The lights of Las Vegas begin to dim after the closing of a CES 2026 that will go down in history. If last year the conversation focused on astonishment at language models, this year the key has been the agents.
With more than 145,000 attendees and 4,000 exhibitors, the fair has made it clear that AI no longer lives only in a tab of our browser; Now he has a body, a face and, above all, the ability to act for us.
For those of us who are part of the Comunicagenia community, the news is exciting. We are facing a transition from “Hype” to real utility, where AI evolves towards what many have called “affective intelligence.”
But what does this mean for marketing and content creation? Let’s break it down.
The invisible engine: Hardware that frees the creative
Sometimes, as marketers, we see hardware as something foreign, but what was presented by Nvidia, AMD and Intel this year changes the rules of the game for our agencies.
- Nvidia and the Rubin architecture: Jensen Huang presented Rubin as the successor to Blackwell, promising 10 times faster processing every year. For us, this means processing massive data analytics in real time without latency, allowing for up-to-the-second campaign adjustments.
- Local AI with AMD and Intel: The launch of AMD’s Ryzen AI 400 series and Intel’s Core Ultra 300 seeks to have AI run on our own laptops, not in the cloud. This is vital for the privacy of our clients’ data and to generate personalized video assets locally, drastically reducing operational costs.
- Qualcomm and mobile efficiency: The Snapdragon X2 Plus will allow mobile marketing apps to process user data directly on the device, complying with the strictest privacy regulations without sacrificing personalization.
From Chatbots to Agents: The new frontier of Software
If there is something that is going to transform our daily lives at Comunicagenia, it is the arrival of Agentic AI. We no longer just ask AI things; Now we entrust him with missions.
- Omnicom and WPP at the forefront: The giants of the sector presented platforms such as Omni and Agent Hub, which use autonomous agents for campaign planning, media buying and A/B testing optimization at scale.
- Havas and Ava: The introduction of Ava, a model that centralizes access to GPT-5 and Gemini 3, promises to be the ultimate assistant for creative team collaboration starting this spring.
- Automated advertising on Reddit and NBCUniversal: These platforms are testing agents that automate ad buying with much deeper audience insights, freeing us from routine tasks so we can focus on pure strategy.
Gadgets: The end of traditional screens?
CES 2026 has shown us devices that seek a more natural and less intrusive interaction.
- Holographic Companions: Razer’s Project AVA is a Grok-powered hologram that learns the user’s patterns. Imagine this as a virtual brand ambassador in an e-commerce, capable of assisting the customer with a digital “physical presence.”
- Empathy in a device: Lepro’s Ami device offers emotional interaction through a curved OLED screen. It is designed to combat loneliness, opening an ethical but fascinating door for loyalty programs based on empathy.
- Real-world wearables: From Motorola’s Qira, which helps with navigation and object identification using ambient AI, to Subtle Voicebuds, which transcribe real-time conversations at noisy events, these tools are goldmines for experiential marketing and point-of-sale data capture.
Robotics: Marketing takes to the streets
Robotics has ceased to be a fair spectacle and has become a logistics and branding tool.
- Atlas and the Google touch: Boston Dynamics’ Atlas robot, now trained with Google DeepMind, shows such natural movements that it is already shaping up to automate event setups or product demonstrations in retail.
- Smart Home Marketing: Robots such as LG’s CLOID (which helps with laundry) or Roborock’s Saros Z70 vacuum cleaner (capable of climbing stairs) offer new opportunities for brand integration within the smart home.
The elephant in the room: Ethics and Sustainability
We cannot talk about innovation without mentioning the challenges. CES 2026 has also put the “Promethean Gap” on the table: the gap between our technological speed and our ethical understanding.
Energy consumption is a real concern. Energy demand from AI is projected to rise from 415 TWh in 2024 to almost 1,000 TWh in 2030. As brands, sustainability cannot just be a green logo; You must consider the impact of the models we use.
Additionally, privacy and bias in agent-automated decisions require stronger human governance than ever.
More human marketing thanks to the machine
This CES has taught us that AI is not coming to replace us, but to give us superpowers to connect with people.
Whether it’s through a smart mirror like the Withings Omnia that detects health metrics (opening up a world of possibilities for wellness marketing), or through agents that manage the complexity of the data for us, the future is bright.
At Comunicagenia we believe that the key is balance: taking advantage of the power of Nvidia’s Rubin architecture or the agility of WPP agents, but always maintaining that human, empathetic and creative touch that no machine can replicate.
Which of these innovations do you think will impact your strategy first? We’d love to read you in the comments!
This post is also available in: