CTA: How CES will be new and different in 2024

07 January 2024
CES 2024 will have more than 130,000 attendees and nearly 5,000 companies and startups at the largest trade show in the world. Source: CTA

The Consumer Electronics Show (CES) is the largest trade show in the world, boasting more than 130,000 attendees and thousands of global companies and startups.

The show was setback in 2020 when the COVID-19 pandemic caused it to be conducted virtually. This is year two after the show went back to fully in-person and the event is expected to be bigger than ever before.

Kerri Haresign, senior director of technology and standards at the Consumer Technology Association (CTA), the organization that puts on CES each year, took some time from her busy schedule of preparing for this year’s event to talk to Electronics360.

1. CES 2024 is shaping up to be once again the largest event of the year. What can we expect from the show this year and who will be there?

Kerri Haresign: We are anticipating 3500+ exhibitors, 1000+ startups and 130,000+ industry professionals, no other event compares to the magnitude of CES with B2B and B2C customers. CES is where global business gets done with the average attendee holding 29 meetings while at the show, making it not only the most impactful but also one of the most effective global business events you can attend. The 2024 show will bring global brands such as Amazon, BMW, Bosch, Caterpillar, Google, Honda, Hyundai, Intel, John Deere, LG, L’Oreal, Mercedes, Panasonic, Qualcomm, Samsung, Sony and Vizio.

2. CES is an automotive extravaganza with several innovations routinely being shown. With the rise in electric vehicles (EVs), do you expect this to be a main attraction this year?

Haresign: We expect to see the latest in EV technology from cars to delivery vehicles and beyond. West Hall will feature nearly 300 exhibitors. From automotive tech to self-driving and EVs and personal mobility. Exhibitors like HD Hyundai, BMW, Bosch, Mercedes and more.

3. What can CES 2024 attendees expect to be different about this year’s show?

Haresign: Some exciting new things for CES 2024 include beauty tech, officially being part of the show and food/ag tech will expand to include the CES Unveiled Las Vegas having a tasting area. We are excited for a number of new exhibitors, including Supernal (advanced air mobility), Kubota (ag tech), Schaeffler USA (automotive), and Sony Honda Mobility. Lastly, some exciting companies on the keynotes include L’Oreal CEO Nicolas Hieronimus and Elevance Health CEO Gail Boudreaux.

4. What other emerging technologies do you expect will be popular at CES this year?

Haresign: Artificial intelligence (AI) will play a major role at CES and throughout 2024. As a key ingredient technology, AI will continue to revolutionize every global industry including healthcare, transportation and education. Sustainability will also be an exciting trend with companies making a positive impact through innovations in energy/power, food tech/ag tech, resilience, smart cities, clean water and more. Personally, I am excited to see digital health technology where innovation is lowering costs, improving health equity and empowering consumer to take control of their health.

5. Adena Friedman of NASDAQ will be one of the keynote speakers during the show. How important is technology used to fight financial crime and cybersecurity becoming at CES?

Haresign: With phishing, ransomware, denial of service and other types of attack already offering lucrative financial gain and other returns to the perpetrators, AI represents the next frontier in cybersecurity. Leading cybersecurity companies such as CrowdStrike use AI to identify and manage threats. At CES, George Kurtz, CrowdStrike CEO and co-founder, discussed cybersecurity trends and challenges with Jen Easterly, director of the Cybersecurity and Infrastructure Security Agency (CISA). Among the many topics they considered were strategies for handling radical shifts in the cyber-threat landscape.

6. There has been much talk about advances in AI across all industries. How is the CTA using AI at CES?

Haresign: AI capabilities are becoming more integrated into many aspects of our everyday life. Consumer technology companies at CES are using AI to develop products and services that are more intelligent, responsive and personalized to the needs of their customers and other users. Agriculture, accessibility, healthcare and semiconductor businesses are among those incorporating AI to help solve efficiency and societal challenges.

7. Home appliances (refrigerators, ovens, microwaves, washers and dryers) are becoming smarter every year, and CES is a huge appliance showcase. What kind of new innovations will we see this year?

Haresign: Whether looking to reduce energy consumption or strengthen security, homeowners are redefining daily life with smart home technology. One of our featured sessions, The Whole Home Experience, will share a vision for home-focused tech across the various ecosystems, Including new use cases and support for the complex network at home.

8. The Internet of Things (IoT) pavilion was expanded this year to accommodate even more vendors. Why is this market growing so substantially and so quickly?

Haresign: Rapid digitalization across industry focus areas, increasing adoption of smart connected devices, and technological advancements have spurred the growth of the global IoT market.

9. In a post-COVID world where the show had to be virtual to today where more people are coming than ever before, how has CES 2024 changed since 2020?

Haresign: CES is stronger than ever, the pandemic accelerated the trend of technology adoption across the globe. We are anticipating 3500+ exhibitors, 1000+ startups and 130,000+ industry professionals.

CES 2024 takes place on January 9 through January 12 in Las Vegas.

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