CES 2026 reinforced how quickly advertising, media, and marketing are being reshaped by creators, data, and artificial intelligence. From creator-led storytelling to deterministic targeting, interactive streaming ads, and unified marketing platforms, executives in Las Vegas outlined a future where relevance, measurability, and connection matter more than scale alone. These takeaways highlight how brands are rethinking engagement, execution, and growth in an increasingly fragmented media landscape.
Creator economy takes center stage
At CES’s Variety Business of Creators Summit, industry leaders highlighted the explosive growth of the creator economy as a central force in media and advertising. Speakers discussed how creators are expanding into new platforms, forging brand partnerships, and leveraging storytelling to deepen audience engagement. A recurring theme was that engagement quality now outweighs follower counts, pushing brands to prioritize trust, authenticity, and meaningful interaction over vanity metrics.
Advertising moves from probabilistic to known audiences
Executives at CES said advertising is shifting away from probabilistic targeting toward deterministic audience recognition at scale. Amazon Ads leaders argued that authenticated signals, clean rooms, and privacy-safe data collaboration allow brands to connect media exposure directly to shopping behavior. The shift enables advertisers to link awareness to conversion across channels, replacing guesswork with measurable customer journeys built on trusted first-party data.
Interactive ads redefine viewer engagement on streaming TV
Research presented by Amazon Ads and Publicis Media showed viewers increasingly expect to interact with ads rather than passively consume them. Interactive video formats on Prime Video allow audiences to explore products or influence narratives, lifting engagement and intent. Advertisers said such formats turn ads from interruptions into experiences, generating stronger purchase signals than traditional linear viewing metrics.
AI reduces execution friction and reshapes competitive advantage
At CES, advertisers framed artificial intelligence less as an optimization tool and more as core infrastructure that removes operational complexity. Executives said brands are using AI to compress workflows that once took weeks, from creative development to campaign setup. Automated asset analysis and optimization are enabling faster responses to market signals, favoring organizations built around connected, data-driven execution.
Full-funnel advertising becomes simpler and measurable
Brands and agencies said CES marked progress toward making full-funnel advertising easier to deploy and measure. New tools allow campaigns to span streaming TV, display, video, and sponsored ads while sharing performance signals. The goal is to measure upper-funnel activity by its impact on conversion and lower-funnel tactics by their contribution to brand building, reflecting non-linear customer journeys.
Creator partnerships evolve into long-term media strategies
Marketing leaders said creator-led content is no longer a tactical add-on but a core brand strategy. Creators are increasingly treated as media businesses with loyal audiences, not execution partners. Brands are shifting toward multi-format collaborations spanning social platforms, streaming content, and live commerce, seeking cultural relevance and trust that traditional advertising often struggles to achieve.
Programmatic access expands into premium entertainment and sports
CES underscored the convergence of programmatic buying with premium video, audio, and live sports. Amazon DSP now offers advertisers access to inventory across major streaming platforms alongside a rapidly expanding sports portfolio. Executives said younger, more engaged audiences are driving demand, while new tools simplify buying and frequency management across premium environments.
Omnicom unveils unified AI-driven platform
Omnicom used CES to unveil a new version of its Omni marketing platform, positioning it as a unified operating system for data, identity, media, creativity, and commerce. The platform integrates AI to connect strategy, execution, and measurement across channels. Omnicom said the system is designed to break organizational silos and provide clients with a single, scalable view of audiences and performance.
AI platforms and tools unveiled for marketers
Platforms used CES to introduce new AI-driven advertising tools. Reddit rolled out automated Max Campaigns to simplify ad buying and optimization, while Disney unveiled tools that allow brands to generate and measure connected TV commercials with expanded cross-platform measurement. The updates signal how platforms are lowering complexity while giving advertisers greater creative control and performance visibility.
Blending tech and human creativity
A keynote by Havas’s chief executive at C Space emphasized that AI is meant to enhance, not replace, human creativity. Speakers argued that technology should remove friction while preserving empathy, insight, and cultural understanding. The message resonated across CES: while AI is becoming essential infrastructure, human judgment remains central to effective storytelling and brand connection.
