1、1CES REWIND 2024CES 2024 Rewind:All the Intelligence,Artificial and Otherwise6 Emerging Themes from the Consumer Electronics Show2CES REWIND 2024All the Intelligence,Artificial and Otherwise Every year CES gives us a window into a future that blends aspects of what our future will eventually look li

2、ke in a matter of years and a what if version of the future populated by experiments that never fully take off or perfectly working gadgets that are simply rendered irrelevant over time by the competition or a particular market context.But beyond being a crystal ball of sorts,CES is also,and maybe m

3、ost importantly,a mirror.It reflects upon us the challenges that as consumers and marketers we feel are not yet fully solved,by virtue of showcasing how products in different spaces are looking to innovate or fully revolutionize their category.It amplifies the hopes,fears,and anxieties we attach to

4、the next wave of technology innovation by putting the art of the possible in the spotlight.2023 was marked by major reflections on where technology should and should not go,with the burst in Chat GTP adoption and the public debate in the industry and in media outlets on the perils and opportunities

5、AI brings to the fore.Thus,we walked into this years CES with this underlying question in the back of our minds:where is the right balance between human and machine?Will there be a balance between innovation at the service of human need and were doing this because we can.In our analysis of emerging

6、trends from CES 2024 curated for the benefit of marketing leaders,strategists,and practitioners,we tried to go beyond listing the coolest gadgets showcased at the show,but rather discuss how aspects of the human experience will potentially be enhanced or disrupted by this new wave of AI-powered inno

7、vation,what this will mean in terms of our overarching relationship with technology and imagine how brands will be able to play into this landscape.relationship with technology and imagine how brands will be able to play into this landscape.INTRODUCTION3CES REWIND 2024Our themes from the show:THEME

8、1 Anticipation is Seductive:Knowing without asking creates powerful bondsTHEME 2 Disruption Doesnt(Always)Win:The quickest way to relevance is often by flowing into existing behaviorTHEME 3 Escape Invisible Traps:Questioning how its done can unlock opportunitiesTHEME 4 Mixed Reality:Mixed applicatio

9、ns,mixed adaptionTHEME 5 Connected Living:Bringing up BoomerTHEME 6 Made to measure:Capturing consumers with custom commerce4CES REWIND 2024Anticipation is seductiveKnowing without asking creates powerful bondsCES is largely an exercise in showing off products or ideas that will somehow speak to peo

10、ples motivations to accomplish a task around the house,or improve their business,or even address more emotional needs like loneliness.Psychologists have long tried to understand what motivates people just as technology has tried to provide products that tap into those motivations.One framework for u

11、nderstanding human motivation is called“Self-determination Theory.”It posits that humans have three psychological needs for optimal well-being:Autonomy:The need to experience a sense of choice and control in ones activities.Competence:The need to feel effective and capable in what you do.Relatedness

12、:The need to experience a sense of attachment and intimacy.Much of technological advancement has spoken to Autonomy(giving us the ability to make more and better choices),and Competence(helping us be more effective and efficient).But with the rise(and ubiquity)of Artificial Intelligence were seeing

13、more and more products attempt to add an element of relatedness.They are relating in more natural language of course,but also theyre increasingly able to ANTICIPATE and identify needs that have not yet been articulated specifically by a user.And that can change how interacting with the product feels

14、 it changes not just the efficacy of the interaction,but the quality of it.Think about when a friend of yours knows about an accomplishment of yours(say a milestone,or promotion)and goes ahead and plans a party on your behalf without being asked.The event makes you feel good,but it also deepens the

15、bond between you and that person.Products(and brands)that are able to do something like this have a powerful opportunity to deepen connections with users/consumers to feel more related,more intimate and personal.Here are some examples from CES of technology not just addressing what you want/need now

16、,but what you WILL need in the future:THEME 1Source:Dentsu5CES REWIND 2024Optimizing the value chainAmazon AWS invested heavily in promoting its solutions for the automotive industry at CES this year.It was less about selling an automobile on the Amazon platform(although they are experimenting more

17、with that)but rather working with automotive manufacturers and transportation industries to modernize every step of the value chain.With their marketing cloud,they can use signals from consumers(such as what products theyre browsing on Amazon)to predict who may soon be entering the automotive market

18、,so companies can begin to reach out to those qualified consumers BEFORE the consumer may even begin looking in earnest.Additionally,they were showing demos of“Predictive Maintenance.”Using AI and Machine Learning they are able to predict when a particular vehicle or component is nearing the end of

19、its life or under stress.Then they can even dispatch replacement parts and repair team to address the issue BEFORE it causes any negative impact.Theyre starting with industry(think fleet management),but you can imagine this kind of service eventually becoming available to consumers.Prior-Day Deliver

20、yThis was the first year that Walmart had such a significant presence at CES,constructing a multi-story structure out in the lot adjacent to the Las Vegas Convention Center.Buried under their talk about drone delivery,bringing the best of e-commerce(no lines,personalized recommendations)to stores an

21、d the best of stores(try on,customer service)to e-commerce was a new addition to their InHome offering.For a while,Walmart has had a program where an associate will not only deliver groceries to your home,but place them directly into your pantry or refrigerator.At CES they added a new element called

22、 InHome Replenishment.Using AI,Walmart will learn your consumption patterns(how often do you purchase milk or eggs?When do you purchase something like ice cream vs.hot chocolate?)and try to anticipate what you will run out of or need next.Then,without having to implicitly order anything,the products

23、 you need will come directly to your pantry or fridge.No more of the agony of discovering youre out of milk for your morning coffee,or missing out on a frozen treat on a hot summers day!Knowing Humans Better Than They Know ThemselvesBlueskeye AI,a company out of the UK,has been working to perfect vo

24、ice and face sensing artificial intelligence to interpret what they call“medically relevant behavior.”For example,theyre currently working with The National Health Service Trust on clinical trials around populations at high risk for depression(such as pregnant and post-natal women).Using their techn

25、ology they are able to identify(using the tracking of facial expressions)which people are heading towards depression often before the individual is aware of it,and long before they might seek out help.In this way,the patient can receive intervention much earlier,with fewer resources,where the outcom

26、es are significantly better.Source:Walmart6CES REWIND 2024What brands should do:Brands are often(not wrongly)focused on serving the needs of their constituents,while effectively and efficiently delivering what consumers ask for.And doing that well can be a differentiator.However,the more we can go b

27、eyond that to successfully understand and address needs WITHOUT specific direction the more powerful your ties to a consumer can become.Think about how many people feel about a brand like Spotify.That feeling is less about their ability to stream music on demand,but how it starts to feel like it KNO

28、Ws you as it recommends not just the music you like,but the music you have not yet heard,havent specifically asked for,but WILL like.Some questions,as a marketing that we might ask ourselves to take more advantage of the seductive power of anticipation:How are you learning about your customers?And h

29、ow their needs are evolving and changing?Do you know enough about them to anticipate their needs?Can you?How are your capturing and analyzing data to go beyond providing what you were asked for?Further Readings/Viewings:Denstu Consumer Navigator:Generative AI 2023CMO Navigator:Spring 2023 Edition7CE

30、S REWIND 2024Disruption Doesnt(Always)WinThe quickest way to relevance is often by flowing into existing behaviorSo much of the talk around a conference like CES is the hunt for the next big disruption.What new product or technology will change everything?We admire disruption like when Uber upended

31、the transportation sector and see imitators trying to become the“Uber of _”(including one launched at CES called“The Flush App”that is trying to be the“Uber of Restrooms”where a business can“rent”a restroom to a paying consumer who wants to use it.).But so much of what we see at CES is technology sh

32、owing off what it CAN do,rather than what people need(or want)it to do.When looking for the products most likely to be adopted by consumers,its often the ones that understand our behavior and routines,the ones that dont try to create all new behavior,or take up totally different routines.The ones th

33、at add to whats already in place,rather than adding something entirely new.Here are some of the most notable examples of technology finding ways to blend into our lives more than disrupt them from this years CES:THEME 28CES REWIND 2024Making Virtual TangibleDeveloped with the help of a neurologist w

34、ho had been working with amputee patients,this haptic“glove”developed by Afference called The Phantom Glove-allows a user to interact with practically any virtual environment more naturally,creating the sensation of touch while,for example,using virtual controls,or manipulating digital items.Unlike

35、so many of the devices that are trying to add more physical sensations to VR or the Metaverse,this one is very compact and lightweight because it doesnt try to bolt on an array of haptic motors or other mechanisms to mimic touching a real object.It applies a small amount of electrical stimulation th

36、at your nerves pick up and send to your brain.Your brain then INTERPRETS those signals as“touch.”Essentially,this neural interface connects directly with your nervous system to add very convincing artificial tactile sensations to spatial computing.Between Thought and Expression Naqui Logixs Neural E

37、arbuds prototype do far more than deliver tunes or connect to your next conference/zoom call.Theyre designed to give anyone wearing them superpowers over the technology around them.These devices remove the need for a whole range of remotes and screens(and the need to learn how to use them)to become

38、a single control for everything in your digital world.A hands-free,voice-free and screen free human-machine interface,it uses a set of sensors to transform brain signals and inconspicuous facial“micro-gestures”into a nearly limitless set of commands to control all your devices for work,for life,or f

39、or play.You wont even need to ask Siri to do anything,when you can send a silent and invisible command without ever needing to pick up a joystick,control pad,mouse,keyboard,or touchscreen.In their testing with quadriplegic patients,they claim that using these earbuds is providing better control over

40、 devices like a wheelchair or PC than others are seeing with brain implants.Imagine what devices you might want that kind of control of!Wireless EVolution What if charging your EV was as simple as parking?WiTricity is taking on one the biggest hurdles facing EV adoption getting people comfortable wi

41、th the hassle and time it takes to regularly charge your EV-what some call“Charge Anxiety.”WiTricity have created a wireless charging standard(and hardware)for Electric vehicles.A charging coil receiver is added to your cars battery similar to whats on an iPhone(but much more powerful).Then,by placi

42、ng a charging pad in your garage,or parking spots at your retail location you can turn any parking spot into a charging spot.Just park your car and without having to plug anything in,or take any extra steps,your car begins to charge up.Pull into your garage at night,and your car is automatically ful

43、ly charged when you get back in the morning.They are offering after-market kits to add this ability to cars already on the road,but more importantly,they have begun to work with automotive manufacturers to make this technology standard in future vehicles.Source:Afference9CES REWIND 2024What brands s

44、hould do:The lesson here is that,as marketers and brands its all too easy to approach our challenges from our own point of view.To think mostly about our own goals and what we need to accomplish.To assume that our next brilliant idea will convince everyone to stop what theyre doing and come do OUR t

45、hing.That can sometimes blind us to what our consumer is thinking about(hint:Its probably not our brand or product most of the time).Often,the best ways to accomplish our goals is to find ways to align our work,with consumers needs/wants and routines.The most successful we are at achieving that alig

46、nment,the more we can drive our business.Think about how quickly tap-to-pay has been adopted.Partly because it so seamlessly flows into existing behavior.It uses devices consumers already have in their pockets(and doesnt demand we carry“yet another device”).By removing friction in an intuitive,easy

47、to use way,contactless payments have now become nearly 50%of all in-person transactions globally.Some questions we might ask ourselves to avoid the temptation to merely disrupt are:How well do you understand how your brand fits into peoples daily lives?What processes or routines does your consumer h

48、ave that you might be able to slip into?Can you create processes or products that work with consumers existing behaviors?Further Readings/Viewings:Dentsu Consumer Navigator:Auto&Mobility 202410CES REWIND 2024Escape Invisible TrapsQuestioning how its done can unlock opportunitiesEvery year,much of th

49、e technology on offer at CES is about incremental improvement to what came before the new one is similar to what we saw last year,but a little better,faster,or more affordable).But not everything follows that pattern.In contrast to working within existing routines,the most interesting innovations at

50、 CES often come to be when someone asks a version of the questions,“Do we have to do it the way everyone else does?Does it have to be the way its always been done?”While not present at CES for years,Apple has demonstrated an ability to question“how its done”on multiple occasions.We used to think tha

51、t music lives on media(records,tapes,CDs)until the iPod challenged that long-held understanding(or at least brought it to the mainstream).They did it again when the iPhone cast aside the belief that phones(most devices really)must have buttons.And its possible that they will do it again if they can

52、challenge conventional wisdom about how bulky and isolating VR is with their upcoming Apple Vision Pro headset.Its easy to assume that the things that have not changed because they shouldnt or cant or are already the best way possible.However,CES has a way of showing us,as with many endeavors,how ne

53、w possibilities begin to open up when“the old way”is set aside.Some examples from the show of products that are trying to challenge some form of status quo:THEME 311CES REWIND 2024Untapped App Potential What if we dont need to use apps?This little AI assistant called rabbit r1 made a huge splash by

54、launching at CES this year,selling out multiple batches over a matter of days.The founders believe that while smartphones and apps may be good for consuming media and information,they are far from the best way to accomplish tasks.This little device is about half the size of an iPhone and is equipped

55、 with a small touchscreen,a rotating camera to take pictures and video,a scroll wheel to navigate around,and a push-to-talk button to speak to the AI assistant.Like many devices at CES this year,the AI uses a built-in LLM(Large Language Model)to replace apps,icons,and visual interfaces with natural

56、conversation.But its designed to do much more than answer questions(although it can also do that).Rabbit added what theyre calling an LAM(Large Action Model).It provides the device with access to whatever services you want it to control(think Uber,Spotify,GrubHub etc.)and it will“use”them at your co

57、mmand.Ask it to book you a ride,compose and stream a playlist,or order dinner delivered from your favorite Thai place.Basically,you can teach it to control almost any application or service,and then it will be able to complete tasks on command.Next-Gen RidesharingWhat if a car was built for riders a

58、nd not drivers?Zoox Ride Share-a“mobility-as-a-service”company-set out to make personal transportation safer,cleaner,and more enjoyable within more dense urban environments.They will manage the vehicles(charging,maintenance,etc.),and the driving(all autonomous with remote monitoring in the event the

59、re are any issues),while the rider just pays for the service.When ride-hailing goes autonomous,the form of a car is up for a re-think(even the idea that there is a front or back of the car).This tiny on the outside,spacious on the inside,autonomous vehicle is about to start taking riders around stre

60、ets of some US cities any day now.Deconstructing ConventionsWhat if a keyboard and mouse werent flat,fixed variations of the same kind of input weve been using since the typewriter?Challenging the conventions of how our input devices look and function,Naya a company out of the Netherlands-produced a

61、 modular keyboard designed to maximize comfort and productivity by minimizing hand movement during use.Inputs(track ball,touch pad,etc.)are fully customizable and swappable so that depending on the activity coding,video editing,data management you have the right input tools for the job.Source:NayaSo

62、urce:Rabbit12CES REWIND 2024What brands should do:The lesson here is that we,as marketers,often focus so much of our time working on a small part of our world such as particular advertising or messaging but that leaves so many ideas,processes,or assumptions un-examined and seemingly immovable.We don

63、t even see that which may be keeping us from finding new solutions.Think about how some of the early DTC brands like Warby Parker looked past traditional distribution models.Or how the subscription box businesses mainstreamed a new way to purchase items.Sometimes our job our opportunity-is to invest

64、igate the parts that arent supposed to change to see if something new and better becomes possible when we do.Some questions we might ask ourselves to help us escape those invisible traps are:Are you mostly focused on the same parts of your brand,business,or experiences?Can you identify any assumptio

65、ns the business has that might be ripe for re-examination?Are there ideas or processes that no longer serve you?Have you looked?Further Readings/Viewings:Creativity at a Crossroads:Dentsu Creative CMO Survey 202313CES REWIND 2024Mixed RealityMixed applications,mixed adaption Weve seen augmented real

66、ity(AR)take off at a far greater pace than virtual reality(VR).This makes sense given AR is an interactive technology already built into the devices that consumers use every day(e.g.,smartphones)and can be used with others to enhance experiences.On the other hand,VR still predominantly requires its

67、own headset and is a more isolated experience,mentally moving one consumer from their physical reality to a digital one,albeit isolating them from others in the process.From Tool to Behavior AR isnt a new technology;however,thanks to the consistent integration of AR lenses,generative AI filters,and

68、AR-driven apps into consumers go-to tools,AR is evolving into a phygital behavior more than a technological tool.The idea of projecting a digital version of the world over your physical one has become ingrained within normalized consumer behaviors,unlocking new levels of expectations to utilize AR f

69、or everything from brand-driven experiences to uncovering ingredients in a product,to unlocking new levels of intimacy and sampling.Now,the idea of looking at the world through a tech-assisted lens is expanding further,with products like TCLs RayNeo X2 Lite:the glasses embedded tech powers an onboar

70、d assistant,photo and video capture,ability to view live translations,and display enhanced navigation on the lenses.THEME 4Source:TCL14CES REWIND 2024Form AND FunctionHeadsets,to date,have yet to find the form factor that merges tech supremacy with sex appeal(remember the term Glassholes when it cam

71、e to Googles Google Glass)?For a device to be mainstream,it not only needs to look attractive but also feel comfortable to wear for hours at a time(remember how heavy basic eyeglasses used to be?),not make the user ill from use(a reasonable baseline),as well as offer functionality a consumer cannot

72、access anywhere else at a price point that justifies paying for the device(and any ancillary subscriptions).In other words,devices need to be as aesthetically pleasing,comfortable,reasonably priced,easy to use,and provide the same(if not more)instant gratification as a smartphone.Following into ARs

73、footsteps,the pace and outcome of VRs evolutionary journey into ingrained behavior will depend on the technologys application onto devices that meet these requirements for consumer appeal.In this context,Xreal seems to be walking the path of least resistance,by blurring the line between AR glasses a

74、nd VR headsets thanks to dual 3D cameras up front in its Air 2 Ultra model premiered at CES this year.From Novelty to UtilityThis year,as major players like Apple bring their Mixed Reality devices to the marketplace,we will see if consumers interest follows.More likely,however,what we will see is th

75、e expansion of applications for AR and MR with tangible outputs across gaming and education for various industries.We will see incremental growth around devices that provide specific utility,most likely within the enterprise and medical spaces for education,training,simulations,and specific medical

76、applications vs.the consumer market.Sonys new headset is a significant foray in this direction:an XR head-mounted display aimed at“spatial content creation”,this new gadget is meant to enable creators and artists who manipulate and craft products in virtual spaces.Source:XrealSource:Sony15CES REWIND

77、 2024What brands should do:Play on the home turf.We will see major players like Apple and Meta introduce devices and other technologies,but the reality is,consumers are still finding ways to adapt technologies already built into the devices they own,such as AR within smartphones.At this stage,Mixed

78、reality is no longer about technology for techs sake;its about finding ways to utilize tools consumers have adapted into the ways you unlock utility and brand value.Consider ways to blend physical and digital spaces to bring new dimensions and conversations around your brand.Further Readings/Viewing

79、s:De-risking Web 3.0 and the Metaverse(dentsu)The Pace of Progress:2024 Media Trends(dentsu)16CES REWIND 2024Connected LivingBringing up BoomerSmart homes and connected living initially emerged with a primary emphasis on connectivity,relegating safety to a secondary consideration for consumers.Howev

80、er,this year marks a significant shift as safety takes center stage with the continued proliferation of smart home-like devices.From Prevention to PredictionWere not talking about data security or consumer privacy;those are table stakes.When we refer to security,it goes beyond protection against int

81、ruders;we are addressing personal physical safety and life betterment within personal spaces,such as your home.With the last of the Baby Boomers turning 60 in 2024,this encompasses the integration of age-focused technology to offer advanced solutions,revolutionizing the way older adults experience d

82、aily life,tapping into both passive and active information sharing for better living.This transformation involves the incorporation of robots and mobility aids designed to monitor both in-home and on-the-go health and safety.MiiCare showcased an OS of preventative home-based care,that empowers older

83、 adults via its AI coach and equips caregivers with data-driven wisdom.The goal is to use predictive insights to improve experiences like dischargement,hospital at home,and domiciliary care.THEME 5Source:MiiCare17CES REWIND 2024Catering to Category-Leaders vs.Trend-Setters OnlyWhile plenty of brands

84、 chase youth,its the Baby Boomers set to lead 2024s investment in nearly every category.Baby boomers hold 51%of all wealth in the United States and have the highest net worth of any US generation;to not expand your consumer targeting leaves money on the table.Their interest in maintaining their heal

85、th,as well as recent cultural trends that often bringing Millennials and Gen Alphas(sometimes back)into Boomers homes mean that-while younger generations may be influencing-ultimately the purchase of travel,experiences,automobiles,homes,and everyday CPG purchases is often Boomer-led.We can see home

86、products that merge the culturally hip and the practical like BMind a smart mirror for mental wellness and managing stress,that offers a skincare analysis feature that tells you what products to use and how to take care of your skin,as well as mindfulness routines and an AI voice assistant getting t

87、raction with both audiences over time.Enhance Without Adding ComplexityOften Boomers are not looking for the flashiest technologies;theyre looking for what seamlessly and easily makes life easier.That means doubling down on simple features like universal charging,frictionless commerce without second

88、ary demands like standalone apps,and easy upgrades that make the product worth investing in.An example of this was provided by Volkswagen and the addition of ChatGPT-powered chatbot to their new vehicles,enabling drivers to give voice commands to control the cars infotainment,navigation and air cond

89、itioning,and ask general knowledge questions.Source:VolkswagonSource:BMind18CES REWIND 2024What brands should do:Its all about stealth:Boomers are embracing their life stage,while often picking up the tab for their Millennial children and families.Reconsider how you go to market when it comes to ent

90、ertainment and travel messaging,knowing the range of those paying and attending may vary per household.Boomers walk the line:Theres interest in technology but it needs to be seamless and nonintimidating.Invest in solutions that reduce frictions,not increase them.Think less standalone apps and more c

91、ontactless swiping.Further Readings/Viewings:The Longevity Economy:Unlocking the Worlds Fastest-Growing,Most Misunderstood Market(Joseph F.Coughlin)The Human Dividend and the Evolution of Care(dentsu)19CES REWIND 2024Made to measureCapturing consumers with custom commerce When it comes to consumptio

92、n,consumers simultaneously seek deals and experiences that satisfy financial,physical,and emotional expectations.AI promises differentiation for both brands and consumers through product suggestions,deals,and seemingly customized offerings.While AI itself is intangible,the expectations consumers alr

93、eady have regarding their personal data being used for improved experience design and brand offerings will be heightened even further.As discussed in the dentsu Retail Media Solution Fireside Chats held at CES,there is a demand for every touchpoint and brand message to deliver increased deal-driven

94、opportunities,demand that rather than being unilateral,comes from the brand,the retailer,AND the consumer side.Based on what was showcased at CES,we expect to see massive tech-enabled growth in several spaces:Physical Shopping Becomes More Immersive The act of shopping becomes more than a transactio

95、n;it transforms into an immersive experience.Retailers will focus on creating spaces that engage and captivate consumers,offering not just products but an experience.This trend elevates the customer journey from a mere transactional exchange to a memorable and enjoyable escapade.The key difference f

96、rom past years is the emphasis on personalized customer service over simply entertaining experiences.While tech is integrated into the experience,its more invisible and focused on delivering the end product a personalized experience than touted as the actual reason to show up.Scent-Sation-Loreals in

97、-store immersive fragrance finding experience-is rooted in science and emotion as it connects neuro responses to fragrance preferences through a multi-sensor EEG-based headset to recommend fragrances based on a wearers emotional responses.This type of innovation is taking the sense of inspiration an

98、d discovery that consumers look for when shopping in store to the next level.THEME 6Source:Loreal20CES REWIND 2024Is Omni-case the Future of Omnichannel Shopping?Unlocking the opportunity to enable hybrid capture of consumer dollars,weve been witnessing online-only or D2C brands going offline(and vi

99、ce versa also)in the last few years.This approach will continue this year also,and hybrid shopping is becoming increasingly prevalent,with 54%of consumers expected to prefer both offline and online shopping.Ultimately,consumers preferences when it comes to shopping channels are often tied to the sho

100、pping mindset they are in(do I want to be inspired?Do I just need to re-order more of what I ran out of?Etc.),the need they need to satisfy(ask the store associate how do I?),and what they perceive to be the optimal path to resolution.Ultimately,consumers preferences when it comes to shopping channe

101、ls are often tied to the shopping mindset they are in(do I want to be inspired?Do I just need to re-order more of what I ran out of?Etc.),the need to be satisfied(ask the store associate how do I?),and what they perceive to be the optimal path to resolution.Shoppable TV Move into Holistic Commerce U

102、nder omnichannel,bringing together the best of influence,culture,and CTV,shoppable TV is coming to life in new ways.Provocative in its ability to fuel discovery,spark interest,and almost immediately close the gap between interest and acquisition,shoppable TV will merge the realms of commerce,social

103、shopping,and streaming,introducing innovative ways to redefine what a product integration could look like and deliver.For example,NBCUniversal and Walmart launched ready-for-shopping episodes of Below Deck Mediterranean on Bravo via the streaming service Peacock,enabling viewers to shop for items in

104、spired by the show directly from Walmart,directly from their television.The future of shopping and commerce is a consumer quirk.How,where,when,why,and even who makes the purchases they make varies by day,by need state,by product category,and a nearly endless number of inputs that you can never truly

105、 capture in a spreadsheet.Understanding the underly drivers and key motivators around your consumer can help capture the quirk that drives behaviors and beliefs,and leverage those moments into media magic to connect and drive acquisition.Source:WalmartSource:Peacock21CES REWIND 2024What brands shoul

106、d do:Consumer interest in acquisition can be sparked anytime,anywhere,by nearly anything.Finding ways to show up unexpectedly or drive that interest toward acquisition needs to be faster and more seamless than ever.Retailers must seize this opportunity by fortifying their omnichannel presence.Whethe

107、r through the development of eStores or integration with online marketplaces through POS systems,the goal is to offer customers the flexibility to engage with the brand both physically and virtually.The ability to pair inventory with shopping opportunities requires investment in AI technology that c

108、an provide proper accounting,tracking,and product curation.Showcasing AI investments(i.e.Chatbots)may be another way to let consumers know your brand is modern and future-forward,aligning with how they see themselves.Further Readings/Viewings:Dentsu Consumer Navigator:Retail&Commerce 2023Whats Next

109、in Shopping:The Promise of Proximity(dentsu)22CES REWIND 2024Back to the Present While not all of the innovations we discussed are guaranteed to become part of our lives in the short-term,this years showcase was marked by new ways of looking at how technology plays a role in them.From moving beyond

110、personalization and into the anticipation of consumer needs,to reducing the gap that exists between intention and action,to predicting what type of care we may need,technology is now becoming an active co-author in our behaviors,as opposed to an enabler or a tool we use to react to a need.Furthermor

111、e,experiences that we think about as tech-assisted or tech-enabled are becoming tech-led but human-ingrained in our concept of what our day to day is with next-gen solutions passing the point of no return that separates novelty and early trend-setters from utility and older consumers.Decoding the im

112、plications that are triggered by this encounter between humans and tech can provide marketers with new insights on how the relationship between consumers and brands regardless of the sector they inhabit is also evolving.For more insights on CES,check out Carats latest episode of The Human Element as

113、 we cover the latest innovations we saw live in Las Vegas and the impacts it will have on media.CONCLUSION23CES REWIND 2024Thanks to our contributorsBrad AlperinEVP,Integrated Strategy Lead,dentsuJack BoitaniVP,Content,dentsuDirk HerbertHead of Global Thought Leadership,dentsuMichael LiuEVP,Head of

114、Innovation,Carat USSarah StringerEVP,Head of US Media PartnershipsTommy HuthanselVP,Head of Innovation,dentsuX USWhitney FishmanEVP,Applied Innovation,iProspect USAbout dentsu:Dentsu is the network designed for whats next,helping clients predict and plan for disruptive future opportunities and creat

115、e new paths to growth in the sustainable economy.Taking a people-centered approach to business transformation,we use insights to connect brand,content,commerce and experience,underpinned by modern creativity.As part of Dentsu Group Inc.(Tokyo:4324;ISIN:JP3551520004),we are headquartered in in Tokyo,Japan and our 65,000-strong employee-base of dedicated professionals work across four regions(Japan,Americas,EMEA and APAC).Dentsu combines Japanese innovation with a diverse,global perspective to drive client growth and to shape society.Visit:;.