This year's Consumer Entertainment Show (CES) featured a number of innovations targeted at retailers and the rapidly growing category of retail media.
From innovations in shoppable TV to the expansion of AI usage, here are some prominent retail products found at CES 2025.
As retailers experiment more and more with shoppable ads on TV, several top hardware manufacturers announced products at CES to further extend a retail media experience to consumers.
TheTake, a startup focused on the intersection between AI and TV, partnered with LG and media networks to announce a new feature for LG's new webOS smart TVs at CES. The "click to search" feature allows users to select items on screen with the LG remote and shop products with LG's webOS Pay functionality.
"By integrating our real-time shopping technology with LG's innovative Magic Remote, we're making it easier than ever for viewers to bring the products they love into their lives," said Tyler Cooper, CEO of TheTake, in a press release.
TheTake also partnered with Samsung for new shoppable TV features including allowing viewers to shop for trending products in shows streamed through Samsung TVs.
After we (correctly) predicted that hyper-personalized beauty would emerge as a trend in 2024, it seems like it will continue into 2025.
At CES, L'Oréal unveiled a hardware device, the L'Oréal Cell BioPrint, that it claims can give a personalized skin analysis in minutes.
L'Oréal says the Cell BioPrint Skin's assessment provides the user a biological age of their skin, an analysis of skincare ingredient responsiveness, and advice on whether to proactively approach their personal skincare. The Verge reports that L'Oréal is targeting the device at retailers, dermatology offices, and skincare clinics, with an eye toward releasing it as an at-home device.
The value of personalization has grown within beauty brands and retailers as a way to connect more meaningfully with individuals at scale, and many have experimented with AI toward that end.
Smart glasses were a dominant trend at this year's CES, where they far outnumbered other wearable devices like smart rings.
The many devices shown this year did everything from live translation to AR display to capturing images/video. But as the tech and adoption evolves, this wearable tech has the opportunity to play an outsized role in retail media.
"I expect that new devices that are mobile [like smart glasses] are going to become more important for commerce specifically," our analyst Yory Wurmser said in an episode of the "Behind the Numbers" podcast. "As these become more developed, as you start getting options on screens, as the cameras let you identify objects in the real world, it becomes a much more intuitive way for things like visual search and then buying straight from it. So I could see that really ticking off, but if there's some technological leaps that still need to happen for that to take place. But I think they're coming."
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