Delta changed the game for CES press conferences
The CES keynote will never be the same.
This is my 12th CES, so there aren't many things that surprise me at this point, at least in terms of press conferences. All of the big companies used to try to one-up each other (celebrity appearances were the main method, although it's not as common now). However, the venue itself has now become the battleground for CES addresses.
This week, Delta was the first company to host a CES press conference, or as the emcee called it, "a show," at the Sphere in Las Vegas. You've likely heard about the high-tech venue at this point, which usually hosts immersive concerts rather than trade show events. Debuting in 2023, the "multi-sensory experience" is known for having both the interior and exterior draped in LED displays and offering 4D effects like wind and smells.
Three different credentials were required to attend the event in the venue which holds 18,600 people, one of which required a special trip to obtain. Once inside, Delta had various installations to celebrate its 100th anniversary and lines for the company's merchandise were absurdly long. People even skipped the Lenny Kravitz performance at the end to queue up for those goods.
There was also food that may have been similar to what the airline serves in-flight, and snacks that you'd expect on a Delta trip, like Biscoff cookies. Of course, the company stacked the audience with employees and guests, plus it trotted out a couple of celebrities — Viola Davis and Tom Brady — which I saw as a throwback to the CES keynote days of old. Then there was the full-blown concert at the end: Lenny Kravitz with a full band. This gave the attendees the experience of coming to a concert at Sphere, where U2, Dead & Company, Phish and more have performed in the past.
But, as you might expect, the most interesting aspect of the whole thing is how Delta took advantage of the Sphere's 4D capabilities. Video of each speaker was projected on the interior of the venue set on various backdrops that transformed the hall into spaces ranging from a dome to an observation deck and an airplane cabin. Several times during CEO Ed Bastian's address there were interactions with planes where the seats rumbled and blown air provided a sense of flying, complete with directional, immersive audio. There was also a cameo by Uber CEO Dara Khosrowshahi where an Uber Eats delivery arrived at the stage with a hazelnut-flavored coffee for Bastian and those aromas were wafted into the audience.
Perhaps the most dazzling aspect of the whole "show" was the end, where cockpit video of a plane landing was projected on the interior of the Sphere. And when the plane landed, everyone's seats rumbled just liked they do when you hit the tarmac in real life. This was quickly followed by my first indoor fireworks show, designed to cap off Delta's 100th anniversary. I will say the immersive audio of the Sphere really enhanced this, and I doubt I'll experience anything like it again. I feel confident I'll never see indoor fireworks unless I return to this very venue.
Of course, there was news. It wouldn't be a CES press event without some. Delta announced its AI Concierge, an assistant inside the Fly Delta app that the company built to relieve travel stress. The airline first announced the concierge concept at CES 2020, but now it's working to make it a real thing that anticipates travel needs. Beginning this year, customers will be able to interact with Delta Concierge via text or voice. Eventually, the platform will be able to do things like hail a Joby VTOL aircraft to drop you off at the airport to avoid traffic.
The AI tech can recognize both departure and arrival needs, including arranging a rideshare pickup for transport to a hotel. At the airport, you won't have to go through a TSA checkpoint, you just keep walking to your gate thanks to PreCheck Touchless ID. If you're wearing AR glasses during your trip, wayfinding then becomes a breeze with the travel assistant lighting your path. And once you're on the plane, the Delta Concierge will eventually automatically connect you to Delta Sync Wi-Fi and the seatback entertainment system to display customized info and content recs just for you.
Delta's event was easily the most impressive CES presentation I've attended. And I've been to press events where each person had a PC and a VR headset at their seat. I don't know that any other company will invest what the airline did in the 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 will no longer suffice if you're looking to make a lasting impression.
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© Billy Steele for Engadget
