The Biggest Agentic AI Trends at CES 2025

It’s still unclear how brands can meet this demand, but AI-assisted consumer co-creation may prove to be the best way to produce content at the speed of culture. 

Beyond personalization

AI unlocks troves of latent data that can radically catalyze brand communications and experiences for uber-personalization—a word that currently applies to one person. But a majority of Gen Alpha reports having multiple personas online, on social, or in gaming platforms.

Agentic AI creates an obvious conclusion: We will soon be personalizing for personas, not persons. 

Beyond purpose

For many years, according to the marketing leader of the world’s No. 1 cosmetics brand, the internal brand rally cry was “beauty for all.” Today, because of the promise of AI, it has changed to “beauty for each.”

This evolution speaks volumes to how brands will begin to show their value in culture and society beyond their purpose creds. Audiences will no longer buy a brand because of its “why”—the purpose it espouses—but instead because of who they can become because of the brand.

Whereas GPT-based AI can help people accomplish tasks, agentic AI will allow brands to help people achieve their goals and aspirations. 

Beyond experience

CES is the kind of place where marketers and agency pros pick up new parlance to describe our work—ads became campaigns, campaigns became solutions, solutions became platforms, platforms became stacks.

The dominant word this year was “experience.” Brand experience, customer experience, user experience, member experience, employee experience—the experience is the message. The advent of AI now enhances any touch point or engagement into an experience with no dead ends. In other words, “AI is the new UI.” 

Beyond web3

The hype cycle for blockchain and web3 applications of 2023 may have worn off, but web3 never went away. And the advent of AI is making the promise of the metaverse so much more appealing.

For instance, Lotte Technologies introduced AI into its metaverse platform called Caliverse that lets users self-create (and sell) products in the virtual world by simply filming real-world products with a phone or using AI to create them from scratch.