The emergence of generative artificial intelligence took center stage as organizations scrambled to harness and commercialize the technology, creating an atmosphere of anticipation and boundless potential.
However, the technology sector faced significant challenges with a massive wave of job cuts sweeping through companies during the summer period, an event that later became known as the “Great Tech Reset.”
Yet despite experiencing both remarkable peaks and challenging valleys, the technology industry continues to showcase remarkable innovation and maintains an optimistic outlook for what lies ahead.
“Innovation isn’t just a concept – it’s something tangible that we can experience with our senses. It’s instantly recognizable,” explained Brian Comiskey, who serves as senior director of innovation and trends and futurist at the Consumer Technology Association. “Whenever humanity encounters obstacles or challenges, we respond by developing technological solutions through adaptation, creation, and design.”
Speaking on the eve of the 2025 Consumer Electronics Show, Comiskey highlighted several emerging technological trends that consumers should watch for in 2025.
Gen Z and tech
Comprising individuals born between 1997 and 2012, Generation Z stands as the largest generational cohort globally, representing approximately one-third of the world’s population.
“To grasp technological evolution, we must first understand the people driving it,” Comiskey emphasized. “While technological adoption is certainly influenced by political, economic, and sociocultural factors, generational shifts fundamentally reshape how humans interact with technology.”
This generational shift presents a significant transformation for the technology sector.
What makes it different?
Unlike millennials and Generation X, who adapted to the internet era, Generation Z has been immersed in technology from birth, with smartphones and tablets as constant companions. This makes them the first truly digital native generation – a factor that significantly influences their technology consumption patterns.
Studies indicate that Generation Z strongly considers sustainability and cultural values in their purchasing decisions. However, they simultaneously engage in practices like fast fashion that contradict these values, creating what’s known as a value-action gap.
“Generation Z shows two-and-a-half times higher likelihood to purchase products that incorporate multiple sustainability features, such as recyclability and energy efficiency,” Comiskey noted, emphasizing that product developers and marketers must consider these preferences when creating technology for this generation.
AI into 2025
The artificial intelligence retail market, valued at $7 billion in 2024, is projected to experience explosive growth. According to Comiskey, this market is expected to reach $30 billion by the decade’s end – just five years away.
Comiskey revealed that more than 50% of American consumers are leveraging generative AI for personalized shopping experiences, with AI integration leading to a 40% increase in purchase probability at the individual consumer level.
“AI’s prominence at CES this year comes as no surprise,” Comiskey noted. “The focus will be on understanding how AI can enhance productivity across sectors.”
He elaborated that innovative companies like Chatbase are advancing AI technology toward autonomous “AI agents” capable of handling essential business operations, from payroll management to customer relationship maintenance.
Furthermore, companies such as SES AI are pioneering the development of batteries to power next-generation humanoid robotics.
The AI revolution extends beyond high-tech sectors, with everyday consumer devices receiving enhanced AI capabilities.
“The integration of AI in next-generation consumer hardware is transforming everything from smartphones and laptops to televisions, smart glasses, and vehicles into sophisticated intelligent platforms,” Comiskey explained.
Human security
“The concept of human security encompasses fundamental rights including environmental protection, food security, healthcare access, and more,” Comiskey elaborated. “Technology plays a crucial role in addressing and providing solutions to these challenges.”
He specifically pointed to energy transition as a key area where technological innovation is meeting global challenges head-on.
Companies are integrating power solutions directly into infrastructure, with Eaton developing advanced cooling systems for data centers, while Siemens and Samsung leverage AI to automate residential energy management.
Human security also encompasses food security, which is intrinsically linked to energy and environmental considerations.
How is technology addressing this challenge?
Kubota is pioneering robotic solutions for agricultural management, while John Deere unveiled its latest autonomous machinery lineup on Monday, featuring sophisticated computer vision, AI integration, and advanced camera systems for enhanced environmental navigation.
Comfort and content in smart homes
While transportation technology continues to advance rapidly in 2025, Comiskey posed an intriguing question to CES attendees.
What awaits us at home?
“Our homes are sanctuaries where we seek comfort, and technology increasingly supports this fundamental need,” he observed.
Television sets exemplify this evolution perfectly, being ubiquitous in households worldwide.
According to Comiskey, modern TVs are evolving beyond entertainment devices to become comprehensive “smart home command centers.”
“Smart home hubs are expanding to incorporate health monitoring features, advanced energy management capabilities, and AI-driven personalization, creating living spaces that support financial stability, physical wellness, and overall quality of life,” Comiskey concluded.
Leading tech giants Samsung, LG, and Hisense are unveiling cutting-edge AI-integrated television systems that promise to revolutionize smart home management while offering a glimpse into the future landscape of entertainment technology.
The innovation extends to interactive shopping experiences, where viewers will soon have the ability to instantly purchase clothing and accessories worn by their favorite characters, directly through their television screens during shows or movies.
Looking ahead to 2025, Comiskey predicts a significant shift toward live services in both video streaming and gaming sectors. Netflix’s recent milestone achievement with record-breaking NFL streaming numbers on Christmas Day, coupled with the continued success of live service games like Marvel Rivals, indicates this trend’s growing momentum.
“We’re witnessing the initial phase at this decade’s midpoint, laying groundwork for the 2030s,” Comiskey reflected. “While the 2020s can be characterized as the intelligence decade, the 2030s will undoubtedly emerge as the quantum decade.”
