The Consumer Electronics Show (CES) has evolved into a massive global platform where artificial intelligence now overshadows almost every other technology. From smartphones and laptops to refrigerators and cars, AI branding is omnipresent, with companies racing to position their products as “AI-powered,” regardless of how transformative the technology actually is.

From Practical Tools to Marketing Buzzwords

While some exhibitors showcased meaningful applications—such as on-device AI for productivity, accessibility, and energy efficiency—many others leaned heavily on vague promises. Terms like “AI-enhanced,” “AI-driven,” and “next-gen intelligence” were often used without clear explanations, reinforcing concerns that AI is increasingly a marketing label rather than a measurable feature.

Consumer Gadgets Get an Intelligence Makeover

Laptops with dedicated neural processing units (NPUs), smartphones promising real-time generative features, and wearables offering predictive health insights highlighted how AI is moving closer to everyday users. However, hands-on demos frequently revealed incremental improvements rather than revolutionary leaps, raising questions about inflated expectations.

Automotive and Robotics Take Center Stage

Automakers and robotics firms used CES as a launchpad for AI-heavy visions of autonomous driving, humanoid assistants, and smart mobility. Concept vehicles and prototype robots drew crowds, but many remained far from commercial readiness, emphasizing how CES often blurs the line between future potential and present reality.

Big Tech vs Startups: A Contrast in Storytelling

Major technology firms focused on ecosystem-level AI integration, highlighting software updates and long-term roadmaps. Startups, meanwhile, relied on bold claims and eye-catching demos to stand out in the crowded exhibition halls. This contrast underscored how CES rewards spectacle as much as substance.

Rising Skepticism Amid AI Optimism

As AI hype reaches new heights, analysts and attendees alike are becoming more critical. Questions around data privacy, energy consumption, hardware limitations, and real-world value surfaced repeatedly, suggesting that the industry may be approaching a reality check after years of exuberant promises.

CES Reflects the Industry’s AI Obsession

Ultimately, CES serves as a mirror of the tech industry’s priorities—and its excesses. The show confirms that AI is no longer a niche innovation but a core selling point. Yet it also highlights the growing gap between what AI is advertised to do and what it consistently delivers today.