CES® 2025 (Consumer Electronics Show), the most popular technology event in the world, took place between January 7 and 10 at the Las Vegas Convention Center and received more than 141,000 attendees from all over the planet in this edition. With more than 4,500 exhibitors, including 1,400 startups, and more than 6,000 media attendees, CES highlighted innovation and technology trends that address global challenges and shape the future.

“CES is the place where innovation comes to life,” said Gary Shapiro, Executive Director and Vice President of the Consumer Technology Association (CTA), Owner and Producer of the CES. "From the largest companies to pioneering startups, the entire technology ecosystem is at the show. CES is the stage for innovative product launches, transformative partnerships and serendipitous business moments that define the future of technology."

Like every year, the event brought together prominent companies from different consumer electronics sectors, such as automotive companies, health, audio, video games, home automation, robotics, computing, televisions, technology applied to sports, space technology, among others.

Founded in 1967 and organized annually by the Consumer Technology Association (CTA), CES has established itself as the place where the most advanced innovations are presented globally.

Grupo Eletrolar All Connected at CES 2025

Our participation in this fair not only allowed us to explore the latest technological innovations and learn about the advances that are revolutionizing the market, but also represented a valuable opportunity to strengthen our role as leading trade fair organizers and editorial product managers in Argentina, Brazil and Mexico.

On January 7 we were present with a booth at the exclusive ShowStoppers at the Bellagio Hotel & Casino, a unique networking space that brings together technology innovators, journalists, investors and industry experts. This event has extensive international press coverage, with the participation of 1,500 media professionals, including journalists from leading technology publications and influential bloggers.

Grupo Eletrolar operates in Brazil, Argentina and the United States, offering events and publications that generate valuable business opportunities between industry and retail.

Technologies of the future for today's needs

This edition of the CES focused on the most relevant trends of today:

Artificial intelligence: AI stood out as a transformative technology that improves lives globally, from productivity tools to medical advances.

Digital Health: Innovations in biotechnology, telehealth, and wellness demonstrated the impact of technology on longevity and patient care.

Energy Transition: The energy transition to zero-carbon sources was a major topic at CES 2025. Experimental energy solutions, including battery and energy storage technologies, emerging energy sources such as green hydrogen, and small modular nuclear reactors, were highlights of the show.

Mobility: Advances were presented in electric vehicles, autonomous driving and automation in sectors such as agriculture and construction.

Quantum Technology: Innovations in quantum computing, networking and sensing promise advances in finance, materials and logistics.

Sustainability: Prominence for materials such as graphene, bioplastics and self-healing concrete, as well as renewable energy solutions.

Emerging Companies: Eureka Park featured 1,400 startups from 39 countries, highlighting innovative solutions in accessibility, AI, digital health and sustainability.

News from technology leaders

LG

LG Electronics (LG) presented its vision for AI-powered customer experiences under the theme “Life is good 24/7 with Affective Intelligence” at the LG World Premiere event in Las Vegas on January 6. LG’s “Affective Intelligence” redefines the conventional and technical understanding of AI by focusing on its potential to revolutionize the customer experience paradigm. This concept leverages AI technology to better understand and empathize with customers, offering more personalized and differentiated experiences.

Revolutionizing vehicle safety, convenience and comfort with Vision AI, LG presented its latest innovation at CES 2025, under the name “LG AI In-Vehicle Experience.” This AI-based in-cabin sensing solution is designed to bring greater safety and comfort to the driving experience, leveraging LG's Vision AI solution to detect and respond to the needs of vehicle occupants while optimizing conditions inside the cabin.

For his part, the president of LG's Vehicle Solutions company won the MOTORTREND SDV INNOVATOR 2025 Award. Eun Seok-Hyun was awarded in the Leader category for his leadership and contributions to software-driven innovation in the automotive sector.

SAMSUNG

Expanding on its vision of “AI for everyone,” Samsung Electronics captivated visitors by highlighting the limitless potential of smart homes and presenting reimagined approaches to modern living and beyond.

Samsung Electronics presented its BESPOKE home appliances, which provide greater user convenience through improved connectivity and the integration of Artificial Intelligence. With elegant designs, along with the latest AI functionalities, BESPOKE appliances offer futuristic style and additional functionality for a modern and technological home.

Visitors saw demonstrations of the interconnectivity of appliances and devices, which helped them feel less stressed by multitasking at home, making their lives easier.

Furthermore, Samsung brought to life its vision of a future in which smart technology expands beyond the home, transforming industries and enriching daily experiences. Through SmartThings Pro, SmartThings for Cars and SmartThings for Ships, the company highlighted the transformative potential of AI in various areas.

Samsung Electronics attracted a steady stream of visitors to its booth, featuring a futuristic design that reflects the company's long-standing vision of “AI for everyone” and its unified AI ecosystem linking home, work and travel.

SONY

To create together with creators a future full of “kando”: Sony presented its innovative technologies and initiatives to maximize the value of the IP of the content under the motto “Creative Entertainment Vision”, the long-term vision that the company aims to achieve in 10 years.

Hiroki Totoki, President, COO and CFO of Sony Group Corporation, presented alongside a diverse group of speakers at Sony's press conference on the afternoon of January 6, a variety of foundational initiatives that will lead Sony toward achieving its “Creative Entertainment Vision,” including new solutions that expand creative freedom, such as a new vehicle processing system and the latest content creation solutions in virtual spaces.

On the other hand, Sony Honda Mobility presented its electric vehicle “AFEELA 1”, whose orders will begin to be accepted from 2025, as a new demonstration of innovation in mobility.

LENOVO

Lenovo introduced a bold line of AI-powered business solutions designed to redefine the modern workplace. Highlights include the boldly redesigned Lenovo Editions ThinkPad X9 Aura, the innovative and unique ThinkBook Plus Gen 6 with roll-up display, and the latest business desktops, including high-performance ThinkCentre M90a Pro Gen 6 and the innovative ThinkCentre neo 50q QC powered by Snapdragon. Lenovo also presents its monitors ThinkVision P Next-generation series and a comprehensive ecosystem of smart accessories, all designed to elevate productivity and connectivity.

ASUS

ASUS was recognized with 14 prestigious CES® 2025 Innovation Awards, standing out for its outstanding achievements in technology and design in categories such as PC, gaming and displays. Among the most notable recognitions, the ProArt P16 received the coveted CES Innovation Awards Best of Innovation distinction in the Computer Hardware & Components category. In addition, this model, along with the ASUS Zenbook A14, Zenbook S16 and Zenbook S14, was awarded in the Sustainability and Energy category, reflecting ASUS' commitment to responsible innovation and respect for the environment.