At the ongoing Consumer Electronics Show (CES) in Las Vegas, the emerging trends in artificial intelligence (AI) automation for businesses are taking centre stage, with a particular focus on transitioning into what is being termed the "agentic" era. This shift is characterised by the integration of large language models (LLMs) that empower tools to take actions on behalf of users, such as generating complete travel itineraries.
Although the official festivities of CES commenced on Monday, preliminary discussions and presentations have already begun showcasing the impact of AI on various sectors. Companies like Samsung and Google have announced plans to incorporate advanced AI features into their connected TV platforms. However, the initial demonstrations, such as Google’s Gemini reading a news briefing aloud, do not wholly encapsulate the transformative potential of this new era. As the technology matures, the ubiquity and sophistication of LLMs will be crucial for their broader application in daily business operations.
Nvidia, a powerhouse in processor technology essential for AI advancements, utilized its CES presentation to offer insights into the development of agentic AI tools. The company outlined what it describes as “the building blocks for developers to create the next wave of AI applications that will transform every industry.” Aaron Luber, Google’s director of partnerships, shed light on Gemini 2.0, calling it a pivotal advancement that improves the functionality of LLMs: “We think about Gemini 1.0 as that ability to understand information and Gemini 2.0 as finally a moment for it to be really helpful," Luber said.
As discussions surrounding AI at CES unfold across various venues, including the Las Vegas Convention Center and the nearby Aria Resort & Casino, many in the industry anticipate substantive dialogues on the practical applications of AI. Christopher Vollmer, managing director of MediaLink, stated that last year was marked by explorations and potential discussions about AI, emphasising that “it’s quickly become imperative for marketers and media companies to show some real use cases where it’s applied,” highlighting the growing demand for concrete examples of AI utilisation.
While the potential for AI disruption in the advertising and marketing sectors is imminent, Vollmer cautioned that this significant change appears to be several years away. Current propositions indicate that search functionalities will witness the most profound transformations. Nevertheless, the implications of Google’s recent AI-enriched search updates still remain uncertain due to their complex nature.
Deanna Cullen, head of media investment at Wpromote, noted that the industry is currently in a phase of cautious testing rather than full adoption of new AI offerings. "Test the new offering, that’s the theme for the industry,” she remarked, emphasising the slow pace at which companies are transitioning.
In an adjacent discussion, the notion that "everything's an ad network" was echoed by Tony Marlow, Chief Marketing Officer at LG Ad Solutions. He proposed the idea of electric vehicles being fitted with screens allowing users to watch ad-supported content while charging. This proposition sparked dialogue about the evolution of advertising strategies. However, whether this represents a viable advertising opportunity remains contentious.
Uber's JourneyTV product exemplifies the trend of integrating advertising in various environments, with the company reporting significant increases in brand favourability through its in-vehicle viewing experience. Yet, Sarah Ivey, chief strategy officer at Havas Media Network, highlighted a pressing issue regarding the quality of advertising experiences. "I don’t think anyone would look at the advertising industry right now and say, ‘Wow, those are great experiences’,” Ivey remarked, indicating the prevalent dissatisfaction with current advertising standards.
As CES unfolds, the exploration of AI's potential to transform business practices continues, revealing both the excitement and challenges ahead for marketers, advertisers, and tech companies alike. The emphasis remains on developing innovative solutions while addressing the pressing need for improved advertising quality and consumer engagement in this evolving landscape.
Source: Noah Wire Services