The Real Questions Leaders Should Ask During (and After) CES

CES showcases flying cars, smart artificial intelligence and Samsung AR headsets it amazes us. But the big takeaway isn’t what’s possible, it’s whether you’re asking the right questions to determine what comes next.

Just a year ago, we ridiculed AI for creating six-fingered images, using them as proof that technology could not replace human creativity. Today, AI can create hyper-realistic videosgenerate detailed content and even have conversations that feel eerily personal. However, many still wonder, “Isn’t AI just a tool?”

If so, why does AI seem to be advancing faster than we can adapt? The real question should be: “Are we ready to keep up with a world changed by AI advances?” This creates more questions that few businesses ask.

Here are the uncomfortable topics business leaders must explore to move forward:

AI in 2025: Where are we going?

AI is no longer the shiny new toy—it is becoming invisible, interconnected, and increasingly human-like. But what does this mean for business?

• Stealth AI: AI is seamlessly integrated into our daily lives without us even noticing it. What happens when we no longer differentiate between human and machine interactions?

• Connected AI: Agent-based AI may finally begin to solve the problem of disparate systems and bloated technology stacks. Are enterprises replacing legacy infrastructure with the right, optimized solutions?

• Emotional AI: AI can now deliver deeply human experiences, changing the way we think about customer and user experiences. Should the historical web user experience and interfaces be rethought? for touch points with your own brand?

What happens to startups riding the wave of artificial intelligence? Will the bubble burst for those who simply rely on standardized structures? If so, who will be left standing, and are your investments in last year’s startups the right bets?

E-commerce: shifting emphasis?

The world of e-commerce continues to evolve. But are we asking the right questions about its future? Most of them don’t. Consider this:

• Can faceless YouTube creators become the next wave of entrepreneurs by bypassing traditional dropshipping and SEO for video engagement?

• Will real-time shopping become the norm for brands looking to engage with consumers in real-time? Do they all need their own live studios? Should they own these channels or is there a new economy of partnering with streamers or publishers?

• How can AI-powered merchandising transform inventory management, SKUs and the entire shopping experience?

Hardware: beyond three screens and four wheels?

The way we receive information and deliver it is about to change radically:

• Will last mile delivery really be disrupted by drones and autonomous systems? Or will logistical challenges hold back this transformation? If this happens, will it change consumer expectations?

• Could concierge doctors revolutionize healthcare by introducing wearable, connected devices for real-time monitoring? What role does trust play in this relationship?

• Will autonomous transportation replace the need for a person’s second largest purchase after a home – a car? Can this solve traffic problems? Will this change our relationships with each other and with our children?

Web3: Quiet return?

Could Web3 come back with a new look? What practical applications could emerge without the hype?

• Will stablecoins become the financial backbone of business or are there barriers that we have not yet addressed?

• How important will proof of authentication become for verifying brands, people, content and products in a decentralized digital world?

• Will blockchain technology be used beyond payments, such as AI security? (Samsung thinks so.)

• Do brands realize that the “metaverse” was never a Generation Alpha fad and remains the most popular platform for young people?

Contents: A New Age of Creation?

Are we ready for what’s next as content creation evolves?

• Could low-creative/non-creative content—automated and AI-driven—become the dominant form of engagement? If so, what happens to human narrators?

• Will synthetic content—automatically generated videos, images, and posts—represent 25% of consumer engagement on social media?

• Can an AI-focused studio create a long-lasting cultural hit, and what will that mean for traditional content creators?

What about the rise of the automated influence economy? Could virtual influencers and AI-driven personas change the way brands interact with consumers? What does authenticity mean in this new landscape?

Marketing and design: rethinking or strengthening?

Opportunities abound in marketing and design. But how many of them materialize?

• Will generative UX (dynamic, ephemeral experiences tailored to user needs) change digital interfaces? Could this change the definition of what makes a website or app successful?

• Could synthetic data be the table stakes, changing the game with pre-optimized creative?

• How can “small C” creativity (scalable, automated content) combine with small I insights (pre-optimized, data-driven strategies) to deliver a more personalized consumer experience?

Creativity: what remains unique to humans?

As AI continues to push the boundaries of what it can create, we ask: what is creativity really?

• Are people focused on predictability or unpredictability?

• Does unique human creativity involve conflicts of context and history—seeing connections that others may miss to create new ideas? Can AI learn to do the same?

• Or is creativity at its core an accident tied to something ineffable and deeply human? If so, can it ever be modeled?

AI can now tell stories, argue points, and create with amazing skill. But can he find meaning in the unseen or understand narratives with multiple layers of interpretation?

Pace of change: are we ready?

AI is already creating hyper-realistic results, reasoning efficiently, and adapting faster than we can imagine. But is your business keeping up with the times?

• Are you still relying on disparate systems, outdated technology stacks, or bloated consultants to solve the challenges of the future?

• Is your business conscious about the role of people versus machines?

• Have you thought about how AI could change your customer touchpoints, communications and value propositions?

The past reminds us how quickly things can change. In 2004, the iPhone didn’t exist, social media was just networks, and online video was pixelated at best. This was only 20 years ago.

What will happen in 20 years? What will the situation look like next year? (We’re closer to 2026 at this point than when you first heard about ChatGPT.) Small, incremental, or highly disruptive changes?

Images of the six fingers of 2023 remind us how far we have come—and how far we still have to go. Companies that embrace this evolution with intention and curiosity will lead the way. Those who dismiss AI as “just a tool” risk falling behind and wondering why they didn’t act sooner.