As CES 2025 wraps up, it’s clear that this year’s event sets the stage for transformative changes across the retail, mobile, cable, and OEM industries. From AI breakthroughs to sustainability initiatives, CES showcased trends that will reshape consumer engagement, device protection, and lifecycle management.

Here’s a recap of our most important takeaways and predictions for 2025.

1. Psychographic and persona-driven marketing are the future of engagement.

Detailed psychographics and persona-driven marketing will transform the retail and mobile sectors. By using AI and data analytics — informed by consumer research and insights — companies can create hyper-personalized experiences, moving beyond traditional demographic targeting. The data gathered from consumer behaviour becomes a key input for AI to form tailored solutions that truly meet the needs of specific consumer segments. Businesses that understand and adjust to these insights will see increased loyalty and engagement.

AI-powered personalization will become essential for customer retention. For device lifecycle businesses, offering tailored protection or repair services — like our Protect Select solution — will be crucial to building long-term relationships.

2. AI and robotics are transforming supply chains.

AI and robotics were at the forefront of CES 2025, especially in supply chain management. AI-driven automation and blockchain technology are improving efficiency, transparency, and agility in logistics and inventory management, helping businesses meet market demands faster.

In 2025, AI will drive supply chain resilience and sustainability. For device lifecycle solutions, automation will reduce costs, streamline operations, and tackle the growing issue of e-waste.

3. Personalization and AI-driven automation drive engagement.

Personalization technology is transforming the customer experience. AI-powered tools are enabling businesses to create tailored experiences, reduce cart abandonment, and boost conversions and sales. With Assurant Feature Exchange (AFX), we’ve made managing protection programs easier to launch, enable, and change.

Businesses offering personalized service packages, such as custom device protection and repair plans, will see higher profitability. Personalization will be key for driving customer loyalty in 2025.

4. Data privacy in the smart home is a competitive advantage.

As connected devices grow in popularity, the topic of AI — and how it’s enhancing home automation, energy efficiency, and user experiences — was trending during CES. The associated data privacy and security concerns will continue to be top of mind. Research from Parks Associates shows that 72% of consumers are concerned with the security of their smart home products and their network.

Consumers are more aware of risks, making robust security essential for building trust. In 2025, companies that prioritize data privacy — through encryption, regular updates, and transparency — will differentiate themselves in the competitive smart home market.

5. Sustainability: circular economy gains momentum.

Sustainability was a key theme at CES 2025. As the tech industry faces pressure to reduce its environmental footprint, Assurant is investing in device lifecycle management solutions to extend device lifespans and reduce e-waste.

Circularity is and will continue to be a core focus this year. Companies that embrace recycling, refurbishing, and sustainability will not only minimize their environmental impact, but also gain a competitive edge.

Embracing the future of innovation.

B2B decision-makers must adapt to trends like AI, sustainability, and personalization to stay ahead. The innovations we saw at CES offer a glimpse into an exciting future — one you can start preparing for now when you partner with us.

CES 2025 Wrap-Up: 5 Essential Trends Shaping the Future of Device Protection and Lifecycle Management Programs

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