CES 2025 was, unsurprisingly, all about AI. But AI toothbrushes and other gimmicks risk reducing AI to a marketing buzzword and hindering real progress, writes Paul Armstrong

The Consumer Electronics Show (CES), held every January in Las Vegas, has once again cemented itself as the ultimate showcase of technological ambition and absurdity. This year’s defining characteristic was unmistakable: AI dominated every corner of the show, from meaningful integrations to blatant bandwagoning. CES’s obsession with AI-powered everything reflects an industry torn between solving real problems and chasing trends – a tension that demands accountability and deeper strategic thinking. Indeed, it is akin to what a lot of businesses are going through right now with implementing AI in their businesses and strategies. In short, no-one knows what the jobs to be done should be.

With over 138,000 attendees and 2.5m square feet of floor space, CES is a beast that’s primarily for businesses – startups, multinationals, retailers, distributors, and financiers – to see what’s coming and what they should be ordering over the next 12 months. CES is known for hyperbolic launches, transformative prototypes and an overwhelming amount of “innovation” that often feels more like a gimmick with a whiff of desperation.

CES 2025: From gimmicks to breakthroughs

CES has always thrived on its mix of the bizarre and the groundbreaking, and 2025........

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