Brittany Margiotta
Senior Director
Your Guide to Standing Out at the World’s Biggest Tech Stage
CES 2026 is set to return to Las Vegas from January 6–9, 2026, promising an even bigger spotlight for innovation across artificial intelligence, robotics, connectivity & mobility, and more. From having the right media strategy to embracing the latest in on-device AI and immersive storytelling, this roadmap explores how brands can make a lasting impact before, during, and after the show.
Hybrid Coverage Takes the Lead in The Evolving Media Landscape
While CES continues to regain its pre-pandemic buzz, the media landscape looks very different heading into 2026. Last year’s event drew more than 140,000 attendees and over 6,500 media professionals, but smaller on-site teams and remote coverage remain prevalent. Journalists are increasingly balancing live attendance with hybrid reporting, making it critical for brands to prepare both in-person and digital-first experiences.
High-quality remote media kits, virtual demos, and easily shareable b-roll are no longer optional— they’re essential as accessibility and efficiency win attention. CES 2026 will reward brands that blend physical presence with remote reach, offering seamless access to newsrooms around the world.
AI Moves from Buzzword to Backbone
AI has been at the center of CES conversations for years now, but 2026 marks a turning point. The launch of GPT-5, along with the rise of AI-powered PCs and on-device neural processors, has shifted the focus from potential to practicality. Attendees and journalists now expect to see AI that is faster, safer, and more integrated into everyday products.
To stand out, brands must tell clear, credible AI stories rooted in real-world outcomes. Demonstrating how your technology runs locally— reducing latency, protecting data privacy, or improving energy efficiency— will resonate with today’s more discerning audience. And as new global regulations like the EU AI Act come into effect, transparency and compliance will matter as much as innovation itself.
Building Immersive, Interactive Experiences
Experiential storytelling continues to define the CES stage. For 2026, the emphasis is on connected, intelligent ecosystems that bring AI, robotics, and IoT together. Whether it’s smart home devices powered by the latest Matter 1.4 standards, or AI-driven wearables and mobility tech, the key is to create interactive demos that show technology in action.
Early communication is everything. Brands should start seeding their “hero” stories months ahead—sharing sneak peeks, AR previews, or virtual product tours to build anticipation. For remote journalists, pre-packaged demo content and digital assets can make all the difference in securing coverage without being physically at the booth.
Strategize for Pre- and Post-Show Impact
Timing remains a crucial factor in CES success. With so many announcements competing for attention, brands should think beyond the show floor. Pre-show storytelling through embargoed briefings, teaser campaigns, and influencer partnerships can help establish narrative ownership before the media frenzy begins.
During CES, focus on relationship-building and authentic conversations rather than splashy reveals alone. And once the show wraps, maintain momentum with data-driven recaps or thought-leadership content that highlights key insights and results from your activations. CES isn’t just a launch moment; it’s a multi-phase opportunity to strengthen brand credibility across quarters.
TikTok, Regulation, and the New Social Media Reality
Social media will continue to drive awareness and real-time buzz around CES, but 2026 comes with new complexities. With evolving U.S. policies surrounding TikTok’s ownership structure, marketers can cautiously reintroduce the platform into their media mix while keeping contingency plans in place.
Vertical storytelling remains the norm across TikTok, Instagram Reels, and YouTube Shorts, and AI-generated content (from voices to avatars) must be clearly disclosed under new FTC guidelines.
Gearing Up for CES 2026?
Hotwire’s team of expert tech and media strategists can help you design a launch and communications plan that breaks through the noise. From pre-show narrative development to real-time coverage support and post-event amplification.
Let’s make your mark at CES 2026. Craft a story that connects innovation with impact.