Stepping into The Consumer Electronics Show (CES) 2025 in Las Vegas, we immersed ourselves in a world of technologies presented by over 4,500 exhibitors from 150+ countries worldwide. Once again, the convention center served as a global stage for the latest advancements and played host to over 140,000 attendees—drawing tech enthusiasts, investors, and industry leaders eager to get a glimpse into the future. This year, the focus shifted beyond mere technological advancements, exploring the profound societal impact and ethical considerations that accompany these innovations, taking a more human-centric turn.
Switzerland ranked the world’s most innovative country according to the 2024 Global Innovation Index (GII) from the World Intellectual Property Organization (WIPO) for 14 consecutive years, drew attention at the Eureka Park with its bright yellow Swisstech pavilion, presented by Presence Switzerland, Switzerland Global Enterprise, Embassy of Switzerland in the United States of America, Swiss Business HUB USA, Innosuisse, and Swissnex. The Swiss delegation showcased a range of technologies developed by promising Swiss startups (sources: SG-E/ PRS) as well as thematic partners such as the EPFL AI Center and the ETH AI Center. We were delighted to have among us the Swiss Ambassador to the United States, Dr. Ralf Heckner, who gave us a glimpse of his hope for this pavilion: “My hope is that this pavilion will be a launch pad for new innovations and partnerships between Switzerland and the United States.”
This article presents the key trends observed at CES 2025, highlighting the Swiss contributions and exploring how these advancements are shaping the future.
AI is Everywhere:
At CES 2025, AI was no longer just a buzzword; It became clear that in 2025, it will be seamlessly integrated into every facet of our lives. We will see AI-powered personal assistants who anticipate our needs and daily routines, making proactive suggestions to improve our lives by adding convenience and comfort. AI-driven healthcare solutions will further advancements in personalized medicine, remote patient monitoring, and AI-assisted surgical procedures. Related to that topic, Maria Hahn, CEO of Nutrix AG, presented “cortiSense” winner of the CES Innovation Award for 2025 in the Digital Health Category, said: “cortiSense is fighting workplace stress, and helping detect burnout, leading to absenteeism, costing $300 billion in the US.”, showcasing Swiss solutions for the US market. Furthermore, AI-powered robotics are expected to revolutionize industries with advancements in manufacturing, logistics, and even agriculture.
The Metaverse Takes Shape:
CES 2025 gave us a glimpse of the metaverse’s potential, and this is just the beginning. We expect to see even more immersive and realistic VR/AR experiences in the coming years, with advancements in haptic feedback that mimic real-world sensations, spatial audio creating truly 3D soundscapes, and AI-powered avatars that not only look like us but can also interpret and react to our emotions. While gaming remains its principal user, the metaverse is rapidly expanding into other sectors. Imagine attending a virtual classroom where you can interact with teachers and students from around the globe or undergoing medical training through realistic simulations, training for your driver’s license before actually having to take the test, AckTao, one of the Swiss startups present at the Swisstech pavilion presented their new application, “DRIVE,” which is the world’s first digital driver’s license program. Businesses will utilize the metaverse for collaborative meetings and design sessions, while tourism will be revolutionized with virtual tours of faraway destinations. This convergence of the physical and digital worlds raises exciting possibilities. The metaverse promises to redefine how we interact with each other and the world around us.
Sustainability is Paramount:
Sustainability was a core theme at CES 2025 and will play a dominant role in 2025 and beyond. From eco-friendly electronics and renewable energy solutions to sustainable agriculture and circular economy initiatives, the focus will be on minimizing environmental impact and creating a more sustainable future. In 2025, we will see more and more innovative solutions for waste reduction, water conservation, and the development of clean energy technologies, including advancements in solar power, wind energy, geothermal energy, and fuel cell systems. Margaux Peltier, CEO and Co-Founder of Enerdrape, the world’s first startup presenting geothermal panel technology, converting underground spaces such as parking lots or tunnels into sustainable energy sources, said: “When we talk about tech, we don’t just talk about software. We talk about solutions that will revolutionize the future of energy.”
The Rise of Edge Computing:
As the volume of data continues to explode, the limitations of centralized cloud computing become increasingly apparent. At CES 2025, we witnessed the rise of edge computing, where data processing and analysis will occur on local devices, enabling faster response times, reduced latency, and improved data security. This trend is expected to have a significant impact on various industries, including autonomous vehicles, industrial automation, and smart cities. Hugo Flayac, Co-Founder & CEO of csky.ai, presented their solution for confidential meetings with their “smart secretary” performing speech recognition, transcription, and automated reporting in real-time, allowing the user to avoid using third-party, solving the problem of trust and data privacy. He mentioned that “The competition is rising, and it’s a good thing because people are becoming AI-aware.”
Ethical Considerations Take Center Stage:
Recognizing the ethical implications of rapidly evolving technologies, CES 2025 saw a heightened focus on ethical AI, data privacy, and cybersecurity. Discussions centered around the responsible development and deployment of AI, ensuring fairness, transparency, and accountability. These questions are promoted by the ETH AI Center, with one of their core pillar being to address ethical, societal, and policy implications, and the EPFL AI Center.
The technologies showcased at CES 2025 underscore the rapid pace of innovation and its profound impact on our lives. As we navigate this exciting yet complex landscape, it’s crucial to consider the ethical implications and societal impact of these advancements.
Swissnex in San Francisco aims to play a role in promoting a more human-centric approach to innovation. By connecting Swiss startups with the Bay Area ecosystem, we empower them to access the resources, expertise, and funding necessary to translate their ideas into impactful solutions. The Bay Area’s dominance in venture capital investment is undeniable. In 2024, startups in this region attracted $90 billion in VC funding, accounting for over half of all US VC investment that year. While Switzerland boasts a startup ecosystem, with CHF 2.6 billion (USD 2.8 billion) invested in Swiss startups in 2023, tapping into the Bay Area’s market is crucial for Swiss innovation to reach its full potential.
We will continue to support Swiss innovation through a variety of initiatives. Our upcoming programs will focus on robotics with the Startup Camp (Robotics) starting February 3, and later this year, the Startup Camp (Health-Tech) focusing on Swiss health tech innovations, as well as collaborations with Swiss universities through our Academic Residencies. We will actively engage with Swiss startups, providing them with the resources and connections they need to enter the U.S. market. Moreover, our presence at key industry events, such as Human X 2025, Techcrunch, VERGE, SF Tech Week, and SF Climate Week, will serve as a platform to showcase the ingenuity and creativity of the Swiss tech ecosystem. Through these collaborative efforts, Swissnex in San Francisco aims to bridge the gap between Switzerland and the Bay Area, encouraging exchanges of knowledge and shaping the future of innovation.
Written by Gwenaëlle Gisiger, Communications Associate at Swissnex in San Francisco. Gwenaëlle is committed to supporting and communicating about Swissnex’s activities, promoting Swiss innovations, and connecting Switzerland with the US.
Edited by Sophie Bohnen, Head of Communications at Swissnex in San Francisco
