Hire Freelance Software Engineers

Get Senior Engineers Straight To Your Inbox

Slashdev Engineers

Every month we send out our top new engineers in our network who are looking for work, be the first to get informed when top engineers become available

Slashdev Cofounders

At Slashdev, we connect top-tier software engineers with innovative companies. Our network includes the most talented developers worldwide, carefully vetted to ensure exceptional quality and reliability.

Building The Future of Freelance Software / slashdev.io

Jensen Huang Keynote CES 2025/

Michael

Michael

Michael is a software engineer and startup growth expert with 10+ years of software engineering and machine learning experience.

0 Min Read

Twitter LogoLinkedIn LogoFacebook Logo
Jensen Huang Keynote CES 2025

1. Introduction to Jensen Huang and CES 2025

Jensen Huang Keynote CES 2025

Jensen Huang, co-founder and CEO of NVIDIA, is renowned for his visionary leadership and his capacity to steer the company towards groundbreaking innovations in graphics processing technology, artificial intelligence (AI), and deep learning. Under Huang’s guidance, NVIDIA has become synonymous with cutting-edge technology that powers a vast array of computing tasks, from gaming to scientific research.

CES 2025, a global stage for innovation, sets the scene for industry leaders and pioneering thinkers to present their latest advancements and share insights into the future of technology. The event garners widespread attention, with thousands of attendees from various sectors eagerly anticipating the trends that will shape the tech landscape in the coming years.

As a keynote speaker at CES 2025, Jensen Huang stands at the forefront of this transformative event, ready to unveil NVIDIA’s latest contributions to the tech world. His keynotes are historically marked by strategic insights and announcements that have the potential to redefine industry standards and consumer experiences.

The excitement surrounding Huang’s keynote is palpable, as past presentations have often been the launchpad for revolutionary technologies. Attendees and online spectators alike are eager to discover how NVIDIA will continue to influence advancements in gaming, AI, autonomous vehicles, and the overarching future of computing.

With Huang at the helm, CES 2025 is poised to be a pivotal moment where the trajectory of technology takes a new turn, setting the stage for innovation that could permeate every aspect of our digital lives.

2. The Anticipation Surrounding the Keynote

Jensen Huang Keynote CES 2025

The anticipation surrounding Jensen Huang’s keynote at CES 2025 is electric. Industry professionals, tech enthusiasts, and investors are all looking to this event with high expectations, predicting that it will reveal the next big trends in technology. NVIDIA has a history of making significant announcements at CES, and the buzz grows with every hint and teaser leading up to the event.

Social media platforms and online forums are abuzz with speculation and predictions. Leaks, rumors, and expert opinions circulate, heightening the sense of expectation. Major tech blogs and news outlets are dedicating extensive coverage to what might be unveiled, often citing Huang’s previous keynotes that have introduced industry-shifting technologies.

Attendees and viewers are particularly keen on updates regarding NVIDIA’s role in gaming, AI, and autonomous driving sectors. Given the company’s track record, there’s speculation that breakthroughs in these areas could once again push the boundaries of what’s possible.

Investors are closely monitoring the event, as NVIDIA’s announcements often have immediate impacts on market trends and stock valuations. The company’s ability to innovate and lead in crucial tech sectors makes Huang’s keynote a potential indicator of future financial landscapes.

Professionals from competing firms also recognize the significance of Huang’s addresses, often using them as a benchmark for their own strategic planning. The insights provided by NVIDIA can set a competitive bar for the entire industry.

The educational sector is also invested in the keynote, with academia looking to see how new NVIDIA technologies might be leveraged for research and development. The implications of Huang’s announcements could stretch into new scientific discoveries or educational methodologies.

Consumer anticipation is equally high, with gamers and tech enthusiasts eager to see the latest in hardware advancements that could redefine user experience. From improved graphics cards to AI-driven applications, the potential for consumer-level innovation is substantial.

In essence, the anticipation is rooted in NVIDIA’s history of unveiling transformative technologies at CES. Jensen Huang’s keynote is not just a presentation; it’s a potential glimpse into the future of technology that could shape the industry for years to come.

3. Key Innovations Presented by Jensen Huang

Jensen Huang Keynote CES 2025

Jensen Huang’s keynote at CES 2025 introduced several key innovations that are poised to redefine technology across multiple sectors. Central to NVIDIA’s announcements were advancements that promise to enhance performance, efficiency, and the potential for new applications in a variety of fields.

Firstly, NVIDIA unveiled its latest line of graphics processing units (GPUs), which are expected to offer unprecedented levels of rendering power and energy efficiency. These GPUs are set to revolutionize the gaming industry with enhanced realism and immersive experiences. The announcement was met with excitement from gamers and developers alike, who anticipate the new technology will allow for more complex and visually stunning games.

In the realm of artificial intelligence, Huang presented a new AI framework designed to accelerate machine learning tasks. This framework is intended to support the development of more sophisticated AI models, enabling rapid advancements in everything from language processing to autonomous systems. The potential for this technology to impact various sectors, including healthcare, finance, and education, is immense.

NVIDIA also made waves with its progress in autonomous vehicle technology. Huang showcased improvements in the company’s self-driving car platform, which included enhanced sensor integration and more powerful onboard AI for better decision-making capabilities. This innovation is expected to accelerate the deployment of autonomous vehicles and contribute to safer, more efficient transportation systems.

Another significant announcement was the introduction of a new computing architecture optimized for deep learning and high-performance computing tasks. This architecture is designed to support the enormous processing requirements of modern data centers and supercomputers, facilitating more complex simulations and data analysis than ever before.

Moreover, Huang discussed the expansion of NVIDIA’s cloud services, indicating a strategic move towards offering more robust cloud-based solutions for gaming, AI development, and other compute-intensive applications. The company aims to make high-performance computing more accessible, scaling up operations for businesses and individuals globally.

Each of these innovations reflects NVIDIA’s commitment to pushing the boundaries of what’s possible, leveraging their expertise in GPU technology to drive progress across the tech landscape. Huang’s presentation underscored NVIDIA’s role not just as a hardware manufacturer, but as a key enabler of the next generation of technological breakthroughs.

4. Impact on the Gaming Industry

Jensen Huang Keynote CES 2025

The gaming industry, already a dynamic and rapidly evolving sector, is set to experience a significant impact from the innovations presented by Jensen Huang at CES 2025. NVIDIA’s latest GPUs are a game-changer for both developers and gamers, promising to deliver an unparalleled gaming experience with cutting-edge performance and graphics.

Enhancements in rendering capabilities mean that game environments will become more realistic and immersive, bringing gamers closer to photorealistic visuals. This leap in quality is not just about aesthetics; it allows for more complex storytelling and gameplay mechanics, potentially leading to more engaging and emotionally resonant gaming experiences.

Moreover, NVIDIA’s advancements in AI and machine learning are likely to influence game development profoundly. AI-driven technologies can lead to smarter, more adaptive in-game characters and environments, resulting in more dynamic and unpredictable gameplay. This could open the door to new genres and gameplay formats that have yet to be explored.

The increased processing power of NVIDIA’s GPUs also enables virtual reality (VR) and augmented reality (AR) experiences to become more seamless and compelling. As these technologies mature, the integration of NVIDIA’s hardware could lead to a surge in VR and AR gaming, providing a boost to an industry that is on the cusp of mainstream adoption.

Cloud gaming stands to benefit as well, with NVIDIA expanding its cloud services to offer high-quality gaming experiences on a wider range of devices, including those that are not traditionally considered gaming-capable. This could democratize gaming, making it accessible to a broader audience and potentially unlocking new markets for developers and publishers.

Esports, a sector that relies heavily on high-performance hardware, will likely see advancements in terms of both player experience and spectatorship. Faster, more reliable GPUs will ensure smoother gameplay for competitors, while enhanced graphics will make watching esports more enjoyable for audiences around the world.

In summary, the innovations announced by Jensen Huang at CES 2025 are poised to ripple through the gaming industry, offering exciting possibilities for the future of gaming. From the way games are developed and played to how they are experienced and consumed, NVIDIA’s technological advancements are setting the stage for the next evolution of gaming.

5. Advances in Artificial Intelligence and Machine Learning

Jensen Huang Keynote CES 2025

Artificial intelligence (AI) and machine learning (ML) are at the forefront of technological advancement, and Jensen Huang’s keynote at CES 2025 showcased NVIDIA’s commitment to these areas through several groundbreaking developments.

NVIDIA’s new AI framework is designed to greatly enhance the capabilities of machine learning models. This innovation provides a robust platform for researchers and developers to build more complex AI systems, potentially leading to significant progress in fields such as natural language understanding, predictive analytics, and autonomous decision-making.

One of the most notable advancements is in deep learning performance. With the introduction of more powerful GPUs and optimized computing architectures, deep learning models can now train faster and with larger datasets than ever before. This acceleration in training times is crucial for developing more sophisticated AI applications that can learn and adapt in real-time.

The keynote also highlighted NVIDIA’s improvements in AI-driven robotics, showcasing robots with enhanced perception and interaction capabilities. These advancements are expected to pave the way for more autonomous and intelligent machines, capable of performing tasks with greater precision and autonomy.

Data centers and supercomputers stand to benefit significantly from these AI and ML advancements. With new architectures optimized for high-performance computing tasks, data centers can handle more complex workloads, allowing for more advanced scientific research and big data analysis.

NVIDIA’s commitment to AI and ML also extends to ethical considerations and responsible AI practices. Huang emphasized the importance of developing AI in a way that is transparent, secure, and beneficial to society, acknowledging the critical role that AI plays in shaping our world.

In the realm of consumer technology, NVIDIA’s AI enhancements are expected to improve user experiences through smarter recommendation systems, enhanced virtual assistants, and more responsive interactive applications.

Overall, the advances in AI and ML presented by Jensen Huang signify a leap forward in the capabilities of these technologies. NVIDIA’s contributions are set to accelerate innovation across industries, from healthcare and finance to transportation and entertainment, underscoring the transformative power of AI and ML in shaping the future.

6. Developments in Autonomous Vehicle Technology

Jensen Huang Keynote CES 2025

Developments in autonomous vehicle technology were a highlight of Jensen Huang’s CES 2025 keynote, where NVIDIA’s latest foray into self-driving cars took center stage. NVIDIA’s innovations are expected to accelerate the advent of autonomous vehicles, enhancing safety and efficiency across the transportation sector.

A major advancement announced was the integration of AI with sensor technology. By combining NVIDIA’s powerful GPUs with advanced sensors, autonomous vehicles can now process environmental data more accurately and make quicker, more informed decisions. This is crucial for navigating complex driving scenarios and ensuring the safety of both passengers and pedestrians.

NVIDIA’s autonomous driving platform now boasts improved machine learning algorithms, which enable vehicles to learn from vast amounts of driving data. This continuous learning loop means that self-driving cars can adapt to new situations more effectively, reducing the likelihood of accidents and improving overall road safety.

In addition to safety improvements, NVIDIA’s technological advancements in autonomous vehicles also promise to enhance passenger experiences. With more sophisticated onboard AI, passengers can expect more personalized and interactive journeys, ranging from customized entertainment to real-time updates on travel information.

The keynote also addressed the scalability of autonomous vehicle technology. NVIDIA’s developments are not just for personal cars but also for public transportation, delivery services, and logistics. The potential for these vehicles to reduce traffic congestion and lower emissions was emphasized, highlighting the environmental benefits of this technology.

Fleet management and logistics companies took particular interest in NVIDIA’s announcements, as the advancements in autonomous technology could lead to more efficient routing, better fuel efficiency, and decreased operational costs. The ripple effect of these improvements could be significant, potentially reshaping the entire logistics industry.

Collaborations with automakers and tech companies were also a focal point, revealing that NVIDIA is not only developing technology but also forging partnerships to bring these innovations to market. The shared vision among these companies is to create a safer and more sustainable transportation ecosystem.

In conclusion, the developments in autonomous vehicle technology presented by Jensen Huang at CES 2025 underscore NVIDIA’s role as a key player in the future of transportation. With NVIDIA’s advancements, the era of self-driving vehicles is drawing closer, marking a pivotal shift in how we think about travel and vehicle ownership.

7. Jensen Huang’s Vision for the Future of Computing

Jensen Huang Keynote CES 2025

Jensen Huang’s vision for the future of computing, as articulated during his CES 2025 keynote, paints a picture of a world where technology is seamlessly integrated into every aspect of our lives. Huang’s foresight is grounded in the belief that computing will become even more ubiquitous, personalized, and intelligent, driving innovation across all sectors.

Central to Huang’s vision is the concept of ubiquitous AI. With AI integrated into a broad spectrum of devices and applications, from smartphones to home appliances, the technology is expected to become an invisible but essential part of daily life. This integration means that AI will not only enhance user experiences but also enable new forms of interaction and services.

The democratization of high-performance computing is another pillar of Huang’s vision. NVIDIA’s advancements aim to make powerful computing resources accessible to a wider audience, breaking down barriers for small businesses, startups, and individuals to innovate and compete on a global scale.

Huang also emphasized the importance of advancements in GPU technology. As GPUs become more powerful and efficient, they will continue to drive progress in fields such as gaming, virtual reality, and scientific research. The expectation is that GPUs will not only render graphics but also become central to processing complex AI algorithms and large datasets.

Sustainability and energy efficiency are also key elements of Huang’s future outlook. NVIDIA’s innovations in computing are designed to deliver higher performance with lower energy consumption, contributing to a greener and more sustainable technology ecosystem.

Interconnectivity and the Internet of Things (IoT) play a significant role in Huang’s vision. With the proliferation of connected devices, NVIDIA aims to provide the backbone for a smarter and more responsive environment, where devices can communicate and operate with minimal human intervention.

In the context of collaboration and open-source innovation, Huang sees a future where companies, researchers, and developers work together more closely to advance computing technologies. NVIDIA’s partnerships and collaborative efforts are intended to foster a community that can tackle complex challenges and drive technological progress.

Huang is optimistic about the potential of computing to solve some of the world’s most pressing problems, from climate change to healthcare. By leveraging AI and high-performance computing, solutions that once seemed out of reach are becoming increasingly attainable.

In summary, Jensen Huang’s vision for the future of computing is one of boundless potential, marked by the convergence of AI, GPU innovation, and a collaborative approach to technological advancement. His viewpoint not only reflects NVIDIA’s strategic direction but also sets a course for the industry to follow as we move into an increasingly digital and connected era.

8. Partnerships and Collaborations Announced

Jensen Huang Keynote CES 2025

Strategic partnerships and collaborations were a cornerstone of Jensen Huang’s CES 2025 keynote, highlighting NVIDIA’s commitment to fostering an ecosystem of innovation. These alliances are set to bolster the company’s influence across various industries, from gaming and entertainment to autonomous vehicles and healthcare.

NVIDIA announced a series of partnerships with leading automakers, aiming to integrate their advanced GPUs and AI technology into the next generation of self-driving cars. These collaborations are expected to accelerate the development of autonomous systems and contribute to the advancement of vehicle safety and performance.

In the gaming sector, NVIDIA revealed joint ventures with game development studios. These partnerships will harness NVIDIA’s graphics technology to create more immersive and visually stunning gaming experiences. By working closely with developers, NVIDIA ensures that its hardware is optimized for the latest gaming titles, further strengthening its position in the market.

Another significant announcement was NVIDIA’s collaboration with cloud service providers to enhance AI and ML offerings. These collaborations are designed to make high-performance computing more accessible and scalable, allowing companies and individuals to leverage NVIDIA’s AI technology for a wide range of applications.

NVIDIA also highlighted its commitment to open-source communities, announcing initiatives that will provide developers with tools and resources to innovate on NVIDIA’s platform. These initiatives aim to create a collaborative environment where breakthroughs in AI, machine learning, and computing can be shared and built upon.

Healthcare is another domain where NVIDIA’s partnerships will have a profound impact. By teaming up with medical institutions and research organizations, NVIDIA is set to transform healthcare through AI-driven diagnostics, personalized treatment plans, and advanced medical imaging technologies.

In the field of education, NVIDIA’s collaborations with universities and educational institutions aim to foster the next generation of technology professionals. These partnerships will provide students and researchers with access to cutting-edge technology, facilitating learning and innovation in AI and GPU computing.

Through these partnerships and collaborations, NVIDIA is positioning itself not just as a hardware manufacturer but as a key enabler and driver of innovation across multiple sectors. The company’s strategy underscores the importance of ecosystem development in achieving long-term technological advancements and industry leadership.

9. Analysis of Market Reactions to the Keynote

Jensen Huang Keynote CES 2025

The market’s reaction to Jensen Huang’s keynote at CES 2025 was immediate and noteworthy, reflecting the influential role NVIDIA plays in the tech industry. Investors and market analysts closely scrutinized each announcement, gauging the potential impacts on NVIDIA’s market position and the broader technology landscape.

NVIDIA’s stock saw significant activity following the keynote, with share prices fluctuating as traders reacted to the company’s revealed innovations and strategic partnerships. The positive reception of advancements in AI, gaming, and autonomous vehicle technologies suggested confidence in NVIDIA’s continuing growth and leadership in these areas.

Analyst reports post-keynote were predominantly optimistic, with many highlighting the potential for NVIDIA’s new GPUs and AI frameworks to drive revenue and market share. The advancements in autonomous vehicle technology, in particular, were seen as a significant step forward, positioning NVIDIA as a key player in an industry poised for exponential growth.

The gaming industry’s response was one of excitement and anticipation. NVIDIA’s announcements hinted at new possibilities for game development, which could translate into higher demand for the company’s GPUs. Game developers and publishers are likely to benefit from NVIDIA’s technological leaps, potentially leading to increased collaboration and co-marketing efforts.

There was also a keen interest in the potential of NVIDIA’s cloud services expansion. As cloud computing continues to grow, NVIDIA’s strategic moves could capture a larger share of the market, offering scalable solutions for AI and high-performance computing tasks. This aspect of NVIDIA’s strategy was well-received, indicating a promising avenue for diversification and growth.

Concerns were raised by some analysts regarding competition and market saturation. While NVIDIA’s announcements were strong, competitors are also making strides in similar domains. The landscape is dynamic, and the long-term market reaction will depend on NVIDIA’s ability to maintain its innovation pace and stay ahead of the curve.

The overall market reaction encapsulated a mix of enthusiasm and cautious optimism, with the understanding that NVIDIA’s innovations have the potential to reshape industries. However, the true market impact will unfold over time as NVIDIA’s technologies are adopted and integrated into various sectors.

In essence, the market reactions to the keynote underscore the importance of NVIDIA’s strategic directions and the anticipation of how these will play out in the future. Investors and industry watchers will be keeping a close eye on NVIDIA’s progress as it continues to drive forward with the vision presented by Jensen Huang at CES 2025.

10. Critiques and Acclaims: Industry Experts Weigh In

Jensen Huang Keynote CES 2025

Industry experts have weighed in on Jensen Huang’s keynote at CES 2025 with a mixture of critiques and acclaims, providing a balanced view of NVIDIA’s potential impact on the technology landscape.

Acclaims for NVIDIA’s innovative strides were aplenty, with many experts lauding the company’s advancements in GPU technology and artificial intelligence. NVIDIA’s commitment to pushing the envelope in gaming graphics and AI applications was seen as a testament to its leadership and vision in the tech industry.

The new AI framework announced by Huang received particular praise for its potential to revolutionize machine learning tasks. Experts recognized the framework’s ability to support more complex AI models, which could lead to advancements across a range of applications, from autonomous vehicles to personalized medicine.

NVIDIA’s approach to autonomous vehicle technology was another area that garnered acclaim. The integration of AI with advanced sensor technology and the improvements in machine learning algorithms were highlighted as crucial steps towards safer and more efficient autonomous systems.

However, some experts offered critiques, pointing out the challenges NVIDIA may face in a rapidly evolving market. Concerns were raised about the scalability of NVIDIA’s solutions and whether they can maintain a competitive edge as more players enter the AI and autonomous driving markets.

The potential for market saturation was also a topic of discussion among critics, who questioned whether there is a risk of NVIDIA overextending itself with its broad range of initiatives. They argued that in the quest to lead in multiple domains, NVIDIA might face difficulties in staying focused and delivering on all fronts.

Concerns over ethical issues in AI development were also expressed, with experts emphasizing the need for responsible and transparent AI practices. They cautioned that as NVIDIA advances its AI technologies, it must also address the societal and ethical implications of its innovations.

Despite these critiques, the overall industry sentiment was one of excitement and optimism about NVIDIA’s role in shaping future technological trends. Experts agreed that the company’s announcements at CES 2025 were indicative of its continued commitment to innovation and its potential to make a significant impact on various industries.

In sum, the industry response to Jensen Huang’s CES 2025 keynote was a blend of admiration for NVIDIA’s technological prowess and cautionary advice regarding the challenges that lie ahead. As NVIDIA moves forward with its ambitious plans, the tech community will be watching closely to see how its innovations translate into real-world applications and market success.

11. The Role of NVIDIA in Shaping Technological Trends

Jensen Huang Keynote CES 2025

NVIDIA’s role in shaping technological trends is both substantial and multifaceted, with the company’s influence extending across various domains of the tech industry. As demonstrated by Jensen Huang’s keynote at CES 2025, NVIDIA is not just a participant in the tech world but a driving force behind many of the innovations that define it.

The company’s advancements in GPU technology have been pivotal in the development of modern gaming, providing the horsepower behind the most visually stunning and immersive experiences available. NVIDIA’s GPUs are not limited to gaming; they serve as the backbone for more significant trends in virtual reality (VR), augmented reality (AR), and high-performance computing.

When it comes to artificial intelligence and machine learning, NVIDIA’s contributions are shaping the way we approach complex computational tasks. From deep learning frameworks to AI-driven data analysis, NVIDIA’s technology powers innovations that are transforming industries such as healthcare, finance, automotive, and beyond.

In the realm of autonomous vehicles, NVIDIA’s technology is setting the groundwork for a future of self-driving cars. By developing sophisticated AI algorithms and integrating them with sensor technology, NVIDIA is helping to create vehicles that can navigate the world with increasing autonomy and safety.

NVIDIA’s cloud computing initiatives are also influencing the direction of technology, making high-performance computing accessible to a broader audience. This democratization of computing power is enabling startups and researchers to access the resources they need to innovate and drive progress.

Sustainability is another area where NVIDIA’s influence is evident. The company’s focus on energy-efficient computing aligns with the broader technology trend towards a greener and more sustainable industry. NVIDIA’s efforts in this realm highlight the importance of responsible innovation and the potential for technology to contribute to environmental solutions.

Lastly, NVIDIA’s strategic partnerships and collaborations emphasize the company’s role in fostering an ecosystem of innovation. By working with other industry leaders, NVIDIA helps to set standards and drive forward collective progress, ensuring that its technologies are well-integrated and widely adopted.

In summary, NVIDIA’s role in shaping technological trends is characterized by its pioneering spirit and commitment to innovation. Through its advancements in GPU technology, AI, autonomous vehicles, cloud computing, and sustainability, NVIDIA continues to lay the groundwork for a future where technology enhances every aspect of our lives.

12. Conclusion: What We Can Expect Post-CES 2025

Jensen Huang Keynote CES 2025

Post-CES 2025, we can expect to see a ripple effect from the announcements and innovations presented by Jensen Huang and NVIDIA. The company’s strategic directions and technological advancements are likely to influence a broad array of sectors, shaping the trajectory of the tech industry in significant ways.

The gaming industry may see a surge in the development of more graphically intensive and AI-powered games, fostering a new era of immersive experiences. Virtual and augmented reality applications could become more mainstream, with NVIDIA’s GPUs enabling more realistic and seamless interactions within virtual spaces.

In the field of AI and machine learning, the new frameworks and tools unveiled by NVIDIA are poised to accelerate the development of smart applications and services. Industries ranging from healthcare to finance may benefit from more advanced AI models capable of providing deeper insights and more personalized experiences.

Autonomous vehicle technology is set to advance towards wider adoption, with NVIDIA’s contributions leading to safer, more efficient self-driving systems. This could translate into significant changes in how we commute and transport goods, potentially reducing traffic congestion and lowering carbon emissions.

NVIDIA’s cloud services are expected to expand, providing scalable solutions for various compute-intensive tasks. This could democratize access to high-performance computing, enabling innovation and collaboration across the globe.

Sustainability will remain a key focus, with the tech industry continuing to seek out ways to reduce its environmental impact. NVIDIA’s energy-efficient computing solutions could inspire other companies to prioritize sustainability in their product development and operations.

Partnerships and collaborations announced during the keynote will likely bear fruit, with NVIDIA and its partners working together to bring new technologies to market. These alliances could foster a more integrated and cohesive tech ecosystem, with NVIDIA at its core.

Overall, the vision for the future of computing, as outlined by Jensen Huang, suggests a world where technology is more intelligent, efficient, and accessible. As we move forward from CES 2025, NVIDIA’s role as a leader in technological innovation will be closely watched, with the company’s next moves anticipated to continue shaping the future of the industry.