Delta has 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 as far as press conferences go. All the big companies used to try to one-up each other (celebrity appearances used to be the main tactic, although it’s not as common now). However, the same venue has now become a battleground for CES titles.

Delta this week It was the first company To host a press conference at CES, or as the program director called it, a “show” at the Sphere in Las Vegas. You’ve probably heard of this high-tech venue by this point, which typically hosts immersive concerts rather than trade show events. The “multi-sensory experience” will debut in 2023, featuring the interior and exterior covered in LED screens and introducing 4D effects such as wind and scents.

Three different credentials were needed to attend the event at the 18,600-capacity venue, and obtaining one of them required a special trip. Once inside, Delta had various facilities celebrating its 100th anniversary, and the lines waiting for the company’s cargo were ridiculously long. People even skipped Lenny Kravitz’s performance at the end to stand in line to get those merchandise.

There was also food that might be similar to what the airline serves on board, and snacks you’d expect on a Delta flight, like biscoff brownies. Of course, the company filled the audience with employees and guests, plus they brought out a couple of celebrities — Viola Davis and Tom Brady — which I saw as a throwback to the old CES Home Show days. Then there was the full concert at the end: Lenny Kravitz with a full band. This gave attendees the experience of attending a concert at the Sphere, where U2, Dead & Company, Phish and others have performed in the past.

But, as you might expect, the most interesting aspect of the whole thing is how Delta takes advantage of the Sphere’s 4D capabilities. A video of each speaker was projected onto the interior of the venue on different backgrounds that transformed the hall into spaces ranging from the dome to the observation deck and the aircraft cabin. Several times during CEO Ed Bastian’s speech, there were aircraft interactions as seats vibrated and air blew providing the sensation of flight, complete with directional and immersive sound. There was also a special appearance by Uber CEO Dara Khosrowshahi, as the Uber Eats delivery service arrived on stage with a hazelnut-flavored coffee for Bastian, and those aromas were carried to the audience.

Perhaps the most impressive aspect of the entire “show” was the ending, where cockpit video of a plane landing on the interior of the Sphere was shown. When the plane landed, everyone’s seats shook just like when it hits an airport runway in real life. This was soon followed by the first indoor fireworks display, which was designed to celebrate Delta’s 100th anniversary. I will say that the Sphere’s immersive sound really enhanced this, and I doubt I’ll ever experience anything like it again. I feel confident that I will never see indoor fireworks unless I return to this very place.

Of course, there was news. It wouldn’t be a CES press event without some. Delta Announced Concierge AIan assistant within the Fly Delta app that the company designed to ease the stress of travel. The airline first announced the concierge concept At CES 2020but is now working on making it a real thing that forecasts travel needs. Starting this year, customers will be able to interact with Delta Concierge via text or voice messages. Eventually, the platform will be able to do things like Welcome to the Joby VTOL aircraft To take you to the airport to avoid traffic.

AI technology can identify departure and arrival needs, including arranging transportation to and from the hotel. At the airport, you won’t have to go through a TSA checkpoint, just keep walking to your gate thanks to PreCheck Touchless ID. If you wear augmented reality glasses during your trip, finding your way becomes a breeze as the travel assistant lights your way. Once on board, Delta Concierge will eventually automatically connect you to Delta Sync Wi-Fi and your seatback entertainment system to display personalized information and content recordings just for you.

Delta’s event was the most impressive presentation I’ve attended at CES. And I’ve been to press events where everyone had a computer and a VR headset in their seat. I don’t know that any other company would put what the airline did into hosting and production this week, but it was immediately clear that the bar had been set, and that a ballroom at Mandalay Bay or The Venetian wouldn’t be enough if you’re looking to make a lasting impression.