Every January, CES in Las Vegas sets the pace for what technology, design, and audience expectations will look like in the year ahead. But for us, CES 2026 wasn’t just an exclusive look at new products and prototypes – it felt like a turning point. One where technology began to meaningfully intersect with real human experiences, behaviours, and physical environments.
For event designers, brand marketers, and experience innovators, that’s the real story. Yes, we care about what’s new – but we care even more about how those innovations can be used, presented, understood and felt. The most successful experiences at CES were the ones that were the most considered, designed with a clear audience in mind and underpinned by a narrative that genuinely connected back to the brand.
So, here’s our roundup from the show floor – grounded in what we actually saw, why it matters to experiential, and how brands can capitalise on it.
1. AI That doesn’t just compute – It Interprets and Adapts
Artificial intelligence dominated CES once again, as it has done across the tech world for the past couple of years. But in 2026, rather than showcasing AI as a tool or a novelty, brands began using it as a responsive layer within experiences, interpreting behaviour, context, and intent, then reacting in real time.
Take Google TV’s new Gemini-powered tools. Instead of asking audiences to sit back and watch, these platforms invited people to interact, create, and influence what was happening on screen. The technology itself wasn’t shouting for attention, it was simply enabling a better, more engaging experience.
Across the show floor, the most effective uses of AI were the ones that genuinely enhanced interaction, reduced friction, or added value – not simply because the technology could. For brands, this signals a clear opportunity. Real-time AI, whether through intelligent hosts, adaptive signage, or responsive installations, allows experiences to flex around audiences rather than forcing audiences to adapt to the experience. When done well, it feels seamless, intuitive, and purposeful – exactly what visitors now expect from high-profile events like CES.
2. Physical AI and Robotics That Feel Real
CES 2026 also bought the buzzword “physical AI” firmly into focus – robotics that move beyond novelty and into practical, experience-led application. Rather than feeling experimental or out of place, these technologies felt increasingly integrated into real-world scenarios. Think WALL.E, but far more believable.
LG’s unveiling of their LG CLOid – an AI powered robot designed for the “Zero Labour Home”, was a standout. Capable of handling complex, multi-step chores with human-like arm mobility and five fingered hands, it offered a glimpse into the commercial potential of robotics that can interact smoothly and naturally with people. While a release date hasn’t yet been confirmed, the message was clear: this technology is edging closer to everyday application.
Nearby, Boston Dynamics’ Atlas humanoid robots was a clear example of just how agile and capable robotics have become. Hinting at a future where robots could act as hosts, guides, assistants, or even support staff within live environments.
But it was IntBot’s humanoid concierge that took things to the next level, running an entire booth autonomously. It wasn’t there to steal the show; it was there to do a job – welcoming visitors, answering questions, and keeping things moving. It demonstrated how AI can handle repetitive or operational tasks while still engaging visitors in a natural, human way. Click here to see them on the booth.
What’s important here isn’t the robot itself, but the role it plays within an experience. These technologies show how automation can support live environments by improving efficiency while still enhancing visitor engagement. For brands, robotics no longer need to be a gimmick or centrepiece. Used thoughtfully, they can become functional extensions of the experience, helping visitors navigate spaces, access information, or simply feel looked after.
3. Playful Tech That Sparks Emotion
Amid the seriousness of AI and automation, some of the most memorable moments at CES came from tech that simply made people smile. Playful, tactile tech experiences stood out precisely because it reminded us that great experiences are emotional ones.
Lego’s new Smart Play bricks were a perfect example. These reactive physical objects light up, make sound, and respond to interaction – no screens, no apps, no instructions, no apps. The experience was immediate, tactile, and intuitive – encouraging people to stop, touch, and play. Read more on their announcement here.
But if you want the ultimate fun “why not” product, look no further than Lollipop Star’s bone-conduction lollipop allowing users to hear music through their jaw while eating it. Blending novelty with delight, it was unexpected, slightly surreal, and completely shareable.
Why it matters? These moments worked because they lowered barriers to engagement. People didn’t need instructions or explanations – they simply experienced them. For brands, that’s a powerful reminder that playfulness isn’t frivolous. The power of designing experiences that feel human first and technological second creates dwell time, sparks conversation, and gives people something worth sharing – all gold dust on a busy show floor.
4. Personalised Experiences Beyond Screens
CES 2026 also made one thing clear: the future of events isn’t about more screens. It’s about smarter environments.
Rather than overwhelming visitors with information, many experiences responded quietly in the background. Wearables that monitor mood hinted at environments that could adapt to how people are feeling, while Philips Hue’s SpatialAware technology showed how lighting can respond to space, movement, and context. Instead of telling people what to look at, these experiences focused on shaping how a space feels.
This shift is significant. Audiences are increasingly selective about where they give their attention, and passive observation no longer cuts through. Experiences that respond quietly – through lighting, sound, or spatial changes – feel more personal, more considered, and ultimately more memorable. For experiential designers, this opens up opportunities to create impact without relying solely on screens or overt interactivity.
Putting It All Together: What It Means for Brands
Taken together, CES 2026 reinforced a clear message: successful experiences are no longer defined by how much technology they contain, but by how intelligently that technology is used.
Responsive environments are replacing static stands. AI is most effective when it enhances interaction rather than dominating it. Playful, emotional moments create connection and memorability. And personalisation works best when it’s subtle, intuitive, and human-centred.
At Cook + Associates, we help brands bring these lessons to life – from immersive stand design to tech-enabled interactions, every experience is designed to engage, inspire, and leave a lasting impression. CES 2026 shows that the future of events is experiential, intelligent, and sustainable – and we’re ready to make it happen.