The number one tech underpinning so many of the gadgets and top products at CES 2025 was (of course) AI. Artificial intelligence touched everything as companies promised better functionality and customer experiences for everything from neurotech to home automation, safety and security, energy efficiency, and task-oriented humanoid robots.
I saw firsthand how AI companies are sharing their stories with media and other audiences. For instance, the NeuroTech event at the Venetian highlighted the marriage of hardware and digital health, where companies are advancing opportunities to better identify and manage mental health, control prostheses, or secure patient data.
At the AI House, brands highlighted real-world use cases in AI that build new business models, improve operations, and create better customer experiences. Across the rest of the event, myriad examples showed how AI, even in its early stages, is improving functionality to give brands and customers an edge in making their daily lives easier or more enjoyable.
Not every company did a good job telling their story though. CES is more than just announcing a new product or concept device to point to the future. It’s also about storytelling to build a brand, sharing how your company is doing something unique and solving challenges or creating new opportunities that outshine competitors.
CES is one part capitalizing on the event, but two parts setting up storytelling and PR initiatives for the rest of the year. Don’t look at CES in a vacuum. Consider what you learned, what your competitors accomplished, how the themes from the show and upcoming milestones shape your media and external communications strategy for the next several months. With that in mind, here are four takeaways on how companies successfully told their story:
Ground tech advances in a human story
One of the most compelling demonstrations at CES was a robotic prosthetic arm, Psyonic, that highlighted both the hurdles and the breakthroughs in assistive technology.
It also underscored the challenges in storytelling, balancing the optimism and promise of life-changing technologies and the perils of overhyping the current state of products and tech.
One man wearing the prosthetic spoke about the challenges of being one-handed in a two-handed world, and how he would have to switch between prosthetics or deal with poorly made products. Advancements in hardware have come a long way after much trial and error in the industry, and now he has all he needs.
Framing the story around resilience and real human problems makes it about more than just technology and tells a more relatable and honest human story that resonates.
Everyone’s talking about data. Find a unique angle.
“It’s all in the data” was a refrain heard repeatedly about AI throughout CES. A lot of people in tech might not be surprised. Of course, it all starts with data. However, companies across industries emphasized the importance of managing data responsibly to protect patients, leveraging it for product development to accelerate go-to-market, and driving functionality of hardware and backend systems.
Whether it’s discussing how to clean, protect, or retire outdated data, or exploring the ethical implications of data use, the storylines are rich. Positioning your company as a leader in tackling these challenges can generate valuable media attention, even in the absence of a major product launch.
Unpack the layers of AI for reporters
The AI narrative isn’t a monolith. Ethics, regulation, safety, and societal impact are just a few of the layers that the media is eager to explore as outlets hire more reporters to focus on AI.
I spoke to one company that leverages a proprietary AI platform. They feared they might not get as much media coverage because they don’t have constant product updates to roll out. On the contrary: Their expertise in AI can give them credibility and seemingly endless opportunities to build their brand. Even without product updates, they have expertise that reporters are looking for every day as they report on the daily updates in AI for their audiences.
This requires preparation. Founders and executives should be ready to discuss the broader implications of AI, from bias mitigation to policy development. By doing so, they can position themselves as thought leaders and keep their brand top of mind.
Tie AI tech to societal trends
One of the best speakers I heard was Bjoern Wolterman from Katalyst. He tied together multiple trends and societal issues underpinning the value of his product and the opportunity in the market.
From aging Baby Boomers to recent reports of the value of muscle mass and the rise of GLP-1 drugs, he effectively made the case for the technology behind Katalyst’s strength training suit. That makes it easy for his target market and media to connect the dots and highlight him and the company in stories.
What to do now
CES 2025 showed that AI is just at the starting line, and that telling stories about it, like any other technology, is about connecting the dots for your audience, not just talking tech. Whether it’s about improving lives, enabling new experiences, building your brand, or opening a door to future technologies, empathy for your audience and target market is a critical factor in standing out among myriad other tech stories. Now that we’ve seen these strategies gain traction with media, it’s time to take a fresh look at how you’re positioning your product, how AI is involved, and how you describe the impact to customers and reporters. Need help developing your narrative? Let’s talk.