Outside, neon lights lit up the Vegas sky; inside, cutting-edge technologies illuminated the future. Meet Milo, our expansion expert, and Director US. He shares his insider take on the hottest AI trends and mobility reshaping industries worldwide, as well as on how to drive sustainability and crack Europe.
1. Insider take on the hottest trends in AI and mobility
Milo, you attended CES this year, a key event for tech leaders worldwide. What unique insights did you bring back from the show?
This year, it was clear that the hot topics in tech are AI and Automation. In the consumer electronics hall, all the major brands (Samsung, LG, etc.) were debuting their latest AI upgrades to traditional consumer electronics. A TV with AI, an alarm clock with AI, an AI powered refrigerator, a vacuum cleaner, and a microwave. It seemed like an arms race by the major brands to incorporate AI into every product line. Clearly, this is what the major players see as the future of consumer products.
In the mobility hall, the autonomous vehicle companies were the stars of the show, drawing the largest crowds. Waymo had a very impressive booth, along with Zoox (who demoed one of their self-driving cars during the conference), Mobileye showcased their autonomous shuttle which will be a European competitor to China’s WeRide, and Zeekr (who is producing the next generation of Waymo fleet vehicles) had many of their models on display. The implication in my eyes is that the major EV-automakers have pivoted from trying to develop their own robotaxi from scratch (like GM’s Cruise, for example) to competing to become hardware providers for transit agencies, like we see in Switzerland with the SBB pilot projects with WeRide, and established autonomous rideshare services like Waymo, Uber, and Lyft. Waymo is notably moving away from their self-produced Jaguar vehicles towards off-the-shelf options from Zeekr and Hyundai, whose IONIQ5 AV platform is also used by Hyundai's AV venture, Motional.
Greater Zurich: The global AI powerhouse
Greater Zurich: The global AI powerhouse
Switzerland is emerging as a powerful AI hub, based on its excellence in precision mechanics and advanced industries. With world-class universities and the leading position in global innovation rankings, Switzerland, and especially the Greater Zurich Area, is a champion in artificial intelligence.
With AI and mobility dominating CES, what trends caught your attention as particularly groundbreaking or unexpected?
A shift that I’ve noticed over the last couple of years, which seems to have fully taken hold by this CES, is that sustainability is no longer an add-on but a central aspect of the way that many of these brands are positioning themselves.
What are some standout applications or use cases that you believe could shape industries in the near future?
The AI hype of the past two years is finally settling, and with it, we’re seeing real, transformative applications emerge. In my view, robotics stands out as the most revolutionary. Robots have historically been ‘dumb,’ but advances in AI are poised to change how they interact with their surroundings entirely. This challenge is exactly what Marc Raibert set out to solve with the Boston Dynamics AI Institute. With these breakthroughs, experts are now predicting that the humanoid robotics industry could rival the size of the automotive industry in the coming decades.
EV & Autonomous mobility in Greater Zurich
EV & Autonomous mobility in Greater Zurich
Want to dive deeper into Greater Zurich’s EV and autonomous mobility landscape? Check out our factsheet to learn more about the vibrant ecosystem, the forward-thinking regulation behind it and key players making an impact in the region.
2. Driving sustainability: Collaboration between corporates and innovators
If I am not mistaken, you moderated a panel. Was there any response from a fellow panelist that made you think differently about the topics discussed?
Absolutely. One response stood out. Valentina Di Giorgio, Director of Marketing at Ignion said that she wouldn't wish for a technological breakthrough but for decision-makers at large industrial companies to take risks and embrace existing tools that drive efficiency and sustainability. The panel emphasized that meaningful progress, particularly in sustainability, will depend on internal champions within these organizations who are willing to take risks and collaborate with startups and SMEs — the true engines of innovation.
3. Cracking Europe: Navigating the continent’s complex business landscape
What were some of the most common questions international companies asked you about expanding into Europe?
The most common questions that we always get asked at conferences like CES are “why should I do it?”, “how much will it cost?”, and “You work for Switzerland? Stockholm is one of my favorite cities!”. The truth is that the majority of companies that we meet aren’t thinking about Europe because the US is such a massive market filled to the brim with accessible venture capital. When companies are ready to look to Europe, the continent is a confusing web of languages, cultures, business environments, and markets, which is overwhelming from a U.S. perspective.
Why do you think the Greater Zurich Area is uniquely positioned to help tech companies achieve success with cutting-edge technologies like AI or mobility?
Greater Zurich has all the ingredients to be the global leader in AI and mobility, second only to Silicon Valley. Here’s why:
- World-class talent: Universities like ETH Zurich, University of Zurich or ZHAW attract and train some of the brightest minds globally, fostering entrepreneurial engineers who build groundbreaking technologies. Spin-offs from these universities thrive thanks to effective IP transfer structures.
- Thriving high-tech hub: Global leaders like Google, Disney Research, Boston Dynamics AI Institute, OpenAI, and Anthropic have chosen Zurich for its exceptional talent pool and innovation-friendly environment.
- Supportive ecosystem: The government is accessible, regulators are pragmatic, and policies prioritize digitalization and innovation — key elements for a thriving ecosystem.
- Cultural DNA: You will find a melting pot of motivated, international peers who value precision and quality.
- Unparalleled quality of life: As an American, I quickly fell in love with the stunning natural beauty, safety, and quality infrastructure.
One tip of advice?
International tech companies should think globally from the start. Connecting with the global high-tech community is easier than ever, and thinking big early unlocks endless growth opportunities.
What is next? Where can companies meet you?
I’m particularly looking forward to HumanX this March in Las Vegas, which will bring together many of the key players in the AI sector, as well as NVIDIA GTC in Silicon Valley. I’m easy to get in touch with, so anyone who is interested in learning more about the opportunities available for international companies in Greater Zurich is more than welcome to reach out to me on LinkedIn or via email.
Milo Baker is based in San Francisco and expansion expert for Greater Zurich Area Ltd
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