CES 2026: Uncomfortable truths facing media and marketing 

As CES 2026 gets underway, Havas Media Network North America is publishing its 2026 Predictions Forecast, outlining the forces we believe will define the year ahead and separate brands that grow from those that fade. This perspective is drawn directly from that report and grounded in what leaders are seeing, discussing, and debating in Las Vegas this week. 

CES has always been where the future shows up first. 

But walking the floors this year, one thing is unmistakable: The industry is no longer dazzled by what’s possible. It’s demanding proof of what works. 

As technology accelerates, consumer expectations fragment, and financial scrutiny intensifies, 2026 is shaping up to be a reckoning year for brands. According to Havas’ Meaningful Brands research, 78% of brands could disappear tomorrow and consumers wouldn’t care. Loyalty has become conditional. Attention is scarce. And relevance must be earned daily. 

CES 2026 isn’t about shiny demos. It’s about confronting the uncomfortable truths reshaping media, marketing, and how brands create value in people’s lives. 

The forces below reflect our point of view on the year ahead, based on the expanded Havas Media Network North America 2026 Predictions Forecast. 

AI MAKES VOLUME EASY—STANDING OUT HAS NEVER BEEN HARDER 

CES is flooded with AI promises. Personalization at scale. Automated creativity. Infinite content. 

But when everyone has access to the same tools, the tools stop being the advantage. 

Social feeds are already saturated with AI-generated sameness, creating a crisis of attention and trust. As Jackie Lyons, chief planning officer at Havas Media Network North America notes in the report, creator-led storytelling will become one of the most critical media effectiveness levers in 2026. Not because it scales fastest, but because it still feels human. 

Attention is no longer a vanity metric. It’s a business currency. Chris Chobanian, SVP at CSA Consulting, Havas Media Network North America, explains that attention will move from a nice-to-have to a metric directly correlated to business outcomes. 

The strategic shift is clear: Use AI to amplify human creativity, not replace it. Brands that rely on generic automation will blend into the noise. Brands that invest in emotional storytelling and cultural relevance will earn premium attention. 

DISCOVERY IS BEING REWRITTEN IN REAL TIME 

One of the loudest conversations at CES this year isn’t happening on stage. It’s happening inside AI interfaces. Over 60% of Gen Z now uses generative AI to discover products. Conversational AI and agent engines are collapsing discovery into single answers. 

As Trevor Carr, CEO of Noise Digital and head of CSA shared with Havas Media Network, this isn’t a new platform. It’s a fundamental change to the internet’s decision-making layer. 

For brands, that means traditional click-based strategies are eroding. The winners in 2026 will be those that optimize not just for SEO, but for agent engine optimization, ensuring their brand becomes the answer AI recommends before a click ever happens. 

CFOS ARE THE NEW GROWTH GATEKEEPERS

CES conversations are no longer just happening between CMOs and CTOs. CFOs are firmly in the room. 

2026 marketing budgets will be planned like investments, with required returns, not discretionary spend. Finance leaders expect clean attribution, incrementality, and month-to-month accuracy. 

Plan your marketing budget like an investment, Taimoor Qureshi, managing partner of Finance Media Operations shared with us. Start with business outcomes, not last year’s spend. 

Brands that can speak CFO language aren’t seeing budgets shrink. They’re seeing budgets protected and expanded. Those that can’t will struggle to justify relevance. 

CULTURE CAN’T BE RENTED—IT HAS TO BE EARNED 

CES reflects a broader cultural truth: Mass culture has fractured into thousands of micro-communities. Gaming, fandoms, creators, and sports communities don’t respond to one-off activations. They reward consistency, credibility, and commitment. 

Treat culture like a commitment, not a media plan, says Andrea Isaac, managing partner of Havas Play. 

Audiences are building identities around passions, rituals, and shared experiences, often guided by creators and platforms rather than institutions. Brands that show up episodically will be ignored. Brands that commit year-round will be welcomed in. 

THE GROWTH EVERYONE IS OVERLOOKING 

While much of CES targets youth and novelty, some of the most powerful growth opportunities are hiding in plain sight. 

Affluent consumers over 50 hold the majority of wealth. The premium pet economy continues to surge. And connected health is rapidly becoming a trillion-dollar market, reshaping daily consumer behavior and expectations. 

As Ray Romero, managing partner of client experience at Havas Media Network North America notes, connected devices and data-driven platforms are becoming embedded in how people manage everyday decisions. 

These are not niche opportunities. They are foundational growth engines for 2026 and beyond. 

WHAT WILL ACTUALLY WORK IN 2026 

So what do brands do when they can’t outspend competitors and old playbooks stop working? 

They get clear. 
They commit deeply. 
They prove value rigorously. 
They respect culture. 
And they never lose sight of the human on the other side of the screen. 

A CES MOMENT, A 2026 MANDATE 

The convergence of AI democratization, discovery disruption, financial scrutiny, and cultural fragmentation makes CES 2026 a defining moment, not just a showcase. 

Most brands will leave Las Vegas inspired, then return to the same habits. The ones that matter will act. 

The question isn’t whether 2026 will be challenging. It’s whether your brand is ready to meet it. 

Greg James is CEO of Havas Media Network North America.

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