The most revealing moments at CES often come not from what’s on display, but from what’s missing. This year’s show painted a picture of a consumer industry in transition, where innovation is flourishing in unexpected corners while traditional technological frontiers show surprising gaps.
CES has always been a spectacle of innovation, where the latest tech is unveiled with promises to transform how we live, work and play. But beyond the futuristic concepts and incremental upgrades, which trends genuinely matter to consumers? What innovations will become a natural part of our daily routines rather than just dazzle on the showroom floor?
Robin Ferraby, Director of Consumer at 42T, attended CES 2025 with these questions in mind. While AI, robotics and health tech dominated the event, some of the most interesting innovations weren’t necessarily the biggest headline-grabbers. From pet tech and indoor gardening to the overlooked potential of AI interfaces, Robin’s key takeaways highlight both the exciting breakthroughs and the surprising gaps in consumer innovation.
This article explores Robin’s reflections on CES 2025, looking at what stood out, what was missing and where the real opportunities lie for brands looking to create meaningful consumer experiences.
The rise of ambient technology
Take the humble bird feeder. Bird Buddy’s Petal system exemplifies a broader shift in how technology is enriching our daily lives. By identifying individual birds and tracking their visits, it transforms a simple garden activity into a meaningful connection with nature. This wasn’t an isolated example – throughout the show, the most compelling innovations came from sectors traditionally considered peripheral: pet technology and indoor gardening. These products succeeded fundamentally because they enhanced human experiences rather than simply showcasing technical capabilities.
Discover how the latest innovations from CES and beyond are shaping the future of technology in our 2025 Trend report: Shaping the future of technology.
Robotics takes a back seat:
The robotics sector told a similar story. While impressive machines abounded, the real evolution was subtle. Robotics is moving from standalone solutions to embedded systems that enhance existing products. This shift signals a maturing industry that understands technology should serve life rather than dominate it.
The heart of great cooking:
The culinary technology sector revealed both progress and stagnation. New devices promised unprecedented precision and versatility, yet largely missed the fundamental truth that cooking is as much about joy and connection as it is about perfect results. The few products that addressed the emotional and social dimensions of food preparation stood out simply because they were rare.
Healthcare without borders:
Health technology emerged as the show’s connective tissue, appearing not just in dedicated exhibits but woven throughout the exhibition. The traditional boundary between consumer wellness and professional healthcare is dissolving, suggesting a future where health monitoring becomes as natural and continuous as checking the time.
The great AI interface vacuum
Yet the show’s most striking feature was an absence. Despite AI’s revolutionary impact on technology, innovations in how we interact with AI were surprisingly scarce. While last year introduced novel interfaces like Rabbit Inc’s Rabbit R1 (an AI-powered personal assistant) and Humane’s AI Pin (a wearable device that acts as a personal assistant), this year’s show offered few advances beyond the familiar web browser. This gap is particularly glaring given how central AI has become to daily life.
Explore how AI is reshaping both digital and physical experiences in our Future of consumer products report 2025.
Hardware’s moment of opportunity:
For hardware manufacturers, this represents an extraordinary opportunity. Every device brand has the potential to reinvent how we engage with AI through their existing products. The challenge isn’t in developing new AI capabilities but in reimagining how we access the AI that already exists. Just as the iPhone revolutionised mobile computing not through new technology but through a transformative interface, the next breakthrough in AI lies in interaction design.
Turning CES 2025 insights into action
CES 2025 made one thing clear: technical capability alone no longer drives innovation. The most meaningful advancements aren’t about raw power but about how seamlessly technology integrates into daily life. The future belongs to solutions that enhance human experiences while fading into the background.
For businesses, this represents both a challenge and an opportunity. The next wave of innovation won’t be defined by faster processors or more powerful AI, but by rethinking how we interact with technology. Companies that prioritise intuitive design, embedded intelligence and frictionless experiences will be the ones shaping the future.
The real breakthroughs will come not from what technology can do, but from how naturally it fits into the world around us. The question isn’t how to keep pace with innovation – it’s how to make it feel invisible, effortless and essential.
At 42T, this reinforces our commitment to helping companies turn ambitious ideas into market-ready products. Whether it’s reimagining AI interfaces, driving innovation in consumer wellness tech or navigating complex regulatory hurdles, we’re here to support the next generation of technology pioneers.
If the trends and themes from CES 2025 have sparked ideas for your business, we’d love to help you explore their potential. Contact us today for a free consultation and discover how we can bring your boldest ideas to life.