By Paul Tedesco
The product creating the biggest buzz at the CES 2023 was not a product at all, it was a moment: when the concept of the consumer changed.
Amid the excitement at the show in Las Vegas, with bubble tea barista robot named ADAM and an AI-powered, hands-free stroller named Ella competing for attention, I caught a glimpse of a future driven by customization at a deeply personal level.
That’s not to say there was a shortage of fascinating tech, offering an amazing array of customer experiences. But what really hit home at CES is how brands are using technology to go far beyond the customization of communications in their efforts to bring a customer- centric approach to all aspects of business. This includes a realized version of how personalization can meet the needs of individual consumers.
Don’t get me wrong, I am a data guy and make a living on being able to use marketing as a value creation tool through personalization and relevancy – with offers and information that add value to customers. And in the realm of consumer electronics, I admit to a long-standing fascination with gadgets of the type that make the CES a thrill to attend.
What I observed was how this background converged at CES, with the two worlds colliding in a welcome and unexpected way.
The “ah-ha” moment for me was the presentation of BMW’s i Vision Dee, which uses an app to change the colour of your car from a palette of 32 possible tone swatches. It permits you to match the mood you want to move through. Imagine it’s Monday morning and you feel like surrounding yourself in fuchsia to brighten your outlook. Or you have office-simulated lighting effects when you are on a hands-free business call while on the road.
In a similar vein, LG showcased its MoodUP refrigerator, a smart home design that goes way beyond replaceable custom panels. The fridge features LED door panels that change color in up to 1,800 different combinations with the press of a button on LG’s proprietary ThinQ app. MoodUP offers other fun perks such as visual notifications like blinking lights, which are set off if a door of the fridge is left ajar or if someone approaches the fridge in the dark during a midnight snack run.
In the health category, a number of innovations are responding to the natural need to showcase how personal data can benefit households and individuals. U-scan is an illustrative example of how personal data and needs meet at a very intimate level. The pebble-sized device, attached to a toilet, provides app-enabled analysis of urine samples to determine a variety of observations, including nutrient and hydration levels and ovulation and menstruation information.
Other fascinating devices unveiled include Neutrogena’s Skinstacks. The wellness and beauty system scans and analyzes skin and prescribes a mixture of vitamins and minerals that is then 3D-printed as a made-to-order package of gummies, conveniently delivered to your door.
And it would not be CES without a fantasy application rolled out by an entertainment giant. Disney debuted its magical companion, an AI-driven voice assistant built on the Alexa ecosystem that allows you to use any Disney character as your interface.
CES is always a fascinating ride of gadgetry and novel, forward-looking fun. What made this visit stand out was the purpose behind the products, and evidence of innovation aimed at bringing customization to a personal level in the approach to the design.
Fantasy and reality always mingle at CES, but I took personal satisfaction in seeing how the individual is stealing the show.
Paul Tedesco is president of data and CRM agency TrackDDB North America.
