Each year, The Consumer Electronics Show in Las Vegas showcases the innovation and technology that is changing the world – and the way companies do business.

At CES 2017, Business Insider spoke with advertising and marketing executives from a variety of industries to discuss their challenges, successes, and strategies for navigating the current digital landscape.

We sat down with Andrea Riley, CMO of Ally Financial, to discuss how being a 100% digital financial company, with no physical retail locations, changes how she thinks about and supports customers.

Ally Financial is the financial services company once known as GMAC, which spun off from GM in 2006, and is best known for its car financing options. One interesting statistic Riley shared with us is how the car buying process is going digital, creating some interesting challenges for Ally.

Ally also spent the last year greatly expanding its portfolio of financial services. For instance, in June, Ally acquired TradeKing, a digital wealth management company to help lure do-it-yourself investors and affluent millennials. Ally also launched a credit card.