CES 2024: Business tech trends

The world’s biggest technology trade show starts in Las Vegas next week, and we’ll be there. Before the show starts, we wanted to look ahead to the CES 2024 business tech trends. For while the C in CES may stand for consumer, there’s a heap of business announcements at the show too.

For this article, we’ve drawn upon what we know from pre-announcements (currently under embargo) and an interview with Brian Comiskey, Director of Thematic Programs, CTA.

You can listen to the interview in full by downloading the PC Pro podcast. It’s available on all good podcast platforms and directly on Spreaker.

Horizontal business trends at CES 2024

Brian divided trends into horizontal and vertical. We all understand verticals within technology: healthcare, gaming, Fintech to name but three. But there are some emerging technologies that cut across all sectors, improving and changing them.

Here, Brian cited AI, sustainability and accessibility.

Artificial intelligence

AI is everywhere, and CES is no exception. “It’s really important to recognise that we’re coming off a big year of excitement around generative AI,” said Brian, referring to the emergency of ChatGPT, Midjourney and the rest. “CES historically, and this year as well, will be a showcase of the entire AI ecosystem of which generative AI is just a small slice.”

So what announcements can we expect? Certainly there will be news from the chipmakers: AMD, Intel and Qualcomm are all likely to shout loudly about their AI ambitions. We also expect AI PCs to feature prominently from their partners, such as Acer, HP and Lenovo. In short, if you’re buying a business laptop in late 2024 it will be capable of running AI rather than asking requests via the cloud.

For more on this topic, read our guide to three things AI PCs can do already.

Sustainability

Over the past few years, when manufacturers talk about sustainability it has been to do with easy wins. Think 100% recycled packaging, post-consumer recycled plastics (PCR) reducing their CO2 footprint. This year, things will become more serious.

“You’re gonna see alternative power source advancements like green hydrogen, solar, wind,” said Brian in the PC Pro podcast. “There’s even a company from the Netherlands that’s going to showcase harvesting sound waves into electrical energy.”

This emphasis on sustainability echoes what we heard at IFA, the European tech and home trade show.

Accessibility and inclusivity

Similarly to sustainability, accessibility and inclusivity has sometimes felt like a tickbox phrase. But that could be set to change in 2024.

“A good example is Garmin,” said Brian. “They’re bringing their Venu 3 smartwatch. We take for granted that smartwatches and other fitness trackers [count] your steps… the Venu 3, which just won an Innovation Award from us at CES, [has] a wheelchair mode that can actually track fitness and movement for individuals in wheelchairs.”

Vertical business trends at CES 2024

Robotics and automated vehicles

One example of the way AI will affect virtually all areas comes via robots and automated vehicles. A section of one of CES’ biggest halls will include an AI and robotics section, but Brian says AI and robotics will spread far and wide: into autonomous vehicles, into automated industrial equipment, into the tech behind many startups at the show.

“We will have loading technologies from companies like Brunswick bringing electric motors, self-docking technology,” he said, “and then we’re also going to see some of the advancements of air travel.” Look out for Hyundai’s Advanced Air Mobility division, which will showcase its next flying car concept…

Industrial metaverse and digital twins

Thought the metaverse was dead? Nope: it’s merely evolved. “The industrial metaverse is going to be a major tool that’s going to be showcased by Siemens,” said Brian. “It’s their AI-powered digital twin solution in partnership with Nvidia.”

For example, Siemens will showcase its “living heart”, a digital twin of the human heart. “It’s a full-on 3D model and simulation system that helps in product design and physical testing for solutions for cardiological research, to prevent heart disease.”

E-commerce

There has been a clear trend towards companies wanting direct relationships with their customers, rather than indirect through retailers. We expect to see that at CES 2024, with companies such as L’Oreal encouraging customers to upload details (and photos) so they can get perfectly matched make-up.

Similarly, Snap – the AR and e-commerce win of Snapchat – will be at CES to show how it’s using AI to help win sales. We suspect AR fittings of clothing will be one particular focus.

This is just a sprinkling of what to expect from the show, which begins in earnest on Tuesday 9 January. We will update the site with breaking stories, new product releases and interviews over the coming week – and beyond.

Recommended reading: Record number of startups at CES 2024 – but why?