From January 5 to 8, more than 100,000 professionals from a hundred countries are expected in the glitzy hotels of the American city, for a huge communication operation around ultra-connected devices and services.

In all, the stands will occupy more than 20 hectares.

But attendance remains lower than before the health crisis.

“The 2023 edition represents a new step towards a return to normal, to pre-pandemic levels”, assures Steve Koenig, vice-president in charge of research at the Consumer Technology Association (CTA), which organizes the CES.

In 2021, the high mass was held only online.

And in 2022, "we made the bold decision to come back in person," recalls Steve Koenig.

But the living room was a shadow of itself, with many empty rooms.

The South Korean giant Samsung, in particular, has made CES its showcase for the American market.

On Tuesday, he highlighted washing machines that themselves assess the level of dirt and determine the amount of detergent needed.

The company is also working on the design of an oven with an integrated camera to monitor the cooking live or make a video of the soufflé taking shape, a function designed in particular for influencers on social networks.

"Deflationary Force"

CES has also become one of the most important auto shows, with announcements from BMW, Stellantis and Sony, among others.

“The days when CES was all about televisions, laptops and connected home gadgets are over,” notes Thomas Husson, analyst at Forrester.

"Now that software is embedded in all devices, brands are showcasing innovations in electric vehicles, robotics and applied artificial intelligence."

The CTA is betting on technologies to rebound the economy, such as, in the past, smartphones or high-speed internet.

"This time around, the new waves of digital change that will fend off inflation and kick-start growth will come from businesses," Steve Koenig told a conference, referring in particular to robots that will make factories more efficient. and automated agricultural machinery.

A Samsung oven with an integrated camera and algorithms presented at the Consumer Electronics Show (CES), the big technology show in Las Vegas, January 3, 2023 © Patrick T. Fallon / AFP

Technology increases productivity, thereby reducing production costs, and is therefore "a deflationary force for the global economy," said Gary Shapiro, president of the CTA.

Companies will have to choose their arguments carefully, however, as rising prices and post-pandemic saturation dampen consumer spending.

The CTA estimates that revenues from the technology sector in the United States (cars, televisions, mobile applications, etc.) will fall to 485 billion dollars in 2023, against 512 billion in 2021, a record year.

“The looming recession and inflation will weigh on household budgets,” the organization noted in a statement, “but tech industry revenues will remain about $50 billion above previous figures. 'before the pandemic'.

"Bonus" Humans

During the health crisis, many technology companies have largely benefited from the confinements and have hired with a vengeance.

Last year was a year of corrections, with social plans all over Silicon Valley.

On Wednesday, the IT group Salesforce announced that it would be laying off around 10% of its employees, or nearly 8,000 jobs.

In the evening, it was the e-commerce giant Amazon which announced the loss of "just over 18,000" jobs, including in Europe.

For Steve Koenig, this reality should not, however, hide the real problem, that of the general lack of qualified labour.

The Y-Brush electric toothbrush, presented at Unveiled two days before the official opening of CES, is supposed to clean teeth in just 10 seconds © Patrick T. Fallon / AFP

“Twenty years ago, technology was a plus for a company. Today, the bonus is people,” summarizes Steve Koenig.

"Former tech giants' employees easily find work elsewhere, because other companies need their skills in the cloud or AI," said Avi Greengart, analyst at Techsponential.

For start-ups, "it may be easier to find talent, but it has become much more difficult to raise funds", because of the rise in interest rates, he nuances however.

The semiconductor supply chain also remains a concern.

“Shipping costs are coming down and there are fewer delays at ports around the world,” notes Steve Koenig, “but you only have to look at what is happening in China to understand how the situation remains. uncertain".

© 2023 AFP