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  • Writer's pictureThomas Zuchtriegel

Navigating the Future: Key Trends and Innovations at CES 2024

The Consumer Electronics Show (CES) 2024, a grand event in Las Vegas from January 9th to 13th, is set to showcase an array of cutting-edge technologies and innovations, particularly in the automotive sector. We are now going to delve into the expected trends and world novelties, underlining the significant influence of artificial intelligence (AI), metaverse, and spatial technologies in reshaping the automotive landscape.

ces 2024 key trends innovations

CES in Numbers

  • 4 days 

  • 130,000 visitors 

  • 4.000 exhibitors representing 150 countries 

  • 84/100 top global companies 

  • >60% senior-level decision makers

AI: The Backbone of Automotive Evolution

AI's omnipresence at CES 2024 is undeniable. As the tech world transitions, AI moves from a forefront technology to an integral infrastructure component. Its impact is especially pronounced in the automotive sector, with major chip manufacturers announcing microprocessors embedding AI capabilities directly into semiconductors. This innovation ensures offline AI functionality, eliminating the constant need for cloud computing resources. The diminishing focus on the automotive segment reflects this shift, with emphasis moving from digital mobility and electrification to AI-driven automotive solutions.

"Mercedes-Benz is reinventing the digital experience with the help of artificial intelligence to enable human-like interaction with the intelligent MBUX Virtual Assistant," says Mercedes CEO Ola Källenius, "which has empathic properties that are influenced by individual driving style and personal mood. Combined with our own MB-OS software architecture, this approach will define the future of digital luxury."

Immersive and Spatial Technologies: A New Era of Experience

The metaverse and spatial technologies are redefining user experience, offering unprecedented levels of personalization and interactivity. These technologies enable seamless integration of virtual and physical worlds, enhancing the driving experience and vehicle functionalities. Automotive giants are leveraging spatial technologies to create hyper-personalized, intuitive customer experiences not just within the vehicles but extending to the entire ecosystem of services and interactions.

Brain-body-reading tech

While the automotive segment is witnessing a reduction in traditional showcases, there's an evident pivot towards Health Tech and Beauty Tech. This year we see a massive growth in panels, keynotes, and conversations on this topic: smart rings, smart beds, health monitors, fitness gadgets, devices to get neurofeedback and many more. Automotive OEMs start integration health tech (services) into their upcoming products.

Industry Giants and Startups: The Race for Innovation

The CES 2024 is a melting pot of hopeful startups and established giants, from OpenAI to Nvidia, and traditional automotive stalwarts like Volkswagen and Hyundai. This diverse participation highlights the industry's eagerness to embrace new technologies and the competitive spirit driving innovation. Suppliers like Bosch, Continental, and ZF are notably positioning themselves strategically, showcasing their prowess in integrating innovative technologies with traditional automotive manufacturing.

Spotlight on Major Automotive Innovations

Mercedes-Benz's MBUX Virtual Assistant

Mercedes-Benz's MBUX Virtual Assistant, armed with high-resolution game engine graphics and AI, represents a leap in digital experience. This advanced assistant symbolizes Mercedes-Benz's vision of digital luxury, offering a human-like interaction that adapts to the driver's style and mood.

Honda's Electrifying Leap

Honda's commitment to sell only fuel cell and battery electric vehicles by 2040 is gaining momentum with the launch of a new electric vehicle (EV) series. Their concept vehicle, blending design cues from iconic models, indicates a bold step into the future of EVs.

Hyundai's Vision of a Hydrogen Ecosystem

Hyundai is set to unveil its plans for a hydrogen energy ecosystem at CES 2024. This move signifies a shift beyond mobility, highlighting the company's broader environmental and technological ambitions.

Polestar's Focus on Lidar and Autonomous Driving

Polestar is showcasing models equipped with Lidar technology, signaling a firm commitment to the future of autonomous driving. The integration of advanced technologies like Lidar with Google’s infotainment systems underscores the synergistic approach between automotive and tech companies. 

Conti‘s smart HPC 

Continental has a diverse array of technologies to talk about, among which will be its Smart Cockpit High-Performance Computer (HPC), in collaboration with Google Cloud, and its use of generative AI.

Supply Chain Innovations

The role of suppliers like Magna, Bosch, and Continental is pivotal in developing autonomous driving and infotainment solutions. Partnerships, like that of Tom Tom and Microsoft, are essential in driving forward the integration of AI in automotive applications.

The Role of CES in Shaping Future Trends

CES has historically been a predictor of yearly trends. The 2023 focus on AI, exemplified by the success of ChatGPT, set the tone for an AI-dominated media year. CES 2024 is expected to follow suit, shaping the media landscape and addressing the evolving role of gatekeepers like Google and Microsoft in the industry.

Conclusion: Embracing a Future Defined by AI and Innovation

CES 2024 is not just a showcase of current technologies but a window into the future of the automotive industry. The convergence of AI, metaverse, and spatial technologies marks a new era in automotive design, functionality, and experience. As the world watches, the innovations and trends emerging from CES 2024 will undoubtedly influence the trajectory of the automotive industry and beyond, heralding a future where technology and personalization converge to redefine our relationship with mobility.


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