Over 300 stakeholders from the innovation world, including major corporations and venture capitalists, attended the opening of the Italian Pavilion at CES in Las Vegas on January 7. CES, the largest tech fair in the United States and the world, is featuring 46 innovative Italian startups this year.

The event, organized by the Italian Trade Agency (ICE), is themed "Crafting innovation, shaping the future." The pavilion activities kicked off with the ribbon-cutting ceremony, attended by Kinsey Fabrizio, president of the Consumer Technology Association (CTA), the organization behind CES, along with Matteo Zoppas, president of ICE, Raffaella Valentini, Consul General of Italy in Los Angeles, and Giosafat Riganò, the Trade Commissioner of the ICE Office in Los Angeles.

"Italy is not just known for food, fashion, and design; ‘Made in Italy’ is establishing itself as a global leader in advanced technologies such as electronics, life sciences, biotechnology, aerospace, and more," explained Matteo Zoppas, president of the ICE Agency. "In 2023, these sectors reached exports of 6.7 billion dollars, with a 68% increase in the first eight months of 2024. These numbers demonstrate our companies' ability to compete in the most strategic international markets. The ICE Agency supports this sector, in line with the Ministry of Foreign Affairs' growth diplomacy objectives."

"Artificial intelligence, in particular, represents a key driver of transformation, accelerating development and redefining production and creative paradigms in the new 'Made in Italy,'" Zoppas continued. "Its integration into vital sectors like healthcare, industry, aerospace, and sustainability presents new growth opportunities for Italian businesses, which are at the forefront of this field. The ICE Agency plays a central role in this process, accompanying a delegation of leading Italian companies to CES in Las Vegas, where they will be featured in the 'Arena Italia.' Our goal is to promote the technological excellence of 'Made in Italy' and enhance Italy's global presence by offering our companies new opportunities for expansion and exposure."

Following the ribbon-cutting, the “Spritz & Pitch” networking event took place, drawing over 300 investors, corporate executives, and other international stakeholders in innovation.

In the afternoon, Jean David Malo, president of the European Innovation Council (EIC), participated in a panel discussing opportunities for the growth of European startups, leading up to the European Innovation Night, a networking event organized by the European Commission.

The future of mobility was also featured, with Sergio Savaresi, professor at Politecnico di Milano, presenting the progress and future outlook of the AIDA (Artificial Intelligence Driving Autonomous) project. He was joined by Miriam Gangi of ANFIA (National Association of the Automotive Industry), and Marco Verna, Trade Commissioner at the ICE Office in Chicago. Together, they presented the Maserati MC20 Cielo, equipped with advanced autonomous driving systems developed by the Politecnico's research team.

The event also showcased female entrepreneurship, with Alfredo Coppola, founder of Prospera Women, a Silicon Valley organization supporting women-led startups worldwide, and Grace Park, CEO of NuLeep. The panel included 14 “women-led” startups in the Italian Pavilion, marking a significant increase from previous years.

The innovation sessions focused on medical and veterinary fields, where the first thematic pitch session took place. All 46 startups in the pavilion had the chance to present at Eureka Park. This traditional format at CES was enriched by international startups, who were invited to all pitch sessions in Arena Italia. Featured Italian startups in this session included Icarus, Laika, and MIA.

The Italian Pavilion at CES 2025 is located in Eureka Park, the CES area dedicated to startups and national delegations. This year, Italy is represented by startups from 14 regions, with the largest groups coming from Sardinia and Piedmont, both of which offer institutional support for the mission. While northern regions have the majority of the startups, southern regions like Campania, Sicily, Molise, Puglia, and Calabria are also well represented.

Continuing the collaboration that began with Italy’s first structured institutional participation at CES, the national research agency Area Science Park is partnering for the mission and offering a dedicated academy for startups. The program provides training to help startups maximize business opportunities and visibility at the event.

Innovit, the Italian Innovation and Culture Hub in San Francisco, is also participating. The delegation is further strengthened by major corporate partners like Terna, which drives innovation projects in Silicon Valley through its Terna Innovation Zone in San Francisco, and organizations like WMF (WeMakeFuture), a leading European event for AI, tech, and digital innovation. Other partners include technology companies ETIES, Liffo, and ContentWise.

At CES 2025, Italy will also have a presence in the West Hall of the Las Vegas Convention Center, the area dedicated to the automotive industry. This section is organized by the ICE Office in Chicago, in collaboration with ANFIA and AICA, and will feature the Maserati MC20 Cielo equipped with autonomous driving technologies developed by Politecnico di Milano’s researchers.

The ICE Agency has curated Italy’s participation in CES 2025, creating a structured ecosystem to support the startups and companies involved. Italy’s exhibition space spans around 900 square meters, divided between the Eureka Park pavilion and the West Hall space. Inside the Pavilion, an Expo Area has been set up to showcase products, prototypes, and materials from participating companies, providing them with a prime platform to interact with visitors and potential partners.

A key element of the Pavilion is the Arena Italia, a space dedicated to hosting a structured program of content designed to attract visitors. This area features pitch sessions. One of the many initiatives aimed at startups is the "Road to CES" training course, designed to help participating startups prepare for the trade show experience and maximize the opportunities offered by the event.

The ICE Agency has also organized targeted actions with investment funds and international buyers, including LG Nova, HP Ventures, Bosch, and Pegasus Tech Ventures, encouraging them to visit the Italian Pavilion and engage directly with startups. Collaborations with external pavilions from Hong Kong, South Korea, and various European delegations have further enriched the offering, creating opportunities for pitching and exchanging experiences between delegations.

Special attention was given to supporting companies from Sardinia and Piedmont, in collaboration with their regional institutions, demonstrating the ICE Agency's commitment to showcasing Italian regional excellence on the global stage.