Marketers from leading brands from beverage to tech gathered in Las Vegas last week for CES to show off the latest technology. 

Brand Innovators hosted a Marketing Innovation Summit at The Wynn where marketing leaders talked about their plans for 2025. Conversations centered around AI, engagement, measurement and risk taking.

“What is really important is transparency,” said Mark Kirkham, SVP marketing Pepsi & Sparkling Brands, North America, PepsiCo on the stage. “To trust the technology or to trust the partner or the solution, you need to understand what it does and there needs to be a level of transparency of what it does that also gets into brand safety and all of the other issues that we all are worried about particularly when it comes to generative AI. This level of transparency to not just understand what you do but more importantly what you don’t do and what you measure and what you don’t measure. I don’t think it is clear what everyone does. Everyone does AI but what do they really do?”

Raja Rajamannar, chief marketing and communications officer at Mastercard also spoke at the event. He highlighted the next growth of agentic AI in which  takes care of everything—from providing recommendations to executing tasks on your behalf. He also talked about the “myth” of loyalty and the need for brands to focus on engagement.

“I’ve got American Airlines, I’ve got United Airlines, I’ve got Delta, and I’ve got Emirates Airlines. I’ve got four loyalty programs. Who am I loyal to? I’m not,” he said. “So I think that’s why marketing has to really think about how the concept of engagement is critical. The concept of consumer stickiness is critical, but we need to understand, it is about creating a preference in the consumer’s mind at every point of interaction, as opposed to running these vague loyalty programs and expecting that people will be loyal to your brand.” 

In another session, Alicia Tillman, chief marketing officer at Delta, shared the importance of measurement to prove the case for marketing to the C-suite. “If I can’t demonstrate how every part of that dollar is working for us, then it seems like a nice thing to have, to put the brand on a big event, but it’s not really moving our business,” said Tillman.

She shared how the brand worked with Alembic and WndrCo during The Olympics to track the effectiveness of advertising investment. “From a brand perspective, to drive perception, eyeballs on the brand, I was able to show how every single dollar we spent actually converted into cash sales for Delta, and this was not insignificant numbers at all,” she added. “And we were able to do that in real time.That is unprecedented, and nothing that I have ever seen in 25 years.”

L Jasmine Kim, head, health marketing at Samsung, was also on the Brand Innovators stage at CES. She spoke about the importance of shaking things up when it comes to creativity.

“There will be consistency in our desire and commitment to being provocative and disruptive in a good way, right? Because we see our role as like shaking people out in a good way, opening up to new and exciting things from the technology space, from the cultural space. I would say we will continue doing more with our communities and bringing more into our community. So the work with influencers, creators, will be key.”

Aligning with values will continue to be important in 2025, even if it comes with risks. Patagonia is infamous for their Black Friday campaign. “We actually close our stores that day and we tell people to get outside and do something else besides fight each other for stuff, a discount that’ll end up in a landfill a year later,” said Angela Clark, vice president digital studio at Patagonia, on stage. 

This year, the company’s CEO challenged the teams to quiet everything digitally too, “literally every dollar on our brand message for Black Friday,” added Clark. “Which was basically, we’re here, we fight for positive causes. That’s what we’re about. Hopefully you’ll be part of our community. It was not a sales pitch. It was a risk. Black Friday is still a big revenue day for us, even though we’re not on sale. It actually really worked for us. We had the biggest Black Friday we’ve ever had.”

Patrick O’Keefe, chief integrated marketing officer at e.l.f. Beauty has found that speed and accessibility are key factors in the brand’s viral successes. “Our executive team, our CEO, our CMO, our CFO. They do Twitch Lives.They do TikTok lives. They get deep with the community,” he explained. These kinds of direct connections – along with narratives that inspire girls – have helped drive growth and brand love. “We are bold disruptors with a kind heart,” he said. We disrupt norms, we shape culture, and we connect communities.”

Whether it is disruption in channel, a strong narrative or a willingness to take risks, leading CMOs are not just focused on the tech, but on how brands show up in the world.

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Through its non-invasive process, which involves placing a facial tape strip into a buffer solution cartridge and the cartridge into the tabletop machine, the L’Oreal Cell BioPrint is designed to help take the guesswork out of skincare. According to a survey of 2,000 adults in the U.S. by OnePoll in conjunction with CeraVe, nearly 80% of consumers relied on trial and error to determine which products worked best for them. The average person reported trying seven different cleansers before finding one they love, according to the survey. 

Information from the L’Oreal Cell BioPrint can help consumers calculate their skin’s biological age and then help provide personalized advice on how to slow down the appearance of aging. It can also help predict individual responsiveness to certain key ingredients in skincare products and help consumers begin taking a more proactive approach to skincare (such as determining if their skin is prone to dark spots or has larger pores). 
“At L’Oréal, we’re always looking toward the future of beauty, blending cutting-edge discoveries with our long-standing beauty expertise,” said Barbara Lavernos, Deputy CEO in charge of Research, Innovation and Technology at L’Oréal Groupe, in a statement. “With the Cell BioPrint device, we offer people the ability to discover deeper insights about their skin through specific biomarkers and to proactively address the beauty and longevity of their skin.”

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Omnia, an AI-powered smart mirror, that can track health. A BMW X3 with an Amazon Alexa powered-personal assistant that can help navigate. A L’Oreal robotic arm that can apply lipstick. Nvidia’s DIGITS, an AI-powered supercomputer, that sits on your desktop. These are just some of the innovations from the show floor at CES this year.

Despite fires burning, wars waging and a new administration looming, companies from around the globe descended upon Las Vegas offering glimmers of hope for the future.

“Tech isn’t just advancing, it’s uniting, bringing us closer to an autonomous future, connecting us, making life more connected more dynamic and more human,” said Yuki Kusumi, CEO of Panasonic, during a CES keynote. “Today’s challenges demand bold solutions and CES is where they start to take shape.”

AI, of course, was ever-present at CES, with the hopes that this technology will improve human lives providing everything from smoother travel experiences to better health and more efficiency at work. Delta launched an AI-powered Concierge, a new customer experience tool that uses Gen AI and voice processing to listen, understand and respond intelligently to customers’ unique needs in real time.

The technology is expanding from generative AI, which is based on large language models, towards the rise of physical AI and agentic AI. Nvidia CEO Jensen Huang said, “The next frontier of AI is physical AI,” while sharing innovations in logistics tools for companies like fleets of self-driving trucks and robotic assembly line workers that understand physical spaces using artificial intelligence.

Raja Rajamannar, CMO of Mastercard, said that while generative AI was the breakthrough last year, agentic AI is the key tech this year. Rather than serving up pre-made content like generative AI does, agentic AI can make decisions, take actions and learn on its own. Rajamannar said that consumers don’t care how it works, they just want to benefit from the end results benefit. Equating it to most people not thinking about how electricity works, they just want to be able to turn the lights on or see that the fan works.

As brands begin to rely more on AI tools, many are trying to even the scales ensuring that the human side of things is not lost to a Minority Report-style future. AI is there to help us, not to take over. But, of course, in a world of deep fakes and privacy concerns, the challenge for brands will be to focus on building trust. “Trust, transparency, tenacity. That is how you become innovative,” said Daniel Head, CEO, at Jacquard, at the Brand Innovators Leadership Summit at CES.

Partnership was also a widely discussed topic at CES this year. Delta has new deals with YouTube, DraftKings, Roblox and Uber (you can soon earn SkyMiles on Uber rides). Bosch has teamed with Google, Apple and Amazon on smart home integrations.  Nvidia is working with Toyota and Volvo, among other car companies.

“Partnership is the new leadership,” said Martin Lundstedt, President and CEO of the Volvo Group, during a keynote at CES.

Sustainability was another key talking point as companies made commitments to their environmental impact at the show through a focus on renewable energy Panasonic has a plan be net zero CO₂ emissions across all of its operations, including all manufacturing facilities worldwide by 2030. Volvo plans to cut average per car emissions by 65-75% by 2030 and achieve net zero by 2040. Delta has plans to be at zero emissions by 2050.

“We can only imagine how exciting the world must have seemed a century ago. Could you imagine the very concept of powered flight was only a few years old? But this brand new technology it carried the promise of changing the world, traversing the skies at high speed created opportunities that would have been possible in the days of rail and ships,” said Delta Air Lines CEO Ed Bastian, during a CES keynote at The Sphere (the first ever at the location).

“It brought people and communities together as never before in human history and it feels similar today,” he continued. “New marvels like AI, the digital revolution and innovations in sustainability are giving us incredible tools to transform the travel experience. But amid the wonder of new technology, we’ve always understood that the entire point of innovation is to lift people up.”

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“Technology is a powerful tool, but it’s people that make true innovation possible,” said Ed Bastian, CEO of Delta, at a keynote at CES in The Sphere. “We’re on the brink of a new era, and I can’t think of a better way to demonstrate how the Delta team will leverage cutting-edge advancements to propel our next century of flight.”

The keynote kicked off with a monologue by awarding winning actress Viola Davis. “100 years in the making made possible by you the believers, the backers, the champions who gave Delta the wings to fly even higher we’ve been connecting the world for a century now beating the odds breaking barriers,” said Davis. “When they say slow down we say catch up and when they say it’s impossible we say sit back relax and enjoy the flight we’ll never stop reaching for the skies.”

The presentation brought to life the potential for new innovations through a fully immersive 4D flight journey at The Sphere. Bastion used the stage to introduce Delta Concierge, a new customer experience tool that uses Gen AI and voice processing to listen, understand and respond intelligently to customers’ unique needs in real time. Services include checking in without needing to log into an app or email account, as well as ordering a Joby, an all-electric, vertical take-off and landing aircraft, that lets customers skip the traffic and order a ride in this aircraft. 

Another one of Delta’s new innovations introduced on the journey includes an upgraded in-flight entertainment experience. The airline is teaming with Thales Avionics to create a next-generation Delta Sync seatback experience. The tool allows fliers to log into their SkyMiles account to create personalized experiences from check in to bag collection. The upgrade also includes 4K displays and bluetooth sync capabilities. Future enhancements will include guided wellness and expanded options for customizing the food and beverage experience. 

Delta also highlighted strategic partnerships that are designed with the end consumer in mind. The company has teamed with YouTube to offer ad-free access to the app in Delta flights. Tom Brady, who appeared on stage, will host a wellness show. A partnership with Uber will soon result in getting SkyMiles for Uber rides. The airline is also working with Airbus on new innovations in sustainable plane design.

The evening ended with a performance by Lenny Kravitz, who closed the night with his song “Fly Away.”

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Nvidia CEO Jensen Huang has a vision for the future and it involves self-driving cars, AI agents and intelligent robots. 

During a keynote on the opening night of CES, Huang said that there are huge economic opportunities to develop “physical AI.” 

“The next frontier of AI is physical AI,” said Huang in a video demonstration he showed on stage at the Michelob Ultra Arena.

So far AI has been based on large language models but Huang asserts that the next innovation is in the real world. “The chat GPT moment for General robotics is just around the corner,” he said. 

The challenge is that most models today have a difficult  time with understanding physical dynamics like gravity, friction and inertia. So intel has created Cosmos, “a world Foundation model that it was created to understand the physical world.”

During the presentation, Huang announced “Mega,” an Omniverse Blueprint for developing, testing and optimizing physical AI and robot fleets at scale in real-world facilities.

Think warehouses with hundreds of autonomous mobile robots, robotic arm manipulators and humanoid robots working alongside people. “Robots execute tasks by perceiving and reasoning about their Omniverse digital twin environment planning their next motion and acting the robot brains can see the resulting state through sensor simulations and decide their next action,” explained Huang.

Nvidia also announced their next generation processor for cars called Thor, which has 20x the processing power of the last generation. With the new tech, the company revealed a new  partnership with Toyota, Aurora and Continental to power self-driving cars and semi-trucks. 

Toyota, Aurora and Continental join the growing list of NVIDIA partners rolling out automated and autonomous vehicle fleets.

“A trillion miles that are driven around the world each year that’s all going to be either highly autonomous or fully autonomous coming up,” he said. “I predict that this will likely be the first multi-trillion dollar robotics industry.”

With partners like Volvo already integrating Nvidia’s self-driving tools, the category is already worth  $4 billion to Nvidia, and will likely reach $5 billion this year, according to Huang.

Huang also noted that agentic AI is behind Nemotron, a new suite of AI agent tools that companies can use for automated customer service. Unlike most chatbots, which rely on generative AI and point customers to contextual content, agentic AI can autonomously make decisions, take proactive actions and adapt to changing situations in real time.

“These AI agents are essentially digital workforce that are working alongside your employees um working Al doing things for you on your behalf and so the way that you would bring these specialized agents into your company is to on board them just like you onboard an employee.,” he explained.

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And thus, the 139 year old company has plans to run a Super Bowl ad for the very first time, a launchpad for a four year US campaign. The brand revealed the plans during a press conference at CES. “We’re proud to announce here at CES that for the first time in our company’s history, Bosch will be advertising at the Big Game on February 9,” said Paul Thomas, president of Bosch in North America, during a press conference at CES.

“Stay tuned for more information in the coming weeks and make sure to keep an eye out for Bosch during the game.”

While the company would not share details about the ads, they did hint that some of their latest tech and tools, on display at CES, would likely show up on the spot. The tag line for the brand at CES is Coded #LikeABosch.

“Coded #LikeABosch” reflects our focus on identifying what people need and want – especially when it comes to things like safety, convenience, and efficiency,” said Dr. Tanja Rückert, member of the board of management of Robert Bosch GmbH, during the press conference.

“As ever, we remain committed to leveraging technology to make people’s lives better – in line with our ‘Invented for life’ ethos.”

Some of the company’s new tech revealed at the show includes the ability to lock the battery on Bosch ebikes using an app, as well as Range Control, a feature that lets ebikers assess how much charge they have and how far they plan to go to avoid running out of power in the middle of a ride. Danny MacAskill, Scottish trials cyclist, popped some wheelies on stage and spoke about how Bosch’s innovations in ebikes have helped him in his career. “There are a lot of technologies I’m already using today – things that help me plan my routes and collect data that let me evaluate my performance, so I can do better next time,” he said. 

Robert Wickens, motorsport racing driver, who was paralyzed from the waist down in an IndyCar crash, was on stage discussing how Bosch’s tech allows him to continue to race with the use of his hands. The Le Mans Daytona hybrid vehicle (LMDh) is the first hybrid-powered prototype racecar approved to compete in both NASCAR’s IMSA series. Built with Bosch’s technology RaceConnect, the car includes a brake-by-wire technology with hand controls.

Off the road and in the home, Bosch is introducing a range of new Bosch smart-home products that are now compatible with the Matter open standard for smart home and IoT devices. The range includes wall plugs, door and window contact, radiator thermostat, air purifier, an air conditioning unit and the Bosch 100 series French Door Bottom Mount refrigerator, which will be compatible with Alexa through Matter in 2025. 

“All these flexible, modular solutions can help to make your home more comfortable, energy-efficient, and secure,” said Thomas. “And looking ahead, in addition to managing our home appliances with our long-standing Home Connect app, users may be able to control all Matter-enabled devices across a smart home through partner systems or hubs, such as those from Amazon, Google, and Apple.”

Bosch aims to generate 6 billion euros with software and services over the next decade. 

“We’re planning multiple new product launches in our power tools and home appliances categories tailored to the U.S. market,” concluded Thomas. “There’s a lot of exciting stuff happening at Bosch in the U.S. right now. And beginning shortly, people here are going to be hearing a lot more from us. They’ll also be seeing us in places they’ve never seen us before.”

The campaign will kick off on February 9th at the Super Bowl. “We do it because we really do believe that the American market is one of the most important ones for us when we look at strategy and growth,” Boris Dolkhani, CMO of Bosch, told Brand Innovators at the press conference. “When you want to be a part of American culture, there is definitely one that you shouldn’t miss.”

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He says the industry has already seen AI transforming functions like content creation and digital search but that is just the tip of the iceberg. Rajamannar says that marketing is on the precipice of a major shift this year with the technology’s next breakthrough: agentic AI.

“AI continues to reshape the marketing landscape in groundbreaking ways. We began with AI, progressed to Generative AI, and are now entering the next transformative phase: agentic AI. This is the game changer,” explains Rajamannar. “Unlike traditional or Generative AI, where you ask for answers and then act on them yourself, agentic AI takes care of everything—from providing recommendations to executing tasks on your behalf. For instance, instead of merely suggesting the best flight options, the AI agent will book them for you.”  

Mastercard is known for its customer-centric service from its  24/7 concierge to its priceless experiences.

“This shift has profound implications for the convenience of consumers and how they delegate decision-making to AI,” adds Rajamannar. “For marketers, it’s imperative to adapt, remain relevant and find ways to integrate into this evolving purchase funnel. In 2025 and into the future, brands must ensure they are the preferred brand—not only for consumers but for their AI agents.” 

Rajamannar will be speaking at the Brand Innovators Marketing Leadership Summit at CES at 10:40 on Tuesday morning.

Prior to joining Mastercard more than 12 years ago, Rajamannar held senior leadership roles at WellPoint, Humana and Citigroup. Brand Innovators caught up with him to discuss CES, 2025 predictions and Shopping Muse, Mastercard’s AI-powered assistant. This interview has been edited for length and clarity.

What will the brand’s Priceless platform look like in the New Year and what does this mean for the consumer experience? 

More exciting than ever! Priceless is a platform that is both timeless and yet constantly evolving. We’re always looking for the next big opportunity to deliver the most relevant and extraordinary experiences, and we forged some incredible new partnerships that will help us deliver on this in 2025. 

Live music, for example, is a growing passion among people worldwide. Our partnership with Live Nation allows us to provide cardholders across Asia Pacific and Europe with exclusive access to presale tickets, premium seating, and VIP experiences that are truly unforgettable. In the U.S., we’ve expanded our music-related offerings through partnerships with iconic venues and festivals, such as The Capitol Theatre in New York and Moody Center in Austin, enhancing access to incredible live performances.  

Similarly, our new partnership with McLaren Racing taps into the surging global excitement around Formula 1, with one in three fans joining the sport within the past four years. Through this collaboration, we’re bringing unique, immersive experiences to motorsport enthusiasts, helping fans get even closer to what they love. 

What loyalty benefits will consumers be looking for in 2025? 

I firmly believe that traditional brand loyalty is becoming a thing of the past. I’ve long argued that brand loyalty is dead because –at a fundamental level – humans aren’t loyal to brands. Instead, consumers expect brands to be loyal to them. Loyalty is not a one-way street. It’s about building strong, meaningful relationships. 

In the years ahead, we will shift away from the concept of loyalty and instead focus on creating personalized, fluid experiences that foster long-term trust. Maintaining that trust will be essential, becoming the cornerstone of successful brand-to-consumer interactions. To do this, we must deliver the right content in the right way, at the right time, while continuously enhancing their experiences to nurture and build trust. 

Can you talk about how you are using AI at Mastercard today for personalization, like with your Shopping Muse and Small Business AI tools? 

We’re leveraging AI in innovative ways to transform both consumer and business experiences. These tools enhance effectiveness and allow us to connect with people in personalized and resonant ways.  

One example is Shopping Muse, an AI-powered assistant designed to redefine online shopping. It converts everyday language into personalized product suggestions and curated bundles. Imagine asking a chatbot, “Show me dresses for a wedding in Charleston with a black-tie dress code,” and receiving tailored recommendations that perfectly fit your request. This technology makes online shopping feel as personalized as visiting a boutique. Already adopted by popular brands like Belk, H&M, Michael Kors and Hugo Boss, Shopping Muse was created to meet growing consumer demand for seamless, intuitive experiences.  

We’ve also recently launched our Small Business AI tool, a chatbot tailored to support small business owners. With over 90% of small business owners acknowledging that mentorship improves their chances of success but only 25% having access to it, this tool democratizes mentorship. It simplifies the information-gathering process by offering easy-to-digest resources. For creators, we are providing pay transparency insights, helping them navigate fair compensation in the gig economy. 

AI’s potential is extraordinary, and when used responsibly, it can deepen our connections with consumers and businesses in transformative ways. 

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CES, the world’s largest tech show, kicks off in the New Year. Expect to hear how leaders from industries from finance and travel to entertainment and fashion will be embracing technology that are designed to solve challenges and improve lives.

This year’s event will explore innovations in AI, digital hubs, mobility and more with the idea that these new technologies can work to solve human challenges. 

“You are going to see innovations driving the next wave of discovery across the show floor, from health care to mobility, you can also expect to see AI play a big role in many of our keynotes,” said Kinsey Fabrizio, president at Consumer Technology Association, the producer of CES in a CES press conference. 

CEOs from Accenture, Panasonic Holdings, SiriusXM, Volvo Group and Waymo will speak at the event. NVIDIA founder and CEO Jensen Huang will kick off CES with a keynote talk about how the brand is helping drive breakthroughs in AI and accelerated computing that will help transform industries from automotive to entertainment.

Delta Air Lines is celebrating its 100th anniversary in 2025 and will begin the celebrations with a CES keynote delivered by CEO Ed Bastian at Sphere. He will use the platform to honor Delta’s legacy of innovation and share the airline’s vision on using innovation to deliver better human experiences across the next 100 years. The talk will be followed by a performance by Lenny Kravitz. 

“Delta’s Centennial kickoff at Sphere is a bold statement about our beloved brand and our future vision,” said Alicia Tillman, CMO of Delta Air Lines. “This isn’t your typical CES keynote – it’s a chance for attendees to experience the Delta brand like never before through immersive exhibits and an unforgettable show – and for SkyMiles Members, we’ll offer even more exclusive opportunities that we’re fast becoming known for.”

The show floor will have 4300 exhibitors. Beauty, personal care, fashion tech and pet tech will be new categories at the show. Brands such on the floor will include: Amazon, Disney, Netflix, LG, Waymo and Samsung Electronics to name a few.

“In 2024, we introduced new AI-powered technology in our mobile devices with Galaxy AI; in our TVs with our AI upscaling; and even in our home appliances with Bespoke AI. All of these features enable people to live more efficiently, intuitively and conveniently than ever before. In 2025, our ‘AI for All’ vision will come to life in more exciting ways, particularly as we see people’s living-styles evolve,” said ​Allison Stransky, CMO of Samsung. 

“Consumers tell us they need smart features that impact their everyday lives, and that’s exactly what inspires our ‘AI for All’ mission,” she continued. “The way we live is changing. From multi-generational homes to the rise of single living; from pet owners to plant parents; travelers to homebodies; and everyone in between. Our products will allow you to customize your home environment and experiences, to best suit you. At CES, Samsung will debut a suite of AI capabilities that enable hyper-personalized daily routines that will make people’s lives easier, and what I love most, more fun.”

“CES has always displayed many life-changing innovations, ones that inspire and get people excited about what the future holds,” said Emily Ketchen, Lenovo’s VP & CMO of intelligent devices group & international markets. “Yet it is no longer just about the products but also about the meaningful, authentic connections that those products create.  As we look to 2025, consumers will crave personalization now more than ever before. AI and specifically the AI PC are one of the most exciting transformations in computing over the last 30 years and at Lenovo we will be focused on making computing more personalized, productive, and protected. Through personalization we look to build trust with our audiences so our customers not only love our brand but demand it.”

Stacy Malone, vice president, global business marketing, at Pinterest said that the future of shopping and commerce, which is always evolving, will be a rich topic this year at CES.

“For platforms, it will be especially important to lean into how audiences like Gen Z prefer to shop. They want to discover in more personal ways, similar to the joy of shopping in real life. At Pinterest, we’re going to talk about our plans to build a hyper-personalized visual discovery experience,” said Malone. “And because AI is on everyone’s minds, I also expect these discussions to continue in Vegas. At Pinterest, AI is dramatically improving our ad products and creating better user experiences. Early results show the suite of Performance+ tools decreases campaign creation time significantly 50% fewer inputs to set up a campaign and 20% improvement in cost-per-action for shopping campaigns.”

Brand Innovators will be hosting the CES marketing content track at the Wynn, looking at how new technologies, platforms, devices and channels will improve marketing and consumer experiences. Speakers from Mastercard, Delta Air Lines, IBM, Samsung, Diageo, Rite Aid, Heineken and Lenovo are among the brands that will speak on the stage across the four days. Monday night we will be hosting an Opening Night Celebration with Hip Hop artist Tyga. Explore the program and register today.

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