Marketers Search For Practical Tech to Boost ROI Amid Economic Flux

Targeted investments in AI and AR could drive results for brand leaders

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The Consumer Electronics Show, the tech industry’s premier trade event, is famous for its sampling of flashy gadgets and glimpses into a far-flung future, but marketers in Las Vegas last month for CES 2023 had little appetite for flying cars or robot butlers.

With budgets pared down to brave a looming economic downturn, brand leaders are instead on the hunt for technology that can yield new revenue in the here and now—which means that patience for meandering experimentation is waning.



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This story first appeared in the February 2023 issue of Adweek magazine. Click here to subscribe.