With the beginning of 2025, the new edition of the CES Las Vegasthe largest tech trade show in the United States and the world. Innovations from all over the globe enchanted the thousands of visitors who visited the hundreds of pavilions every day.
Italy reconfirms itself as number one
Our country, present with many companies, has done so lion’s share proposing technological objects, start-ups and futuristic innovation, demonstrating once again the strength of Made in Italy who has his feet planted in our proverbial creativity and his head turned towards the future. Not surprisingly, Italian Pavilion organized by the ICE – Agency for the promotion abroad and the internationalization of Italian companies, it was one of the most visited.
Just to give some numbers, more than 300 stakeholders from the world of innovation were present at the ribbon cutting, including large corporations and venture capital, which not only showed innovation but also organized some panels with the president of the European Innovation Council Jean David Malo and promoting the challenges and goals offemale entrepreneurship.
The words of the president of the ICE Agency
To explain the Italian innovations present Matteo Zoppaspresident of the ICE Agency: “Italy is not only synonymous with food, fashion and furniture: Made in Italy is establishing itself as a global leader in the most advanced technological sectors, such as electronics, life science, biotechnology and aerospace and beyond. In 2023, these industries achieved exports of 6.7 billion dollars, with a growth of 68% in the first eight months of 2024. These numbers demonstrate the ability of our companies to compete in the most strategic international markets”.
Zoppas then added: “Ice supports this sector, also in the wake of the objectives of the Ministry of Foreign Affairs and International Cooperation in line with growth diplomacy. Artificial intelligence, in particular, represents a crucial driver of transformation, accelerating development and redefining the production and creative paradigms of the new Made in Italy. The ICE Agency, as a commercial development infrastructure, plays a central role in this path, accompanying a delegation of leading Italian companies in the most innovative sectors to the CES in Las Vegas which will find space in the “Arena Italia”.
Female entrepreneurs
After the “Spritz & Pitch”, the usual networking event which this year too involved more than 300 investors, executive figures of large corporations and other international innovation stakeholders and the panel with the president of the European Innovation Council (EIC) Jean David Malo dedicated to the opportunities for the growth of European startups and a look at the mobility of the future told by Sergio Savaresiprofessor at the Polytechnic of Milan, ample space was dedicated tofemale entrepreneurship.
Speaking, Alfredo Coppola, founder of Prospera Womena Silicon Valley reality that brings together programs to support female-led startups around the world, and Grace ParkCEO of NuLeep. The panel also involved the 14 startups “women-led” of the Italian pavilion – a clearly growing number compared to past editions.
The 46 start-ups
Some innovations in the medical and veterinary fields were also presented, with the first of the thematic pitch sessions which saw the 146 startups in the pavilion present themselves to the public at theEureka Park. The Italian startups protagonists of the session were Icarus, LaikaAnd MY. These are concrete solutions that exploit solid technologies but with great unexpressed potential to improve production activities, the organization of urban systems, and people’s lives.
This is the spirit that characterized the presence of these start-ups of ours. Numerous advanced sensor technologies for computer vision, predictive maintenance in factories, intelligent waste management. Also present space techwith the project of the first private Italian constellation of picosatellites (satellites weighing less than 1 kg) for IoT telecommunications.
Intelligent mobility
From solid supercapacitors for high-performance electric vehicles to a self-driving robotaxi that can be used in a remotely pilotable fleet. There is also no shortage of technologies to support marketing and business, such as the platform that manages the activation of communities of users who create videos to support a campaign, but also a platform to automate the creation of content for corporate training.
Clean tech
This year too, particular attention is dedicated to clean-techor technologies for environmental sustainability: from mobile energy production, with light, portable and foldable solar panels, to a system of sensors that monitor the presence of polluting gases in large areas, also giving the possibility of preventing the expansion of fires; but also an IoT solution to reduce the energy costs of operating industrial machinery without replacing them, and a new technology for additive manufacturing that makes the mass production of components obsolete.
Space for health
There is also ample space for health innovations, with technologies mainly based on AI that support doctors in the anamnesis and diagnostic phase, or intervene in the clinical evaluation during veterinary visits, or even support post-operative patients to follow correct rehabilitation. Also present are numerous technologies aimed at the mass public, such as thevirtual concierge” for hospitality, the robot that accompanies museum visits or the virtual AI assistant incorporated into the smartwatch.
The perfect dress
Among the many technologies present there is also one closely linked to our roots made of beauty and creativity tailoring field. Inside the pavilion too Proke the solution for perfect garments from a distance. A technology that allows you to take measurements for a perfect garment in one hundred and eighty seconds with maximum precision. The wearable with Proke sensors (short for “process bespoke” – tailor-made process), has been active since 2024 and has quickly become an irreplaceable tool for retailers, producers and brands who can thus offer their customers a service that is as comfortable as it is precise.
Proke allows you to see a made-to-measure or personalized garment made, of any type, from a ski suit to a tuxedo, without moving. For retailers (both physical and online) Proke allows you to eliminate errors that can be made in manual measurement, consequently reducing finishing work and possible returns, with a careful eye, therefore, on environmental sustainability. Not only that: thanks to the detection carried out through the wearable meter you can reach customers remotely from your store, avoiding long journeys.
The most technological and innovative “Italian regions”.
The Italian pavilion located in Eureka Park, the CES exhibition area dedicated to startups and national delegations organized by various countries around the world, was represented this year by startups from 14 regions. Among the largest groups is that of the Sardinia Region, which also supports the mission at an institutional level, as does the Piedmont Region. The Northern regions include the majority of startups, but the South is well represented, with companies from Campania, Sicily, Molise, Puglia and Calabria.
Also present Innovationthe Italian Innovation and Culture Hub in San Francisco. The delegation is enriched by the presence of large corporations such as Terna, which through the Terna Innovation Zone of San Francisco carries out important innovation projects in Silicon Valley also by supporting and investing in startups, and realities such as WMF (WeMakeFuture), a certified international fair on AI, Tech and Digital Innovation, among the most important events in Europe for the sector. Also joining them are the technology companies ETIES, Liffo, and ContentWise.
The automotive industry
At CES 2025 Italy is also present in West Hall of the Las Vegas Convention Center, the area dedicated to the automotive industry. The exhibition area is organized by the ICE Office in Chicago, in collaboration with ANFIA (National Association of the Automotive Industry) and AICA (Italian Association of Automobile Equipment Manufacturers), will host the Maserati MC20 Cielo equipped with the most advanced technologies for autonomous driving by researchers of the Polytechnic of Milan as part of the AIDA (Artificial Intelligence Driving Autonomous) project.
The agency that took care of the participation in Ces has put in place a structured ecosystem of activities to support the startups and companies present. Italy is present with a total exhibition area of approximately 900 m2, divided between the pavilion in Eureka Park and the space in the West Hall. Inside the Pavilion aExpo Areadesigned to host products, prototypes and materials of participating companies, offering them a privileged showcase to interact with visitors and potential partners.
The Arena Italia
The central element of our Pavilion is the Arena Italia, a space dedicated to the organization of a structured program of contents to attract visitors. The pitch sessions take place in this area. Among the numerous initiatives aimed specifically at startups, there is also the “Road to CES” training course, designed to prepare the participating startups to successfully face the fair experience and maximize the opportunities offered by the ‘event.
Furthermore, to broaden the visibility of Italian activities, ICE Agency has collaborated with a PR agency responsible for creating and disseminating content in Italian and US newspapers, as well as coordinating the program of events at the Arena Italia and managing press releases.
press,In parallel, a digital marketing agency developed multimedia content for social media – including video trailers, posts and advertising campaigns – both in preparation for the event and during it.