CES, the world’s largest tech show, is around the corner, kicking off the first week of the New Year.
Expect to hear from leaders from appliances and automotive to beauty and travel about how they are innovating in order to improve consumer experiences.
“At its core, CES 2026 is driven by the human desire for meaningful, face-to-face connection to get business done,” said Kinsey Fabrizio, president of CTA. “They want to sit across the table from partners, customers, investors, and policymakers to move global business forward.”
“As the launchpad for groundbreaking products and transformative partnerships, CES 2026 will once again unite the full tech ecosystem – from emerging startups to global brands,” she continued. “It’s where industries intersect, fueling advancement across AI, robotics, digital health, mobility, enterprise solutions, energy, immersive entertainment, and accessibility.”
Lenovo is hosting its annual global innovation event, Tech World, at The Sphere for the first time ever. The 11th annual Tech World will feature a keynote from Lenovo Chairman and CEO Yuanqing Yang, which will focus on Lenovo’s smarter AI for all, as well as innovations with FIFA and Formula 1.
“Hosting Lenovo Tech World @ CES 2026 at the Sphere gives us an unparalleled platform and fully immersive brand experience to reimagine how we tell Lenovo’s AI innovation and ecosystem story,” said Emily Ketchen, chief marketing officer and senior vice president of intelligent devices group (IDG) and international markets at Lenovo. “The Sphere transforms the storytelling itself by connecting technology and creativity in new ways. I view it as a next-generation marketing moment that underscores how we’re making Lenovo’s vision of Smarter AI for All a shared experience, not only through our new devices but moments like these.”
Ketchen said that attendees can expect an experience that “redefines what a technology event can be: immersive, creative and designed to connect on every level.”
Delta, who hosted a keynote at The Sphere last year, is gearing up for CES 2026 by offering new and increased flight options to Las Vegas. The airline will run more than 700 inbound and outbound Las Vegas (LAS) flights to and from Las Vegas between Jan. 3-5 and Jan. 8-10. This includes new direct flights from Shanghai, Amsterdam, Paris, Seoul and London.
“As CES 2026 continues to expand and innovate into the future, so does Delta with more seats compared to our CES 2025 schedule,” said Paul Baldoni, Delta’s senior vice president of network planning, in a statement. “Delta’s comprehensive global network is well-positioned to get our customers to popular events throughout the year, and these additional flights increase flexibility and create even more convenient travel options.”
Samsung, a CES 2026 Innovation honoree, will mark a new era of customer engagement by installing the largest exhibition space in its history at the Consumer Electronics Show 2026 in Las Vegas. It will be located at the Wynn and Encore Las Vegas. The company’s various home appliances, TVs, monitors and other devices will be on display, focused on how AI is helping drive a connected ecosystem across its products.
“This upcoming CES, AI will continue to be at the forefront of brand innovation and storytelling,” said Allison Stransky, chief marketing officer and vice president of corporate marketing at Samsung Electronics America. “What stands out to me is how it’s evolved from promise to practice. We’re now seeing AI become more advanced and understood, which is leading to greater integration into everyday consumer experiences in a more natural way. What excites me most is the opportunity to show how Samsung’s ecosystem brings that to life in a tangible way that is intuitive and genuinely helpful to consumers.”
“We’ll also see more thoughtful storytelling from brands, not just big product reveals, but a focus on why innovation matters,” she continued. “For Samsung, that means designing technology that not only advances possibility but does so in a way that is accessible and built for how people actually live.”
LG Electronics (LG) has also been honored with numerous CES 2026 Innovation Awards. The brand will be present at the show highlighting its OLED TVs and monitors, automotive lighting as well as gaming & e-sports tech.
“Winning the CES 2026 Innovation Award once again demonstrates LG Innotek’s world-leading innovation in automotive lighting solutions,” said Moon Hyuksoo, LG’s CEO in a statement. “We will continue to present new automotive lighting solutions that deliver distinguished customer value and expand our market presence beyond North America to Europe and Japan.”
Also at the show, Havas CEO and chairman Yannick Bolloré will address the advertising, entertainment and content community at C Space, discussing a future where technology and human ingenuity converge to unlock new creative possibilities.
“In 2026, we’re delivering strategically themed sessions that tackle today’s challenges and tomorrow’s opportunities head-on, ensuring the conversations are timely, relevant, and actionable,” added Fabrizio.
IKEA will be at the event for the first time ever. The furniture brand will take over a suite at The Venetian Las Vegas to preview its latest Smart Home innovations, including lighting, sensors, controls, speakers, and the TEKLAN collaboration.
NBCUniversal will also be at the event highlighting a suite of new technology and data products including: LIVE Total Impact, Performance Insights Hub and AI-powered Contextual Targeting in LIVE.
“Our company was built on innovation, and as we enter into NBC’s 100th year, we are pairing the strength of our storytelling with the power of our technology to enhance the consumer experience and prove real-time impact for brands,” said Mark Marshall, chairman, global advertising & partnerships at NBCUniversal, in a statement. “Premium video is more valuable to advertisers than ever, and with these new innovations, we are providing solutions clients have been asking for, backed by the power of NBCUniversal’s entire cross-platform ecosystem – setting a new industry standard for success.”
Brand Innovators will be hosting a Marketing Leadership Summit in Las Vegas at The Aria. The program will explore the latest in consumer technology and evolutions in brand. The program includes more than 80 brand marketing leaders from brands including: Marriott, Ulta Beauty, Ford, United Airlines, Clorox, HP, Mars, Hilton, Pizza Hut, Pepsi, Samsung, Patagonia, Lenovo, Zoom, Mastercard, Reddit, LinkedIn, Subway, Zillow and many more.
