CES 2025: What to expect as AI and Trump dominate this year’s show

Artificial intelligence (AI) and novel home technology are stealing the attention of the world’s largest tech conference, the Consumer Electronics Show (CES) as it gears up to officially open in Las Vegas on Tuesday. 

Some 4,000 exhibitors from around 160 countries have set up camp ahead of the formal launch with some companies already announcing new tech releases, but it comes under the shadow of the US’s incoming tariff-threatening president. 

“Last year’s show built off the AI excitement generated by large language model [LLM] development. This year it’s how do you dive in further to that trend and really start to unlock better productivity and better personalisation,” Brian Comiskey, the Senior Director of Innovation and Trends and Futurist at Consumer Technology Association (CTA), the group which organises CES, told Euronews Next. 

“And so I think on the show, it’s about AI agents really helping make workplace environments get more efficient… and then humanoid robots for not just the enterprise story, but even social caregiving as well,” he added.

AI-powered home tech

Ahead of the official launch, Euronews Next viewed AI glasses, an AI watch designed for children, and an AI-enabled bassinet by Bosch, which can detect if a baby is sleeping well and in the right position and can raise the mattress up and down to soothe the baby to sleep.

Large tech companies are also making an appearance with chip maker Nvidia expected to steal the show with its chief executive Jensen Huang giving a rare “do-not-miss” keynote speech.

Nvidia’s rivals Intel, AMD, and Qualcomm are also expected to share their own announcements.

Computers and TVs are also set to be a big theme with Samsung unveiling OLED displays and a budget phone, LG showing off a TV with new AI features, and Lenovo is also tipped to reveal a “rollable” laptop.

“New, glitzy devices usually steal all the headlines, but the processors that power them rarely get a mention. The need for more processing power is driving innovation and disruption,” tech analyst Paolo Pescatore told Euronews Next.

“There will no shortage of new AI-powered devices, especially PCs. It will be a pivotal year for this category as users need convincing of the merits to drive sales”. 

Health tech will also be big at the tech fair with a toothbrush that claims to clean your teeth in 20 seconds and a mirror by French company Withings that can do an ECG and measure the body’s heart rate, body and metabolic composition, and even the number of steps walked. 

Threat of Donald Trump tariffs

As well as tech announcements, the president-elect’s talk of tariffs on US imports is the elephant in the room, though companies that Euronews Next spoke to at CES declined to comment.

The CTA said on Sunday that its research shows that tech products such as smartphones and laptops are threatened by Trump’s tariff proposals, which could lead to a $90-143 billion (€87-138 billion) decline in US consumer purchasing power.

This could mean that purchases of laptops and tablets could drop by 68 per cent, according to the CTA.

“Tariffs are a tax and we are concerned about other countries will retaliate,” said CTA President Gary Shapiro at a press conference on Sunday. 

Tariffs could negatively impact the technology companies exhibiting at CES and in turn consumers that buy these products.

“There are other wide-ranging issues that will need to be addressed given the regulatory and challenging macro-economic environment given escalating geo-political tensions,” Pescatore said.

“Ultimately, the CTA will want to work closely with the new Trump Administration and align on key strategic areas to drive innovation”.