LAS VEGAS — The annual tech event known as CES returns to semi-normal status here this week, with an emphasis on virtual and augmented reality, artificial intelligence, car tech and the ubiquitous hi-def displays.
But what the tech industry is looking for above all else is a much-needed jolt of disruption after a brutal end to a year marred by the evisceration of tech stocks, the collapse of crypto platform FTX, a malingering “metaverse,” a sputtering streaming market and a general creative malaise. Following a couple of quiet years due to COVID-19 restrictions — including an all-virtual edition in 2021 — the tech industry’s signature event kicks off for media on Wednesday with a slew of product announcements from Sony Group Corp. SONY and LG Corp. 003550 , as well as keynote speeches from Advanced Micro Devices Inc. AMD Chief Executive Lisa Su and BMW BMW Chairman Oliver Zipse. The CEOs of Deere & Co. DE and Delta Air Lines Inc.
Absent the bold-faced names of previous CES shows, such as Microsoft Corp.’s MSFT then-CEO Bill Gates and Intel Corp.’s INTC former CEOs, organizers are banking on high-impact product announcements. One possibility is HTC Corp.’s 2498 new $1,300 Vive Focus 3 headset, which will make a play for “metaverse” users before the anticipated launch of Apple Inc.’s AAPL headset later this year.
Artificial intelligence has generated plenty of buzz in the industry, especially in the form of automated tools used by companies to help contain costs while maintaining customer service. Gartner forecast that worldwide revenue for AI-enabled virtual assistants will reach $7.1 billion for 2022, up about 15% over 2021. It remains to be seen how much of the hottest tech trend — generative artificial-intelligence apps like ChatGPT — will be showcased on the show floor.
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