CES 2025 gave us a glimpse of the future: automotive companies are breaking into new markets, immersive gaming will soon include smell-based environments, and you can’t move without tripping over a new AI product. 

Now that the annual tech show has come to a close, we’ve analyzed the top coverage from Jan 6th through Jan 12th, with insights spanning both web articles and social media posts from Facebook, X, Instagram, and TikTok.

public and media interest with CES
CES kicked off with a bang, with thousands of articles published before the show even officially began, and this momentum continued into day one. 

Tech websites drove most of the engagement with the top articles, including TechCrunch and InsideEV’s. However, the most engaged article overall came from a company itself: Lenovo’s CES website showcased its products and full-stack AI portfolio accumulating more than 23k engagements.

Artificial Intelligence leads CES coverage

Brands’ plans to leverage AI was the major topic of interest at CES. The chart below shows the most mentioned brands at CES in terms of web coverage about them, and NVIDIA was the clear standout, generating 34k engagements from more than 5,000 articles.

quadrant showing top brands at CES
NVIDIA announced several significant advancements in AI-driven technologies, particularly in gaming, with the introduction of the NVIDIA ACE autonomous game characters

During the brand’s keynote, the company’s CEO Jensen Huang unveiled its GeForce RTX 50 Series desktop and laptop GPUs, which kicked off a string of entertainment-related AI announcements at the show. Samsung and Google were among the other brands to earn media interest for their announcements, but it was NVIDIA that won the most public attention. 

Web coverage was steady, but limited. Our new enhanced Timeline highlights how the conversation around CES truly took off across social media, with Instagram and TikTok the most dominant platforms.

Millions of engagements on TikTok and Instagram

In contrast to web article engagement (128.5k), posts on Instagram earned over 1.4 million engagements, and TikTok followed with over 821k.

timeline on tiktok ces
NVIDIA was also a main topic of interest on TikTok, with several videos highlighting its RTX gaming chips. The Verge’s video alone more than doubled the engagement level of all web coverage about NVIDIA, earning over 73k engagements, and was one of the posts responsible for the peak in public interest on Jan 7th.

Engagement tapered off over the following few days, but it picked up again on Jan 12th after ASUS posted about its collection of laptops available at CES.

timeline of instagram ces
While public interest peaked at the start of CES on TikTok, it peaked later on Instagram, reaching its highest levels of engagement on Jan 8th and 9th.

Sony’s conceptual success

This was largely driven by Sony’s reveal of its Future Immersive Entertainment Concept, which introduces multi-sensory experiences into PlayStation games. The top post about Sony came from Pubity and earned over 278k engagements. Sony’s new gaming tech dominated Instagram, with four of the top 10 posts highlighting the announcement.

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A post shared by Pubity (@pubity)

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A post shared by Pubity (@pubity)

Among other brands mentioned in the top Instagram posts was Toyota, who captured interest with its plans to venture into space exploration. Once again, Pubity led with the top post about Toyota, earning over 178k engagements. 

CES has proven that the diversification of content and journalism across different platforms is continuing apace, with Instagram and TikTok the main drivers of engagement this time around. Nvidia and Sony will rightfully be seen as the big winners as far as specific brands go, but it’s the broader theme of AI and its integration into our daily lives that will continue to be the big topic of conversation. 

You can learn more about how to monitor events with our enhanced Timeline here.