CES 2025: AI Marketing Overshadows Real Innovation at Tech’s Biggest Show

CES 2025 reveals widespread misuse of AI marketing, as companies rebrand existing features and basic algorithms as artificial intelligence.

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Key Takeaways

  • Companies force AI narrative without substance
  • Basic features rebranded as AI innovations
  • Real technological progress overshadowed by hype

Why it matters: As Fast Company reports, the Consumer Electronics Show 2025 revealed a troubling trend of companies forcing AI narratives into products where the technology is either minimal or nonexistent, potentially misleading consumers about genuine technological advancement.

The Big Picture: Major tech companies stretched AI claims:

  • Samsung Display promoted AI without AI features
  • TV makers rebranded existing features as AI
  • Laptop manufacturers added “AI” to product names
  • Smart glasses offered basic chatbot functions (Mashable)

Marketing vs Reality: Companies demonstrated disconnect:

  • Basic algorithms labeled as AI (The Verge)
  • Existing features repackaged with AI branding
  • Limited practical applications
  • Few genuine AI innovations

Industry Impact: Hardware manufacturers struggle to capitalize on AI trend:

  • Limited integration with true AI capabilities
  • Focus on language models over practical features
  • Hardware improvements overshadowed by AI hype
  • Real innovations lost in marketing noise

Looking Forward: While CES showcased impressive hardware advancements in displays, laptops, and entertainment devices, the artificial push to incorporate AI messaging may have done more harm than good to consumer trust in technological progress. 

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