Porter Novelli Inc.
01/20/2023 | News release | Distributed by Public on 01/20/2023 01:31
10 KEY TRENDS FROM CES 2023
It was great to be back at the Las Vegas Convention Center for CES 2023. This is one of my favorite events of the year, as it provides a near-future preview of technology that will further empower end-users, augment intelligence and experiences through intelligent algorithms and allow us to transport versions of ourselves into digital realms. Here are my ten top takeaways from CES 2023.
Reality, Augmented - The shift to an entirely seamless reality that fuses digital and physical will require a convergence of technology, behavioral modifications, access, and adoption. At CES 2023, the path toward augmented virtuality consisted of advancements from wearables that create haptic feedback in the form of ITRI's Imeta washable shirt to Sony's Mocopi motion capture kit that allows for easy and affordable VTuber motion tracking to quickly port your movement into virtual experiences. The latest advancements in augmented and mixed reality glasses have increased the field of view, more processing power, and seamlessly integrated video and audio, all with a smaller form factor.
Shifting Modalities - Our world today is primarily mobile-centric and desktop for productivity. CES shows a time very soon when we must think about multi-modal experiences. Voice, Vision, and Touch all become a part of a new canvas that we, as marketers, will have available to weave narratives that bridge physical and digital experiences. One of the highlights of the show was OVR technology. They integrate smell into digital and immersive experiences. Another great example was from Microsoft and their partner Touchcast with an immersive store of the future concept.
Empowering Accessibility - The initial wave of technology brings hype and a rush to create relevant use cases. The same was accurate when it came to augmenting reality and immersive experiences. This year, there was a directed focus on creating experiences that empower accessibility.
Beam Me Anywhere - Holograms were core elements of science fiction for decades. Star Trek and Star Wars popularized the concept of weaving holograms into a part of an ongoing narrative. At CES 2023, holograms took significant leaps forward. From photo-realistic, fully interactive experiences that create the illusion of presence anywhere in the world via Proto and ARTH Media to Hypervsn's ever-evolving open-air hologram systems. Holograms are no longer just for science fiction.
AI Everywhere < AI Enhanced - Pre-pandemic, AI was everywhere at CES, and It was more of a label with actual AI models in nascent forms or simply as a marketing ploy for foot traffic. In 2023, AI was indeed the foundation from product innovation to enhanced experiences, focused on delivering ease and convenience via intelligent algorithms.
What is Human? - One of the hottest trends in the pharma space to close out 2022 was the introduction and experimentation of Digital Humans. From medical education to extending the reach and accessibility of field reps, creating digital opinion leaders, scalable HCP communication, and dynamic patient-centric experiences connected to conversational AI. The ability to mix human and digital experiences to extend and scale through digital humans is a crucial trend for 2023.
Digital Doppelgänger - A doppelgänger is a double of a living person. At CES 2023, the ability to create a digital replica took many forms. From quickly scanning your physical appearance for virtual experiences via Copresence, to capturing your likeness and memories via StoryFile, to creating digital reflections of your brain, heart, and eyes by Dassault Systèmes to enhance medical treatment. The role of digitally doubling oneself will be a pivotal on-ramp to future multi-modal experiences.
Empowered Wellness - In previous CES recaps, I have discussed the empowered consumer and a behaviorally driven expectation of control and personalization. In 2023, the focus has shifted towards empowered wellness. Many products, from wearables to gamified health experiences, tap into various personalized data sets that offer customized approaches to counteract fatigue, passively monitor glucose levels without needles, and deploy deep learning AI algorithms that combine computer vision and trend analysis to provide personalized nutrition plans via nail imaging analysis. Each entry in this category is focused on creating relevant, personalized experiences that enhance overall wellness.
Care Anywhere - This year at CES 2023, digital health and therapeutic solutions were front and center. From technology that empowers a patient to direct control of treatment via light therapy to advanced remote care monitoring via AI-enabled wearables and sensors that can passively detect abnormalities tied to various disease states to predict health declines. Preventative care, at-home testing, portable clinical devices, passive adherence tracking, and more will continue to bridge the gap between at-home convenience and FDA-approved digital therapeutics.
Robotic Companions - Physical robots have always been a highlight for me at CES. I seek out the latest robotic advancements, from toy-form factors to utility-centric robots, to humanoid robots, as I look for the next evolution of emotive robotics. I view robotics as a core aspect of what I call the five levels of autonomy, and they will complement conversational AI as well as digital humans on the path toward a Westworld-like future. At CES 2023, one robot in particular bridged robotics with mental wellness and elder care. This robot provides emotional care services, serves as a companion, and offers various activities. The key point is that in addition to the hype around digital experiences, physical robots will also become proxies for customers, patients, and caregivers.
There are many more takeaways from the show. There were trends tied to sustainability, new advancements in the automotive industry, and many more start-ups out of Eureka Park that are early stage but are providing a view into next year's show. The role of digital health across CES, SXSW, and other shows will continue to rise as health and wellness are at the forefront of industry post-pandemic.
Stay tuned for more trend and event recaps.