CES Las Vegas 2024: Hisense, LG, Samsung unveil consumer-led AI-rich electronics
As the economy slows, global electronics giants are unveiling AI-enabled products that could slash power costs and even grocery bills.
Call it a tease. The world’s biggest electronics companies are revealing their hottest technology this year at a time when many Australians are second guessing such purchases as the economy slows.
Bigger and brighter television screens, cars with ChatGPT installed and appliances enhanced with AI to do many household chores were among the many items showcased at CES, the world’s biggest consumer electronics show in Las Vegas this week.
But it is set to be a tough year, despite household spending soaring 2 per cent in November - the biggest one month increase in two years. Economists expect the spending spree to be a one-off as the realities of the Reserve Bank’s most aggressive series of interest rate hikes set in and weigh on the economy.
As a result, electronics manufacturers are eager to show their latest tech will deliver value for consumers, with their AI-enhanced products potentially saving consumers money on power and even grocery bills.
“For us, it’s being consumer-led in our decision making,” said Hisense ANZ head of marketing Gideon Lui.
“We drive the highest tech and the most premium features but if it’s not attainable, then it’s not a relationship with the customer. So we do what it takes, whether it’s through R&D (research and development) all the way through to how we communicate and distribute it to sales channels.”
Hisense invests about 5 per cent of its annual revenue each year in research and development and has about 25 R&D centres globally. New products this year include a 110 inch TV that produces about 10,000 nits of brightness – about 10 times the level of the average set of car headlights on high beam, and an AI-enhanced laser projector, which can fully automate its focus, keystone and screen alignment.
Hisense national appliance trainer Chris Mayer said consumers could also use the company’s ConnnectLife app to better coordinate their smart appliances - such as washing machines and dishwashers - to optimise power usage and save money.
“All of these devices can actually record their energy usage to the app, you can even put in your tariffs and see how much its costing you to run and manage your habits accordingly,” Mr Mayer said.
Behind the glitzy press conferences, product demonstrations and celebrity appearances, representatives from retailers across the globe were meeting with the big electronics companies to discuss pricing and potential orders for such goods.
One such item that is yet to have its price tag revealed is the world’s first transparent OLED TV, which LG unveiled at CES and is nearly invisible when switched off.
It is expected to be expensive, but Lee Hyang-eun, head of customer experience and innovation at LG’s home appliances and air solutions division, said the company needed to continue to innovate to ensure it was well positioned when the economy bounces back.
“When things are being slowed down, that’s the time as a manufacturer to invest in the future and develop a bigger or longer roadmap to actually develop a new product,” Ms Lee told The Australian at CES.
“We are expecting those technologies to be recognised when the economy is back on track. So around this time of the year … when the economy is having a hard time, we are still doing what we are good at, producing reliable, good technology, home appliances. But at the same time, that’s like the time that we are investing actively more into the future.”
It is a similar philosophy to the one Gerry Ryan has adopted at his Jayco caravan manufacturing business.
Mr Ryan told The Australian at the onset of the Covid-19 pandemic that investing in marketing during economic downturns effectively weaponised his company.
Samsung vice president of consumer electronics for Southeast Asia and Oceania, Jeremy Senior said while there were consumers who had no choice but to delay discretionary purchases, those who needed to buy a TV, washing machine or other household appliance were looking for more value.
“Value can be price, yes, but value can also be features and benefits. And one of the things that we talk about at Samsung a lot is designing products that deliver more than their core promise.
“So if we look at a TV line-up, yes, we want it to be the best TV. We want it to present movies better than any other. But we also incorporated into our TVs things like Samsung TV Plus, and in Australia, you can now have access to over 100 channels of content for free. There is no need for a streaming service or any other subscriptions.”
*The author travelled to CES as a guest of Hisense.
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