs such as ChatGPT, Samsung LLM, and DALL-E to be flexibly utilized according to circumstances. Such expandability supports diverse tasks including text generation, image processing, and multi-language translation, boosting enterprise productivity and competitiveness.

FabriX which ensures data security and flexibility has become an essential platform for enterprises that accelerate digital transformation.

[Image: FabriX Demo]

Learn about FabriX Consult FabriX experts

Brity Automation: Innovation in Business Automation

Brity Automation is an AI-powered solution for automating repetitive and complex manual work, improving the operational efficiency of businesses. Using AI-powered document processing technology, Brity Automation automates processes, such as data input, validation, and classification, dramatically reducing processing time with minimal human intervention.

The solution integrates conventional RPA (Robotic Process Automation) services with generative AI to automate simple tasks and respond to complex and strategic tasks. For instance, it extracts and analyzes key information from large-scale documents, automatically processes clients’ requests, and flexibly responds to real-time changes in business requirements.

Brity Automation is designed as an advanced AI agent that can be used for business analysis, financial reporting, and compliance. It also processes sensitive data and fulfills businesses’ security requirements, achieving high reliability. As a result, enterprises can boost productivity and accuracy while accelerating digital transformation.

Brity Automation is an innovative tool for business automation that ensures both efficiency and security and is an essential solution for businesses today.

[Image: Demo of Brity Automation]

Learn about Brity Automation Consult a Brity Automation expert

Samsung SDS Hyper Automation Solutions

Hyper Automation solutions of Samsung SDS effectively perform core tasks for enterprises, including global collaboration, data integration, and business automation, through AI agents.

FabriX, a generative AI-based platform, offers advanced multi-agent features that resolve complex issues through communication between multiple agents.

Brity Copilot offers an AI-based agent service and simultaneous interpretation/translation service that supports more than three languages.

Brity Automation is a solution that combines generative AI with RPA technology, automating repetitive and simple tasks.

Beyond simple automation, Samsung SDS’s Hyper Automation solutions have become a key tool that accelerates digital transformation by supporting efficient business operations and decision-making.

[Image: Samsung SDS Employees at CES 2025]

Epilogue: Wrapping Up an Innovative Journey at CES 2025

CES 2025 was a stage where we could get a glimpse of how technologies will change the future, not simply showcasing the latest technologies. Above all, the event confirmed once again that technology is a tool that enriches our lives and makes a better world.

In particular, Samsung SDS’ Hyper Automation solutions garnered worldwide attention, offering a valuable opportunity to strengthen global networks and collaboration.

On my way back from CES 2025, I was filled with new ideas and insights. I reaffirmed that technology is the key to improving human life, solving global challenges, and unlocking a better future. Let me wrap up this journey looking forward to another moment of innovation at the next CES.

[Image: View of CES 2025]

References
[1] CES 2025 Official Website LINK
[2] Samsung Electronics Official Website LINK
[3] SK Official Website LINK
[4] Daedong Official Website LINK
[5] NVIDIA Blog, CES 2025: NVIDIA CEO Jensen Huang, “AI is progressing at an incredible pace.” LINK
[6] Hyundai Mobis Official Website LINK

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Hyerim Hong

Samsung SDS Digital Marketing Group

Hyerim has spent years uncovering and delivering stories of diverse customers across global markets as a digital marketer. She has focused on building in-depth customer relationships through genuine communications based on analysis of trends and data as well as creativity.