
CES 2024 Las Vegas Review & Outlook - part #3: Technological invasion, digital technology invades all sectors
In this series of 3 articles, we share key trends from CES 2024, where we joined the Swiss delegation orchestrated by S-GE, and an exciting guided tour led by Swiss4tech, which offered us a unique insight into the latest technological advances likely to enrich the Swiss entrepreneurial landscape.
- CES 2024 Las Vegas review & outlook - part #1: Software Defined Industry
- CES 2024 Las Vegas review & outlook - part #2: On-Device Generative AI - from Cloud to Local
Technological invasion: digital technology invades all sectors
L'Oréal: from cosmetics to digital
In a world where the boundaries between industries are blurring, L'Oréal's appearance at CES 2024 marks a significant turning point. During his presentation, Nicolas Hieronimus, CEO of L'Oréal, highlighted the company's technological evolution, emphasizing how this transformation guarantees their sustainability.
L'Oréal emphasized its commitment to inclusion and sustainability, with an example being their new "AirLight Pro" hairdryer, co-developed with Zuvi, which reduces energy consumption by 31% while minimizing hair damage. The emphasis on accessibility is underlined by "HAPTA", an innovative device to help make-up wearers with reduced mobility. These new products illustrate L'Oréal's approach to integrating digital technologies and riding the waves of innovation linked to them.


"We have created the perfect beauty advisor, whenever you want, and wherever you are (...) L'Oreal Paris Beauty genius our first virtual, personal beauty advisor. This is not a chatbot but rather a fully personalized AI engine AI powered solution based on an individual in-depth diagnosis." - Nicolas Hieronimus
The integration of technology into traditional fields such as cosmetics is not simply a question of product innovation, but rather an important evolution in corporate strategy, reflecting a changing global economic landscape. Companies are increasingly willing to go beyond the confines of their original sector to explore new opportunities (following the example of the Blue ocean strategy project). This step forward by L'Oréal is a clear signal of the upheaval underway, facilitated by digital acceleration.
The presence of a company traditionally focused on cosmetics and beauty at a conference dedicated to electronics and technology underlines a shift in the way companies think about innovation and the convergence of sectors. It also indicates a growing recognition of the importance of technology in all aspects of daily life and business, underlining that technological innovation is no longer confined to industries traditionally considered "technological".
Sony: from electronics to automobiles
In the same trend, the automotive industry is undergoing a major revolution. Already challenged by Tesla, the entry of Sony and Honda into the electric car market is shaking things up. These two giants have given birth to the "Afeela" electric car, scheduled for production in 2026. Presented at CES 2024, Afeela is a vehicle that marks a convergence between the automobile and cutting-edge technology.

Sony, an iconic company in the technology sector, has made a remarkable breakthrough in the automotive sector, and is now broadening its horizons by embarking on the design and production of electric vehicles in partnership with Honda, a major player in car and motorcycle production.
Sony Honda Mobility has also partnered with Microsoft to use its Azure AI solution. The aim is to equip Afeela with a sophisticated personal assistant, powered by generative AI, to enhance the driving and on-board experience. In addition, Sony and Honda's electric car will feature advanced driver assistance and autonomous driving technologies, supported by more than 45 sensors and a LIDAR (Laser Imaging, Detection, And Ranging).
Afeela's particularity lies in software development, an area where Sony brings its expertise and brand image. The Japanese company, known for its leadership in gaming and electronics, wants to integrate high-end gaming experiences into its cars. Afeela promises to offer gaming performance equivalent to that of a PlayStation 5 console, thanks to the use of Epic Games' Unreal Engine 5.3 rendering engine. This innovation will enable passengers to play games like Fortnite while on the move.
The original presentation of Afeela at CES, remotely controlled by a PS5 DualSense controller, although a demonstration and not a feature planned for the production model, illustrates Sony and Honda's innovative and playful approach to the automotive sector. They're not just entering the electric car market, they're redefining what an automotive experience can be, combining cutting-edge technology with immersive entertainment.
Pet-tech: technology for pets
Technology is becoming an ever-increasing part of everyday life, and is revolutionizing the pet market. The pet-tech sector is playing an increasingly important role in our economy.
According to a Morgan Stanley study from the end of 2022, the pet market is booming and is expected to reach $277 billion in the United States by 2030, a considerable leap from the $118 billion recorded in 2019. Currently, 66% of households in the U.S., or around 87 million households, own at least one pet, according to the 2023-2024 statistics from the American Pet Products Association (APPA). This growing trend not only reflects the emotional attachment to pets, but also underlines the economic importance of this sector.
CES 2024 was a real showcase for innovations in this sector, presenting technological solutions designed to improve the lives of pets and their owners. With devices such as smart collars, autonomous litter trays, and other connected objects, pet technology is positioning itself as a key sector in the global economy, promising continued growth and increased integration into our daily lives.
Among these innovations, Invoxia's connected collar, designed by a French GPS leader, locates pets in real time and monitors their health, including heart rate and barking. Another example, the Minitailz, specially designed for cats, is able to detect conditions such as atrial fibrillation.
Ilume, an Australian start-up, also presented its Tracker product, comprising a smart bowl and a collar that tracks dog activity. Connected to the owner's smartphone, these products provide detailed tracking of the animal's daily activities, adjusting food portions according to age, weight and activity level for a personalized diet.
These innovations are intended to be valuable tools for the prevention and monitoring of our pets' health, and also to improve the physical and mental health of their owners. Technology dedicated to pets would seem to be an investment in health, facilitating the daily management and care of animals.
An era of sectoral convergence and interdisciplinary innovation, marking a fundamental transformation in corporate strategy.
The examples of L'Oréal and Sony illustrate how these giants rely on transcending sector boundaries to explore new opportunities. L'Oréal, by transcending the field of beauty, and Sony and Honda, by redefining the automotive experience, illustrate the crucial importance of technology in all aspects of daily life and business. Similarly, technology's immersion in the pet market shows that innovation knows no boundaries.
For Swiss SMEs, these developments are signals of change that cannot be ignored. Adapting to this dynamic, seizing opportunities for cross-sector innovation and proactively integrating digital into their strategies are essential - indeed, vital - steps if they are to remain competitive in an ever-changing global economic landscape. Swiss SMEs therefore need to heed these signals and adapt their innovation strategy to continue thriving in this new landscape.
#TechTalk & #TechDemo: concrete sources of inspiration & alternatives in French-speaking Switzerland to address international issues
The concepts of interdisciplinarity, hybridization and collective intelligence, as well as the subject of IoT (Internet Of Things , i.e. Connected Objects) are among the themes that Alp ICT and its various guests have developed on several occasions during our interviews and tool demonstrations, #TechTalk & #TechDemo.
Below, on a more local scale and directly linked to the practical realities of Swiss entrepreneurs, you'll find what was revealed through these RDVs:
Continue your dive into the world of technological and digital innovation through the CES 2024 trends selected by Alp ICT :
- CES 2024 Las Vegas review & outlook - part #1: Software Defined Industry
- CES 2024 Las Vegas review & outlook - part #2: On-Device Generative AI - from Cloud to Local