The Biggest Agentic AI Trends at CES 2025

If you’ve been coming to CES for the past decade and hit the marketing panels and keynotes, you would think that every year promises a transformation for our business. This year, the pablum finally feels real and potent; artificial and augmented intelligence applied to marketing and advertising dominated the discussions on the stages and in the suites. Apparently, and finally, the future is here. 

As one mainstage keynoter stated, 2023 was a “wow” year for marketers and AI; 2024 was a “how” year of figuring it out; and 2025 is a “now” year to start implementing it. Unlike other transformations in our business—the web, mobile, social, metaverse—this one is more seismic, more limitless, more exciting. 

Beyond real-time

Consider the typical workflow of the agency creative process: strategy, ideation, concept, testing, production, launch, measurement. Consider this workflow to soon be over.

AI-enabled iterative loops can discover insights, make creative, test the work, refine it, and deploy it with constant adaptability and scale. Marketing is now beyond “real-time;” it can be done “within time.”

Beyond real

AI-driven synthetic personas will be our new influencers.

Not that human influencers and celebrities will no longer matter; they will matter more than ever to deliver authenticity, trust, and vibe. But the fact that consumer-created AI agents interfacing with brand-created AI agents in the near future did not freak out the hundreds of marketers and media professionals in the ballroom of another keynote, where an extremely well-known authority declared that “bots will be marketing to bots”—that’s the quiet part said out loud. 

Beyond scale

Adobe estimates that brands and businesses will need to produce 5 times more content in the next two years in order to accommodate for the onslaught of generative AI content that will fill our feeds. Coca-Cola, Cadbury, and Virgin Voyages have already proven the ability to generate hundreds of thousands of ads that adapt in uber-personalized ways (time, place, medium, need state, environment, language, etc.) to the audiences they are trying to persuade.