通過(guò)CES鏡頭看2023年科技趨勢(shì)

THROUGHTHELENSOFCES

JANUARY5-8,2023

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CES(formerlyknownastheConsumer日ectronicsShow),theannual

internationaltechnology,electronics,andinnovationconference,is

recognizedasthemostinfluentialtecheventintheworld,withalegacy

ofservingastheplacebreakthroughtechnologylaunches,global

innovatorscanconnect,andplentyofbrandssettheirblueprintfor

tech-drivencreativityfortheyear.Itsnotjustaboutseeingthelatest

TVscomingtomarket;it'saboutgleaninginsightintowhatthefuture

couldlooklikeforhowwework,play,travel,andliveinthelongerterm.

ThefirstCESlaunchedin1967,with250exhibitorsand17,500attendeesin

NewYorkCity.Thisyear,theconferencefeaturedover1,300exhibitors-

includingmanufacturers,developers,andsuppliersofconsumer

technologyhardware,content,technologydeliverysystems,andmore,

coveringbothtraditionalandnon-traditionaltechnologyproductcategories

rangingfromfintechtoAItoloTtoroboticsandmore-andaimedfor

100,000attendeesfromaroundtheworld.ItalsotoutedtheUnitedStates1

largestautoshow,thankstotheheavypresenceofautomanufacturers

toutingnext-gencars.

WhileCESishistoricallyknowntoprovidealookintothefuture5-10years

fromnow,giventhesenseofurgencyaroundtheeconomy,supply

anddemandstrugglesacrossselectsectors,slowingofventure-capital

fundingforstartups,geopolitics,andemergingspaceslikecryptocurrency

quicklyposingchallengesforgovernments,thisyear'sCESfeltmuchmore

focusedoninstantinnovationopportunitiesbrands,platforms,andmedia

partnerscanleveragein2023.

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ARTIFICIALINTELLIGENCE(Al)

Thedigitalsimulationofhuman

intelligenceprocessesbymachines,CONNECTEDDEVICES

especiallycomputersystems,with

applicationsrangingfromexpertPhysicalobjectsthatcanconnectwitheachother

systemstonaturallanguageprocessingtoandothersystemsviatheinternet.

speechrecognitiontomachinevision.

INTERNETOFTHINGS(IOT)

ADAPATIVEAlDevicesthatconnecttotheInternettooptimize

Evolvesitscodeandcontinuouslyretrainsitsfunctionality(e.g.,smartspeakers).

modelstolearnbasedonnewinputs(e.g.,

experiences,dataprocessed)without

requiringdeveloperstorebuildit,enablingAMBIENTCOMPUTING

theAItoproducefaster,strongerbusinessAlsoknownasubiquitouscomputing,ambient

outcomes(e.g.,improvedbusinesscomputingblendsandembedscomputingpower

processes),resultinginawaytocontinuouslyseamlesslyandinvisiblyintooursurroundings,

improvethecustomerexperienceviareducingfrictionsthatcomewithusingtech-and

offeringslikeAl-drivenchatbotsthatallowingconnecteddevicestoseamlesslywork

continuouslyimprovetheirconversationaltogether.Thinkofambientcomputingasbuildingon

skillswitheveryengagement.loTdevices,focusingontheinteractionbetween

thesedevicesandtheirusersonceconnected.

GENERATIVEAl

Usesneuralnetworkmodelstocreate

somethingnew(e.g.,text,images,video)WEARABLES

basedonwhatisprocessed,hintingthattheTechnologythatisdesignedtobeusedwhileworn.

potentialtoimpactawiderangeofhuman

creativity(e.g.,art,music)andpotentiallyan

opportunityformarketingtechfueledbyTOUCHLESSTECH

generativeAItobeappliedmarketingcontentTechnologythatallowsuserstointeractwith

creation(e.g.,text,audiotracks,images).systemswithoutanyformofphysicalinput.

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圖凹◎虛叵)?ora???

HUMANIZINGTECHTERMS

AUGMENTEDREALITY(AR)NON-FUNGIBLETOKENS(NFTS)

AninteractivedigitalexperiencethatcombinestheCryptocurrency-basedtokenrepresenting

realworldandcomputer-generatedcontenttoaddsomethingunique(e.g.,VirtualartJPEG,

alayerofdigitaloveraphysicalreality.ThinkofARDigitalGIF,digitalvideosandaudio),

astransformativeandVRastransportive.makingitthesubjectofdigitalsmart

contractsthatrepresentownership.

VIRTUALREALITY(VR)

METAVERSE

Adigitalsimulatedexperiencethatutilizeshardware

tocreateasenseofbeingimmersedinafullyvirtualImmersivedigitalexperiencesenabling

world.social,gamingandaccesstovirtualworlds

withthepotentialtobridgethedigitaland

physicalworlds.

WEB3.0

Evolvedstateoftheworldwidewebtoutinga

blockchain-powereddecentralizedecosystem.ItisINTEROPERABILITY

designedforanyonetointeract,create,socialize,

etc.,andisaseamlessfusionofbothphysicalandWhenviitualidentities,experiences,

digitallives.economies,avatars,etc.canfreelyand

seamlesslymovebetweenmetaverse

projectsandplatforms.

CRYPTOCURRENCY

Digitalversionofcurrencyusedtobuyandsell

goods/servicesusinganonlineledgerwithstrongPHYGITAL

securitytokeeponlinesales/purchasessafe.Describestheintegrationofphysicaland

digitalelementsintoanexperience

(e.g.,aretailorshoppingexperience).

syecK(^stpartneredwiththeWorldAcademy

可但麗science(WAAS)tohighlighttheroleof

tech?logyjnsupportoftheUnitedNations'efforts

toa^onde*"humansecurity."

Alsoknownashumanrightsforallpeople,<4humansecurityisdefinedas

wpeople-centered,comprehensive,context-specificandprevention-oriented

responsesthatstrengthentheprotectionandempowermentofallpeople.”

suchashumanrights,includingaccesstofood,healthcare,cleanairand

water,alongwithpoliticalandsecurityrights.AsGaryShapiro,Presidentand

CEOoftheConsumerTechnologyAssociation,explained,"'Techinnovation

givesusthetoolstoworktowardabetterworldandhasalwaysbeenthe

catalystforhistoricchange.Nowmorethanever,peoplearelookingtothe

techindustryforleadershipaswedevelopcreativesolutionstotheworld's

greatestchallenges/Inafutureofuncertainty-economic,geopolitical,

physical,emotional-technology-enabledempathyiscritical.

ThosecreativesolutionsarepredicatedontechnologieslikeAI,whichenable

techtoolstocontinuouslylearnwithuseandimprovetheiroffering.We're

seeingspecificcriticalAIconceptsemerge,Adaptive&Generative,bothof

BETTERLIVINGwhichofferdifferentwaysofdeliveringimprovedbusinessresultsand

intrinsicallypersonalizedcommunicationstrategies,inefficient,constantly

improvingways.

THROUGHRegardlessoftheAIortechtoolsyourbrandexperimentswiththisyear,

recognizethateveiyonehastheability,andtheresponsibility,tosupport

consumers,(overtorsubconscious)desiresforbetterliving,especiallyifit's

TECHNOLOGYbetterthroughtechnology.

01SUSTAINABILITY：SUPPORTINGTHEPLANET&THEBOTTOMLINE

02TOUCHLESS：REACHOUT(BUTDON,T)TOUCHMEWeliveininterconnectedtimes;ourtechnologyreflectsthat.Many

ofthesetrendshavesimilarthreadsrunningthroughthem,suchas

03CONNECTEDLIVING：BREAKINGBOUNDARIESAlzAR,IOTZANDweb3,thatformthefoundationdrivingconsumer

behavioralchangesandtechnologyinnovationsandinventions.For

04EXPERIENTIALLIVING：DESPERATELYSEEKINGMEANINGexample,you'llseethroughoutthesetrendsthatAlislessof

technologytoolandmoreofafundamentalelementforother

：

05HEALTHTECHTECH-ENABLEDEMPATHYtechnologiesandtrends.

06WEARABLES：WEARINGYOURHEART(ANDDATA)ONYOURSLEEVE

Rememberthatthesearetechtrendsthatwillimpactandevolve

07GAMING:ONEFORALL(PLATFORMS)&ALLFORONE(COMMUNITY)consumerbehaviors,investments,andexpectationsnotonlyover

thenexttwelvemonths,but-morelikely-overthenexttwoto

08FUTUREOFWORK：SURFINGTHEWAVESOFWORKfiveyears.Keepinginmindthebiggerpicturewillhelpyourbrandfind

strategicwaystoapplythesetrendsandtheirimplicationstoboth

09METAVERSE：GROWINGROOTS

yourconsumer-facingandinternally-facinginitiatives.

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group現(xiàn)

Keepingpacewithconsumerszinterestinthe

environment,wellseecompaniesandtechnologies

toutingsustainabilityeffortsalongsideperformance

efforts,attemptingtotangiblydeliverontheirclaims

toavoidaccusationsofgreenwashingandprove

youcandeliversuperiorproductwithsustainability

atthecore.

Withmoredevicescomesmoreneedforintothecoreoftheirproducts,notas

managingandimprovingcarbonamarketableafterthoughts.Forexample,

emissions,energyconsumption,LGElectronicshighlighteditscommitment

andwaterusage,presentingauniquetosustainability,showcasingitsESG

issueforthetechindustryatatimewhen(environment-social-governance)vision

sustainabilityisbecomingmorecriticalviaimpactfulinnovationsinits"BetterLife

thanever.forA1Fexhibitspace.Boothvisitorssaw

howmaterialsextractedfromdiscarded

Wesawsustainabilitymindsetsbeinge-wasteatthecompany'sChilseoRecycling

adaptedatCESbyhardwareandsoftwareCenterarebeingusedtomanufactureparts

developers,aswellasthoseworkingtofornewLGproducts.Meanwhile,for

chartnewpathsinemergingterritoriesBelkin's40thanniversary,theyannounced

likeweb3.In2022,theciyptoindustiytheirfirst“responsibly-built”product

tookstepstowardsasustainablefuturewillbeshippingthisyearfromits

SUPviatheblockchainplatformEthereum'ssustainabilityefforttousenotonly

“merge,“transitioningfromaproof-of-73-75%post-consumerrecycledplastics

worktoaproof-of-stakemodelwhich(PCR)initsconsumerproducts,but

THEPLANET&reduceditsenergyconsumptionbyasalsousingplastic-freepackagingfor

muchas99%.saidproducts.

Bothmajorandemergingbrands

showcasedhowsustainabilitywasbuilt

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SUSTAINABILITY:SUPPORTINGTHEPLANET&THEBOTTOMLINE

orawWDS同公前居啟。

TOBRANDS

Consumersareincreasinglytakingenvironmentalissues

intoconsiderationwhenmakingpurchasedecisions.

Understandthatdoinggoodfortheenvironmentisn'tjustdoinggoodfortheworld;

ifsgoodforbusiness.

Consumerswantmoresupplychainvisibility,leadingtomorecuratedsupplyfrom

physicalgoodsmanufacturingtodigitalprogrammaticsupplychains.Understanding

howyourbusinesscanevolveandadaptthesechangesalignsyouwithconsumervalues.

TechnologieslikeARandAIprovidedigitalsolutionsforbrandstooperateandmarket

moresustainability,showingphygitalproofoftheirsustainablecommitments.

Consumersrequirethatanygreen-alignedproduct

orservicematchesthecompetitivemarketplaceEVERYMOVEMENTREQUIRESSOMEONEORSOMETHING

offering;theywon'tinvestinsustainabilityiftheTOSPARKACTION.EDUCATIONISACRITICALSTARTING

experienceisn'tperfect.POINT,BUTOURBESTEFFORTSINDIVIDUALLYWILLBEIN

Positioningyourbrandmessagearoundsustainabilityisn'tsufficient;consumersVAINIFWECAN'TAGREEONACOMMONMETHODOLOGY

wantsustainablyandefficiency.Provingthatgoinggreenerdoesn'tmeanaccepting

anythinglessthananexcellentproductexperienceiscriticalinyourstorytelling.WITHOMNICHANNELCOMPATIBILITY.WECAN'TMANAGE

WHATWECAN'TMEASURE?

-GROUPMCEOKIRKMCDONALD

Interestedtolearnmore?EmailMediaDecarb@groupm.com@AMAZONADSATCES

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SUSTAINABILITY:SUPPORTINGTHEPLANET&THEBOTTOMLINEgroups

F&W◎艮［斤匡匡皿區(qū)L匡層

OPathfinder

Intelligentsnake-likerobotmovesinsidewaterpipeswithout

stoppingwaterdistributiontoprovideactionabledatathathelps

citiesoptimizewaterinfrastructureinvestmentsandminimize

waterwaste.ConsideringaUNreportreportedthatworldwide

waterdemandisexpectedtoexceedsupplyby40%by2030,water

wasteinthesupplychainissomethingthatwecannotafford.

0Goodyear

Prototypetiresare90%derived

fromsustainablematerialsandoffer

lowerrollingresistancethanitstest

referencetires,whichmeansbetter

gasmileageandlongerEVranges.

OConceptLuna—OSchneiderHome

DelFslaptopsolvesfore-wasteviaaclosed-loopsystemLCA60TThedevices-onefortheenduserinthe

forcreating,repairing,andreusinglaptoppartsthanksHelium-filleddirigiblethatoffersproduceaisle,andanotherforthegrowersin

tothemodularlaptop'sabilitytobedismantledinunderverticaltakeoffandlandingandthesupplychain-candetermineproduce

aminute,withnoscrewsrequired.canreachspeedsof60mph.shelflifeinrealtime,tominimizefoodwaste.

group現(xiàn)

Withthereturnofin-personexperiences-working,

entertaining,shopping,etc.,-comesboththedemand

fortheopportunitytoreevaluatealltouchpoints-digital

andphysical-toensureconsumercomfortandsafety,

aswellasfindwaystoimproveuponexperiences.

Amongstthoseconcernsistheabilitytointeract(e.g.,shop,pay,checkinsomewhere)

withoutphysicaltouch,aswellasfindingwaystoensurefinancialanddataprivacyat

atimewherefinancialanddatahacksconstantlymakeheadlines.

Inaworldwherethepandemichasemphasizedconsumerconcernsaroundboth

physicaltouchanddigitalprivacy,plentyofbiometricauthenticationtechnologies

demoedtheiriris-scanningfacialrecognition.Facialandbehavioralbiometricstechgive

industrieslikehospitality,fintech,andretailnewtoolsforaccess,personalization,and

security.Weevensawbeautybrandsprovidingfullmakeoversandskincare

recommendationsviaAIandtouchlessfacialscans.

EventheCTAinvestedinmakingCESatouchlessvenueexperience,including

touchlesssinks,toilets,andpapertoweldispensers,cashlesspaymentsystemsat

venuefoodoutletsandbusinesscenters,touchbadgeprintingatpickup,andother

touchlessofferingsdesignedtofacilitateahealthybusinessenvironment.

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TOUCHLESS:REACHOUT(BUTDON'T)TOUCHME

orawWDSMBWSES

TOBRANDS

Personalpreferencesrequirepersonalizedsolutions.

Understandinghowyourconsumeroptstomovethroughouttheworld-whether

theywantdigital,tangible,ortouchlessexperiences-andhowthosepreferencesvary

dependingonthesituationorlocation-hasanimpactonhowyouconnectwiththem

andofferyourexperiences.

Criticaltothehumanexperienceisourabilitytoadaptandchange.Yourmarketing

strategy(bothonandoffline)mustmatchtheabilitytobenimbleandofferaplethora

ofoptionsatalllevelsofphysical,emotional,andmentalconnection.

Adoptionoftouchlesstechlikecontactlesspayments

willcontinuetogrowinpopularitythankstotheeaseof

beingabletotransactviacard,phone,watch,orother

contactlessdevices.

Mimickingthesebehaviorsshouldbeintegratedintoyourphysicalexperiences,

whetherthafsinteractiveOOH,in-store,orhowanARexperiencemovesfrom

engagingtoacquiring.

TOUCHLESS:REACHOUT(BUTDON'T)TOUCHMEgroups

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