Currys says seven in 10 Britons are struggling to keep up with technological change, as its Tech of the Year Awards favour practical innovations such as live translation and privacy-focused screens.
Currys has used the launch of its second annual Tech of the Year Awards to underline a problem familiar to many shoppers: the language of modern consumer electronics is getting harder to follow, not easier. The retailer says research found that seven in ten Britons feel unable to keep pace with the speed of technological change, while 69% believe there is simply too much choice. According to Currys, 24% have pretended to understand a technical term they did not know, 28% have nodded along despite being confused and 14% have bought something simply to end the decision-making process.
The awards, judged by a four-strong panel led by former Gadget Show presenter Ortis Deley, were designed to reward products that combine novelty with practical value. Currys said the judges assessed the latest launches across 14 categories spanning computing, entertainment, home appliances and wearables. The retailer’s chief commercial officer, Ed Connolly, said the scheme is intended to make technology buying easier and to highlight products that deserve a place in the home rather than those that merely sound impressive.
Among the most notable winners was Google, which took best AI assistant for Gemini and best mobile AI feature for Voice Translate. The latter was also named AI Feature of the Year. Currys said the tool stood out because it addresses a genuine everyday issue by allowing real-time conversation across languages, with on-device processing and voice matching that keeps each speaker sounding like themselves. Microsoft won best computing AI feature for Copilot+ PC, while Samsung picked up best entertainment AI feature for AI Motion Enhancer Pro and best kitchen AI feature for AI Wash.
Several of the other winners pointed towards simpler, more physical forms of innovation. Samsung Galaxy won best mobile feature and Feature of the Year for Privacy Display, which the judges praised as a straightforward answer to a common problem: unwanted attention to private information on a phone screen. ASUS was recognised for its dual 14-inch OLED touchscreen Zenbook DUO, LG for its RGB Primary Color Pro television technology, Ninja for Creamify, and Sonos for its multi-room audio system. Neff’s Slide&Hide retractable oven door won the accessibility award, reflecting Currys’ emphasis on design choices that remove friction without relying on software.
Disclaimer: This content is intended for informational purposes only. Readers are advised to exercise their own judgement, conduct due diligence, or consult a qualified expert before acting on any information provided.
