Bosch Brings AI to Bear at CES

BSH introduced fresh creative around its ongoing “The More You Bosch …” marketing campaign.

Unveils personalized AI for home chefs

YSN Staff

Bosch Group has long been a regular at CES, where the company annually touts its leading-edge sensor technology.

At this month’s show, however, Bosch’s premium home appliance brand grabbed the limelight with its largest presence ever at the tech extravaganza. Every product category within the BrandSource partner’s white-goods assortment — from dish care, cooking and laundry to room air and small appliances — was represented in Las Vegas, where the emphasis was squarely on AI smarts.

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“We’re highlighting our leadership role in employing practical AI in the home appliances space,” said Darcy Clarkson, CEO of BSH’s North America region, which also makes and markets the luxury Gaggenau and Thermador brands. Central to that effort is the Bosch Cook AI feature, which is coming to the company’s proprietary Home Connect app.

Making its international debut at CES, Bosch Cook AI is an intelligent new solution that combines agentic artificial intelligence, Bosch’s proprietary appliance technologies, sensors, and a unique user experience within the app, BSH said.

The technology provides live, precise guidance through Home Connect, helping users more easily create complex meals, such as cooking multiple steaks to different levels of doneness simultaneously, the company said. Unlike static recipe-based tools, the system dynamically adapts to the ingredients users have on hand, and can intelligently orchestrate multiple Bosch appliances in tandem to help work toward a desired cooking outcome.

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To bring that message home, the company kicked off a new creative campaign under the continuing theme of “The More You Bosch, the More You Feel Like a Bosch,” which challenges consumers “to find their inner Bosch.” In addition, the brand held “Battle in the Booth” competitions featuring celebrity chefs Nyesha Arrington, Marcel Vigneron and Bryan Voltaggio, all of TV fame, and participated in two official CES panels on smart-home integration alongside other ecosystem leaders.

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