CES 2025 Highlights AI Branding Push Despite Limited Innovations

Tech companies at CES 2025 heavily emphasized AI, but many offerings showcased incremental updates or tenuous connections to artificial intelligence.

Samsung Display promoted AI as a central theme but showcased advancements in OLED display technology that were unrelated to AI integration.
TV manufacturers rebranded existing features, such as content recognition and voice personalization, under the AI label despite their longstanding presence in devices.
Robotics featured prominently, with companies like TCL and Enhanced Tools presenting AI-enhanced companion robots, though many applications remained conceptual or limited in scope.
Product names and marketing across laptops and other devices frequently included AI branding, often without significant advancements in functionality to justify the label.
While CES 2025 highlighted exciting hardware innovations, such as stretchable displays and smart health devices, the AI narrative often felt exaggerated or disconnected from the showcased technology.