Zenith International的2025年CES趋势报告：人工智能如何变革消费科技、消费者行为及其对传媒与营销的影响

INTRODUCTION The 2025 Consumer Electronics Show (CES) unveiled a transformative wave of AIinnovation across every facet of consumer technology. From hyper-personaliseddevices to new interaction models, AI has evolved from being a supplementary featureto becoming the cornerstone of product design, user experience and marketingstrategies. The convergence of AI with IoT robotics, and augmented reality is set torevolutionise not only how we interact with technology but also how brands connectand engage with consumers. Numerous posts, videos, and trend reports have flooded the industry in the aftermathof CES. Rather than reiterate the general buzz, I want to highlight a few AI trends withsignificant potential to transform our industry. 1.AI as the default operating system for smart living2.Wearable AI3.Generative AI as a creative partner4.Advertising and shopping: Transforming consumer engagement AI AS THE DEFAULT OPERATINGSYSTEM FOR SMART LIVING AI is becoming the core operating system for smart home ecosystems, wearables, andautomotive interfaces. Leading tech players introduced AI assistants that go beyondsimple commands, offering anticipatory services—predicting user needs based onbehaviour, mood and context. Front and centre at the Samsung stall was their Neo QLED 8K QN990F, a flagship Smart TVfeaturing the NQ8 AI Gen3 Processor, which enhances picture quality, sound clarity andoverall viewing experience. What stood out were Samsung’s Vision AI features. Click to Search: This feature allows users to obtain instant information about on-screen content withoutinterrupting their viewing experience. For instance, if you’re watching a movie and wantto know more about an actor or a location, you can use Click to Search to access relevantdetails seamlessly. Live Translate: Leveraging on-device AI, Live Translate provides real-time subtitle translation for videocontent, enabling viewers to enjoy global content without language barriers. This featureis particularly useful for foreign films or international programming that may not havenative subtitles. LG also presented its vision of AI, imaginatively called“Affectionate Intelligence”,integrating AI more humanely and personally into users’ lives. Beyond improving pictureand sound quality, LG’s AI TVs learn from your viewing habits, offering personalisedcontent recommendations and adjusting settings to suit your preferences, making the TVexperience more intuitive and user-friendly. Both LG and Samsung have designed their TVs to perform AI processing on-device,leveraging dedicated AI chips. This approach offers several advantages: 1. Real-Time Processing: Enables immediate adjustments to picture and sound quality without the latencyassociated with cloud processing. 2. Privacy: Processing data locally on the device reduces the need to transmit personal viewinginformation to external servers, enhancing user privacy. 3. Reliability: Ensures that AI features function consistently, regardless of internet connectivity,providing a seamless user experience. By incorporating AI chips directly into their TVs, manufactures can deliver enhancedperformance, real-time personalisation, and improved picture and sound quality, all whilemaintaining user privacy and reducing dependence on cloud services. These AI-powered TVs are equipped with technologies that can monitor viewing habitsand, to some extent, assess user engagement. Both LG and Samsung utilise AutomaticContent Recognition (ACR) technology in their smart TVs. ACR identifies the contentdisplayed by capturing snippets of audio or video and matching them against a database.This enables the TV to track what is being watched, facilitating features like personalizedcontent recommendations and targeted advertising. However, this practice has raisedprivacy concerns, as it involves monitoring user viewing habits. While ACR can determine what content is being viewed, assessing who is watching andtheir level of engagement is more complex. Some advanced smart TVs incorporatefeatures like voice recognition to identify different users based on their voice profiles,allowing for personalised settings and recommendations. For example, LG’s AI Voice IDcan recognise individual voices to tailor content suggestions. However, detecting viewer engagement—such as attention level or emotionalresponse—requires more sophisticated sensors and algorithms, which are not standard inmost consumer-grade TVs. The use of ACR and similar technologies has led to concerns about user privacy. Reportsindicate that smart TVs may track viewing habits extensively, sometimes even whenusers attempt to opt out. This tracking can include capturing screenshots of what’s beingwatched and sharing data with third parties, potentially infringing on user privacy. Bothmanufacturers provide options to disable ACR and related tracking features. However, theprocess can be complex and varies between brands and models. While smart TVs from LG and Samsung can