It is not what is here. But tomorrow and beyond.
Posted by ASTOUND.EDU - January 17, 2023
Never has technology been more prominent, profiled, and present than at CES 2023.
It was everywhere. Available at every corner, corridor, booth, hall and space.
But what still remains and will always be a consistent thread is how Technology enables the senses, delivers a superior experience, and fosters community.
Truly a connective tissue which creates a better relationship for a brand, business and consumer.
That “story experiences” are a critical part of culture and community.
As we continue to emerge further away from the last couple of years of a global pandemic, we are driven closer together by our human need for story, narrative and shared social engagement.
We realize at ASTOUND that experiences must have purpose, provide meaning, and move us forward. Regardless of the industry, what we do, what we say, and how we express ourselves are at the core of our business.
The theme for CES 2023 was Human Security for All, which focused on fostering collaboration and innovation to improve the human experience, transcending geographical borders and industries. Anchored in the belief that technology can enable positive change for humanity, this year’s CES saw many innovations around digital health, sustainability, connected tech, and advancements in AI and robotics. But perhaps the most noteworthy observation is centered around the understanding that technological innovations are part of a connected, open-source system.
The most successful exhibitors were able to create a human connection by telling visitors a story and taking them on a journey. Whether it be reducing waste or improving personal well-being, the implications of technological innovations laddered up to a greater narrative of bettering one’s life and ultimately society at large.
While at CES, we observed themes that personify how technological innovation is highlighting our connectedness by crafting experiences and narratives around our shared social values.
Smell and touch have entered the metaverse. Immersive experiences stole the show at CES and with the advancement of technologies that include smelling and touching the metaverse, these experiences are going to become considerably more relevant.
These innovations, coupled with new technologies including 3D screens without glasses and hand-free controls of physical and digital products will provide unimaginable opportunities for brands and experiences.
AI is fundamentally changing our relationship with day-to-day products and society at large. A once foreign concept, AI was integral to the many innovations that were featured at CES.
Though AI drove these advancements, exhibitors focused on the real-world applications and presented relevant use-case narratives to showcase the capabilities of their AI-powered products. From lawn mowers to skin scanners, visitors were captivated by seeing how they can utilize these products in their daily lives.
Digital health and wellness technologies were ubiquitous at CES and highlighted a shared human experience. Advanced wearables, brain scanners, and smart toilets were some of the many innovations that aimed to make us healthier. These products collected data and provided metrics to help us better understand our bodies and their needs.
No more is sustainability an afterthought. Companies have moved beyond greenwashing and have embedded sustainability into the ecosystems they are a part of and the ones they are creating. The social and environmental impacts of technology was a consistent theme in the stories that many companies told.
Whether it was the reduction of chemical usage or innovative ways of using microplastics extracted from the ocean, successful exhibitors were intentional about the stories they told. These narratives allowed brands to connect with visitors in an engaging, yet meaningful way, to highlight the importance of sustainability for the future of humankind.
From unifying smart devices at home to technologies that showcased cutting-edge urban solutions, brands highlighted the connectedness of future ecosystems. Driven by the need to optimize operations and resources, reduce waste, and create a more sustainable future, exhibitors presented compelling stories to contextualize these innovations.
Whether showcasing products for the home, spotlighting EV infrastructure, or highlighting the need for net-zero solutions, the narratives told were almost as important as the products themselves.
Immersive experiences, well-articulated consumer journeys, and thoughtful narratives enable us to highlight our shared social experiences and create emotional connections. Brands must understand that they are part of a much larger and ever-growing ecosystem, one that is connected, open-source, and community-driven. For brands to stand out, they must leverage new technologies and innovations to tell impactful stories and showcase their purpose and vision.
In closing, technology in all its shapes and forms needs to remain substantially human. How we interact, consume, and engage as a collective entity will always remain a critical part of today’s evolving society.