The CES keynote will never be the same.
This is my 12th CES, so there's not much that surprises me at this point, at least in terms of press conferences. All the big companies tried to outdo each other (the main method was celebrity appearances, although this is not as common now). However, the venue itself has now become a battleground for CES addresses.
This week Delta was the first company hold the CES press conference, or “the show,” as the host called it, at the Sphere in Las Vegas. You've probably already heard of this high-tech venue, which usually hosts exciting concerts rather than trade shows. Debuting in 2023, the “multi-sensory experience” is known for being decked out both inside and out with LED displays and offering 4D effects such as wind and scents.
Three different credentials were required to attend the 18,600-person event, one of which required a special trip to obtain. Inside, Delta set up various installations to celebrate its 100th anniversary, and the lines for the company's merchandise were absurdly long. People even skipped Lenny Kravitz's performance at the end to stand in line for these items.
There was also food that was perhaps similar to what the airline would offer in-flight and snacks that you would expect on a Delta flight, such as Biscoff cookies. Of course, the company filled the auditorium with employees and guests, and also introduced a couple of celebrities – Viola Davis and Tom Brady – which I saw as a throwback to the CES keynote of old. And at the end there was a full concert: Lenny Kravitz with a full orchestra. This gave patrons the opportunity to come to a concert at the Sphere, where U2, Dead & Company, Phish and others had previously performed.
But, as you might expect, the most interesting aspect of all this is how Delta has taken advantage of Sphere's 4D capabilities. Each speaker's video was projected inside the room against a variety of backdrops that transformed the room into different spaces, from a dome to an observation deck to an airplane cockpit. Several times during CEO Ed Bastian's talk, there were interactions with airplanes as seats rumbled and rushing air created a feeling of flight, complete with directional, immersive sound. There was also a cameo from Uber CEO Dara Khosrowshahi, where an Uber Eats delivery with hazelnut-flavored coffee for Bastian arrived on stage and the aromas wafted out to the audience.
Perhaps the most striking aspect of the entire “show” was the finale, when video from the cockpit of a landing plane was projected inside the Sphere. And when the plane landed, everyone's seats rumbled, just like in real life when you drive onto the runway. This was quickly followed by my first indoor fireworks display to celebrate Delta's 100th Anniversary. I will say that the Sphere's immersive sound really enhanced this, and I doubt I'll experience anything like it again. I'm sure I'll never see indoor fireworks unless I go back to this particular place.
Of course there was news. It wouldn't be a CES press event without them. Delta announced its AI conciergeassistant in the Fly Delta application, created by the company to relieve stress while traveling. The airline announced the concept of a concierge for the first time at CES 2020but now he's working to make it a real thing, anticipating travel needs. Starting this year, customers will be able to interact with Delta Concierge via text or voice messages. Over time the platform will be able to do things like hail and VTOL Joby to drop you off at the airport to avoid traffic jams.
AI technology can recognize needs at both departure and arrival, including arranging shared transfers to your hotel. At the airport, you won't have to go through a TSA checkpoint, you'll just continue to your gate thanks to PreCheck Touchless ID. If you wear AR glasses while traveling, finding your way will be a breeze as the Travel Assistant illuminates your path. And once you're on the plane, Delta Concierge automatically connects you to Delta Sync Wi-Fi and the seatback entertainment system to display personalized information and recorded content just for you.
The Delta event was perhaps the most impressive CES presentation I attended. And I've been to press events where every person in their seat had a computer and a virtual reality headset. I don't know if any other company will invest what the airline has done in hosting and production this week, but it was immediately apparent that the bar had been raised and that a ballroom at Mandalay Bay or The Venetian would no longer be enough. if you want to make a lasting impression.