An AI future is closer than you think.
Imagine a world where technology doesn’t just make our lives easier but truly understands and caters to our individual needs. That’s the future CES 2025 has unveiled – and it’s closer than you think. The dawn of artificial intelligence brought with it a wave of efficiency-focused innovations. But as CES 2025 has shown us, the true potential of AI lies far beyond simple task automation. When we embrace a ‘beyond efficiency’ mindset, we unlock a future where technology enhances our lives in meaningful, personalised ways.
This year’s Consumer Electronics Show wasn’t just about faster processors or smarter gadgets. It was a testament to how AI can foster agency, recognition, impact, and intimacy in our interactions with technology. Let’s dive into the highlights that paint a picture of this human-centric tech future.
“Everyone’s still working out what they’re doing with AI. I think this year’s going to be very interesting to see where that all falls.” Dr Jennifer Luke, University of Southern Queensland
Empowering Individual Agency
The automotive sector led the charge in empowering consumers. As Andrew Hart of SBD Automotive noted, “Technology is not the goal; it’s the enabler. What truly matters is what that technology can do for the person in the car.” This shift from tech-first to consumer-first thinking was evident in predictive navigation systems that save valuable time and reduce stress for drivers.
Recognising Individual Needs
Samsung’s SmartThings ecosystem showcased how AI can recognise and adapt to individual needs across various settings. From AI-powered TVs that adjust to user preferences to smart home systems that monitor residents’ health, these innovations demonstrate a commitment to seeing and valuing each user’s unique circumstances.
Making a Positive Impact
The focus on sustainability and energy transition at CES 2025 highlighted how brands are supporting customers in making a positive difference. Experimental energy solutions and advancements in EV technology show that the tech industry is taking its role in combating climate change seriously, allowing consumers to align their values with their purchasing decisions.
Fostering Intimacy and Connection
Perhaps the most striking examples of intimacy in technology came from health innovations, particularly in femtech. This year’s CES saw remarkable advancements in women’s health technology:
- Femto Technologies’ Sensera: An AI-powered feminine wellness device that adapts to a woman’s changing needs using biofeedback sensors.
- Eli Health’s Hormometer: A saliva-based hormone analysis device that turns smartphones into portable hormone analyzers.
- Vivoo’s at-home health test kit: Focused on reproductive health, offering tests for ovulation, fertility, and vaginal pH.
- Withings’ Omnia smart mirror: Provides comprehensive health reports and vital stats, particularly useful for women’s health monitoring.
- MedicosBiotech’s Cure Silk: A chronic wound care solution combining AI with spider silk protein-based patches.
These innovations show how technology can foster deeper, more authentic connections between individuals and their well-being.
The Future is Human Centric
CES 2025 has shown us that when we look beyond efficiency, we unlock the true potential of technology to enhance human experiences. By focusing on agency, recognition, impact, and intimacy, the tech industry is not just creating smarter devices, but fostering a smarter, more connected world.
It’s clear that the most successful innovations will be those that don’t just save time or resources, but those that truly understand and cater to human needs and values. This beyond efficiency mindset is not just a trend – it’s the future of technology.
“By focusing on efficiency as a guiding principle for AI strategy, brands limit themselves from participating in an unprecedented revolution. To get closer to customers, brands must adopt a ‘Beyond Efficiency Mindset.'” – AI Beyond Efficiency Report, Hotwire and House of Beautiful Business.
How will you and your organisation embrace this human centric approach to innovation?
To start answering that question and creating a human centric AI approach with a ‘Beyond Efficiency Mindset’, download our report AI Beyond Efficiency report, which offers a new framework for brands to revolutionise their value using generative AI.
Join us in embracing this human-centric approach to AI. Let’s create a future where technology truly serves humanity, not just in efficiency, but in meaningful, life-enhancing ways!