Let’s imagine – Ahmed is at home, pondering what to prepare for dinner. Confused, he turns to his smart fridge and asks, “What can I make with what I have?” Within moments, the fridge scans its contents, analyses possibilities, and suggests a recipe. What may have seemed futuristic a decade ago is now a reality.
While Ahmed cooks, his wearable device reminds him of plans he discussed earlier with his friends and even sets notifications for upcoming tasks. Later, his elderly mother receives a Tombot robotic dog—a lifelike companion designed to provide emotional comfort. The robotic pup wags its tail, responds to her voice, and mimics the companionship of a real pet. Ahmed himself browses recipes using a HoloDisplay, which projects options directly onto his kitchen counter—no screens, no distractions, just seamless interaction.
These scenarios are no longer science fiction. They represent the AI-powered experiences unveiled at CES 2025, showcasing how AI has matured from a buzzword into a critical backbone of modern life.
From hype to ubiquity: AI in everything
At CES 2025, AI was no longer confined to smartphones or social media—it permeated the everyday. Consider Samsung’s AI-enabled refrigerators, which suggest recipes based on their contents, or LG’s smart TVs, which personalise content recommendations to fit viewers’ preferences.
These innovations demonstrate how AI is seamlessly integrating into homes and lifestyles, offering convenience, efficiency, and personalisation. The challenge for brands lies in simplifying AI interactions to feel as intuitive as asking a fridge for meal ideas or relying on a wearable to organise daily reminders. Can brands design AI-driven solutions that are natural, engaging, and indispensable in everyday life?
From automation to ethical augmentation
AI’s role has evolved from mere automation to enhancing human capabilities in meaningful ways. While automation is relatively simple, ethical augmentation requires deeper thought, responsibility, and innovation.
One standout example at CES was Google’s Gemini AI, an assistant designed to streamline productivity across devices while respecting user preferences. Gemini is more than a tool—it is a collaborator, enabling users to achieve more while prioritising trust, transparency, and individual needs.
Source: Android Authority YouTube Channel
For brands, this poses a critical question: Can AI solutions move beyond convenience to empower users, foster trust, and enable human-centric interactions? The focus must shift from shortcuts to meaningful experiences that enhance daily life.
From digital to physical: AI takes shape
AI is moving beyond screens and into the tangible world, bringing its capabilities to physical products. For example, Henkel’s SmartWash uses AI to optimise detergent dosing, reducing waste and ensuring customised laundry care.
Source: PRNewswire
Similarly, the Bee Pioneer wearable listens to conversations and translates them into personalised reminders and insights.
These innovations show that AI’s potential isn’t limited to digital interfaces. The question for brands becomes: How can they move beyond traditional screens to offer AI-powered tools that deliver measurable, real-world value?
From intimidating to playful: redefining robotics
Robotics is undergoing a transformation, shedding its industrial image in favor of human-centered design. For instance, Tombot’s robotic dog provides companionship to individuals with cognitive challenges, mimicking the warmth of a real pet.
Similarly, TCL’s AI-powered companion robot uses expressive digital features to bring joy to family life.
The shift from utilitarian robotics to approachable, emotionally engaging companions opens new possibilities for brands. How can they design technology that resonates emotionally, creating bonds that go beyond functionality?
Source: Tombot Kickstarter
From interfaces to invisibles: rise of ambient technology
As screen fatigue continues to grow, CES 2025 responded with ambient technologies designed to integrate seamlessly into everyday life. Corning’s Dynamic Décor hides car dashboards behind sleek surfaces, revealing controls only when needed.
Source: CES.tech
Samsung’s HoloDisplay allows users to control kitchen appliances through gestures or voice commands, eliminating physical distractions.
This shift signals a broader trend: technology that adapts to users, disappearing into the background to offer effortless convenience. For brands, the challenge is clear: Can they create experiences as seamless and intuitive as a gesture-controlled display or a hidden dashboard?
What’s next for brands?
The key takeaway from CES 2025 is unmistakable: AI has become ubiquitous. It is empowering human potential, bridging the gap between digital and physical, and driving innovations that are not just functional but deeply human.
For brands, this is an opportunity to rethink how they create value. Whether through connected homes, playful robotics, or invisible interfaces, AI is reshaping customer expectations. The future belongs to brands that can disrupt the ordinary and embrace AI to craft meaningful, engaging, and impactful experiences.
At TBWA\Raad, we see this moment as a call to action — to use creativity, boldness, and innovation to shape the next chapter of AI-driven storytelling. The future isn’t just approaching; it’s already here. Let’s make it extraordinary.
By Noah Khan, Regional President of Digital & Innovation – CEE, Middle East and Africa, TBWA & Rony Skaf, Executive Digital Director, TBWA\Raad
