Nvidia CEO Jensen Huang delivers a keynote address at the Consumer Electronics Show (CES) in Las ... [+] Vegas, Nevada on January 6, 2025. Gadgets, robots and vehicles imbued with artificial intelligence will once again vie for attention at the Consumer Electronics Show, as vendors behind the scenes will seek ways to deal with tariffs threatened by US President-elect Donald Trump. The annual Consumer Electronics Show (CES) opens formally in Las Vegas on January 7, 2025, but preceding days are packed with product announcements. (Photo by Patrick T. Fallon / AFP) (Photo by PATRICK T. FALLON/AFP via Getty Images)AFP via Getty ImagesCES is showcasing flying cars, smarter AI and Samsung AR headsets that astound us. But the real takeaway isnt whats possible its whether youre asking the right questions to shape whats next.We mocked AI for generating six-fingered images only a year ago, using them as proof that technology couldnt replace human creativity. Today, AI can produce hyper-realistic videos, generate nuanced content, and even hold conversations that feel eerily personal. Yet many still ask: Isnt AI just a tool?If so, why does it feel like AI is evolving faster than we can adapt? The real question should be: Are we prepared to keep pace with a world reshaped by AIs advancements? This creates more questions that not enough businesses are asking.Here are the uncomfortable topics that business leaders must explore to move forward:AI in 2025: Where Are We Going?AI is no longer a shiny new toy its becoming invisible, interconnected and increasingly human-like. But what does that mean for businesses? Invisible AI: AI will seamlessly integrate into our daily lives without us even noticing. What happens when we no longer differentiate between human and machine-driven interactions?MORE FOR YOU Connected AI: Agentic AI can finally start to solve the problem of siloed systems and bloated tech stacks. Are businesses replacing outdated infrastructures with the right streamlined solutions? Emotional AI: AI can now deliver experiences that feel deeply human, reshaping how we think about customer and user experiences. Should historical web user experiences and interfaces be rethought for owned brand touchpoints?And what happens to the startups riding the AI wave? Will the bubble burst for those merely building on standardized frameworks? If so, who will remain standing, and are your investments in last years start-ups the right bets?E-Commerce: A Shift in Focus?The world of e-commerce continues to evolve. But are we asking the right questions about its future? Most are not. Consider these: Could faceless YouTube creators become the next wave of entrepreneurs, bypassing traditional dropshipping and SEO for video-first engagement? Will live video shopping become the norm for brands seeking real-time consumer interaction? Do they all need their own live studios? Should they own these channels, or is there a new economy of partnerships with streamers or publishers? How might AI-driven merchandising reshape inventory management, SKUs and the entire shopping experience?Hardware: Beyond 3 Screens and 4 Wheels?How we receive information and deliveries is about to change drastically: Will last-mile delivery truly be disrupted by drones and autonomous systems? Or will logistical challenges hold back this transformation? If it does evolve, will this change consumer expectations? Could concierge doctors revolutionize health care by introducing wearable, connected devices for real-time monitoring? What role does trust play in this relationship? Will autonomous transportation replace the need for humans' second biggest purchase behind a home, the car? Could it solve traffic problems? Will it change our relationships with each other and our children?Web3: A Quiet Comeback?Could Web3 make its return under a new guise? Without the hype, what practical applications might emerge? Will stablecoins become the financial backbone for businesses, or are there barriers we still havent addressed? How important will proof of authentication become in verifying brands, people, content and products in a decentralized digital world? Will blockchain technology be used beyond payments, like AI security? (Samsung thinks so.) Will brands realize that the metaverse was never actually a fad for Gen Alpha and remains the most engaged platform for younger people?Content: A New Era of Creation?As content creation evolves, are we ready for what comes next? Could low-creative/no-creative content automated and AI-driven become the dominant form of engagement? If so, what happens to human storytellers? Will synthetic content auto-generated videos, images and postsaccount for 25% of consumer engagement across social channels? Could an AI-first studio produce a long-form cultural hit, and what would that mean for traditional content creators?And what about the rise of an automated influencer economy? Could virtual influencers and AI-driven personas redefine how brands interact with consumers? What does authenticity mean in this new landscape?Marketing and Design: Reimagined or Reinforced?In marketing and design, possibilities abound. But how many will materialize? Will Generative UX dynamic, ephemeral experiences tailored to user needs reshape digital interfaces? Could this redefine what makes a website or app successful? Could synthetic data become table stakes, changing the game with pre-optimized creative? How might small-C creativity (scalable, automated content) connect with small-I insights (pre-optimized, data-driven strategies) to deliver more personalized consumer experiences?Creativity: What Remains Uniquely Human?As AI continues pushing the boundaries of what it can create, were left wondering: What is creativity, really? Are humans about predictability or unpredictability? Is unique human creativity about context and story collisions seeing connections others might miss to create new ideas? Could AI learn to do the same? Or is creativity fundamentally serendipitous, tied to something ineffable and deeply human? If so, can it ever be simulated?AI can now tell stories, argue perspectives and create with remarkable skill. But can it find meaning in the unseen or understand narratives with multiple layers of interpretation?The Pace of Change: Are We Ready?AI is already creating hyper-realistic outputs, reasoning effectively and adapting faster than we can imagine. But has your business kept pace? Are you still relying on siloed systems, outdated tech stacks or bloated consultants to address the future? Is your business intentionally defining the role of humans versus machines? Have you considered how AI could reshape your consumer touchpoints, communications and value propositions?The past reminds us how quickly things can change. In 2004, the iPhone didnt exist, social media was just networking and online video was pixelated at best. That was only 20 years ago.Whats going to happen 20 years from now? What will the landscape look like over the next year? (At this point, we are closer to 2026 than when you first heard of ChatGPT.) Small, incremental or highly disruptive change?The six-finger images of 2023 remind us how far weve come and how far we still have to go. Businesses that embrace this evolution with intention and curiosity will lead the way. Those who dismiss AI as just a tool risk falling behind and wondering why they didnt act sooner.