Top Five Client Takeaways From CES 2026

(MENAFN- PRovoke) CES has become so large and so unwieldy that even for people who follow the technology industry closely, it is harder than ever to separate what is genuinely meaningful from what is simply noisy. So instead of trying to distill the show ourselves, we asked Matthew Lackie, global CEO of Axicom and technology chair of The Burson Group, to help make sense of what actually matters coming out of CES this year. In his view, the real story of CES isn't in any one product, but in the trends you see repeating across company after company.

1. AI is Having its IoT Moment: Across the event, AI was treated as expected and foundational rather than a screaming headline. The conversation has matured beyond the hype of "using AI" to demonstrating how AI delivers tangible value. As one of our tech experts noted, AI felt like "elevator music" at the show-it was everywhere, but the focus was on the experiences it powered. For clients, this means the era of simply announcing AI integration is over. The new standard is to communicate the practical, real-world problems your AI solves, focusing on utility and the impact on lives, teams or businesses.

2. Personality-Driven Journalism Will Pave the Way for a New, Hyper-personalized Briefing Approach: The media landscape at CES was a clear indicator of a broader industry shift. A significant portion of”media”-by some estimates, more than a third-were independent content creators, Substack writers, and influencers, not just traditional journalists. This requires a fundamental evolution in earned and paid strategy. Clients must broaden their engagement to include these new voices, who are building significant trust and reach with key audiences. The playbook is changing, and adapting to engage with non-traditional platforms and creators is no longer optional.

3. The "Picks and Shovels" are Now Center Stage: Companies building the foundational technology-the chipmakers-took a headlining role. Keynotes and media events from NVIDIA, Intel, AMD, and Qualcomm were major focal points, highlighting their critical role in enabling on-device AI and enhancing battery life to powering the next generation of innovation from robotics and transportation to the IOT and the enterprise. This continues the ongoing shift where the enablers of technology are becoming as important to the story as the consumer-facing products themselves. Clients, particularly in the B2B space, should take note of this trend and consider how their own enabling technologies can be elevated to a starring role in their narrative.

4. A First of Many Steps Needed to Define Human and Robot Co-existence: A clear theme was the focus on practical application over pure technological spectacle. From robotics designed for assistance with household chores to AI integrated seamlessly into daily routines, the most resonant products were those that demonstrated clear, immediate value. The emphasis has shifted from "what can this tech do?" to "how can this tech help me?" Now the question these brands will face, and must navigate deftly and with transparency, is one of human / robot coexistence.

5. This Year Confirmed CES is a Consumer Show in Name Only: While still known for consumer gadgets, and they were still present this year, CES as a stage for big, b2b technology announcements has been growing year-over-year. The success of brands like Caterpillar, a 100-year-old industrial company that hosted a mainstage keynote, proves that CES is a powerful platform for shifting brand perception and engaging a diverse audience of partners, customers, and media. We advise skeptical B2B clients to reconsider CES as an opportunity to connect with stakeholders and demonstrate their role in the global technology ecosystem.

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