CES 2022 is happening. Here's what to expect
Ever since with the onset of Covid-19 pandemics in early 2022, a new irony was introduced to the “What to Expect” journalism genre. What to expect from a major trade show? Who knows! Who knows if it will even happen! But this one is happening - at least for now. Here's the big one: CES, the annual major consumer electronics festival in Las Vegas, Nevada. And it happens both IRL and online.
We do not yet know for sure how many tech makers, marketers and analysts still feel heavy enough to be present in person, where vaccination is required. The last time CES was held in person, in January 2022, was attended by around 170,000 people. Last year, in 2022, we experienced CES completely through our screens. That was not much fun, but again, none removes microscopic virus pieces in a crowded casino.
When WIRED spoke to the Consumer Technology Association in mid - December, the trade body that will host the show, the CTA declined to share how many people registered for the event this year. And since then, several major tech companies have backed up attending the show, including Google, Microsoft, Amazon, Lenovo, Intel, T-Mobile, AT&T, Meta, TikTok, and Pinterest. More than 150 companies have identified their presence as "digital only." And just two days ago, the CTA shortened the event by a day - from four days to three - due to pandemic concerns.
"What we've seen with trade fairs in general is that they're about 30 to 50 percent from previous years," said Jean Foster, senior vice president of marketing for the CTA. “If we get into that 50 per cent range, we will do very well. ”
What we do know is that all major shows on the platform will be broadcast live for remote servers. Several areas of emerging technology will be identified this year, such as NFTs. The show’s automated portion has become even more important from previous years, and keynote speakers include GM GM chief Mary Barra and U.S. Secretary of Transport Pete Buttigieg. Digital health will remain at the forefront of mind, everyday home products will be integrated with AI, laptop makers will do their best to make things interesting, and, just in case there are not enough screens in the last two years, there toil there will be big, brilliant shades. We may need to see some of them through our own screens: WIRED has also decided to cover the event remotely.
One of the new categories at this year’s show is tech space. Foster says it was the current "space race" that led the CTA to take over the region.
“Having a lot of private investment and attention to companies like Blue Origin and SpaceX means that there are now enough companies that are interested and would come and show and show,” Foster says. These exhibitors range from Sierra Space, a subsidiary of Sierra Nevada Corporation that has been building space planes to transport goods to the ISS; to Zero-G, which registers private zero-gravity flights.