The Consumer Electronics Show this year was a strong reminder that the consumer landscape is more competitive and dynamic than ever. After a week on the floor in Las Vegas, what stood out wasn’t just the flashy gadgets, but the underlying battle for consumer attention, trust and the future of the shopping experience.
CES has evolved from a showcase of electronics into a barometer for every industry, and in 2026, the competition was palpable across four major fronts: artificial intelligence (AI), creator commerce, consumer safety and global trade.
AI as a Tool to Fuel Competition
If 2024 was the year AI got hype, 2026 is the year it became a fundamental component of the retail arsenal. Everywhere I looked, from construction to manufacturing and transportation, products were infused with AI. As Sabrina Ortiz of ZDNet noted in the “Covering Tech in Media” panel, we are now “on AI time.”
Businesses are using AI to be a great equalizer, lowering the barrier to entry for innovation and allowing small teams to do “insanely cool things,” as Alexis Ohanian and Palmer Luckey pointed out. The sheer breadth of applications, from new AV partnerships like Zoox to smart glasses tapping into major models, signals a shift in how companies create and compete. It’s no longer about who can spend the most, but who can harness AI as a tool.
The policy takeaway is clear: the United States must prioritize development and deployment while avoiding the creation of a complex, 50-state patchwork of red tape. This regulatory burden would make compliance for innovative companies harder—a point Undersecretary of Commerce for International Trade William Kimmitt underscored regarding the complexities of digital trade and the EU’s proliferation of their regulatory ideas.
Competition thrives on certainty, and right now, America’s AI regulatory environment is unclear, Europe’s is overly burdensome, and innovators are left to sort through the paperwork.
Creator Commerce: The Nucleus of Marketing
The “State of the Creator Economy” panel discussed how creator marketing is now the “nucleus” of modern marketing strategy. The competition for brand-creator partnerships is moving beyond simple transactions and into long-term plays. We’re seeing a shift toward 3-5 year strategic plans, with creators looking to develop longer-term relationships with companies.
This environment requires a regulatory touch that supports, not undermines, these relationships. With companies implementing elements like YouTube’s downgrading of AI slop, the panelists noted that consumers themselves are demanding and incentivizing brands to create quality, “human-led” content. This shows how market dynamics, not heavy-handed regulation, often help deliver protections.
Using Tech Tools to Expand Accessibility
Emerging tech companies are also leveraging cutting-edge tools, particularly AI, to significantly expand accessibility for people with disabilities. Companies like Defined.ai are working to ensure AI models perform correctly for all users by focusing on the diversity and accessibility of training and testing data, addressing inherent biases. ReBokeh is utilizing tech to create tools for individuals with low vision, partnering with organizations like museums and stadiums to upgrade physical spaces. Furthermore, Xander Glasses is developing devices for people who are hearing-impaired or speech-challenged, with a unique focus on enabling functionality without the need for an internet connection. Amazon is also integrating AI tools like “dialogue boost” into their products and collaborating with partners to enhance their accessibility features.
A major focus within this technological advancement is the concept of personalization, as one-size-fits-all solutions often fail to meet the diverse needs within the disability community. For example, Rebecca Rosenberg, the CEO of ReBokeh, who has low vision, created her company because standard options were inadequate for her needs, resulting in a product now used globally and designed specifically for people with low vision. XanderGlasses emphasizes that users often require custom settings and their needs can vary daily, and Amazon is leveraging AI to create more exciting levels of personalization, such as custom prompts with Alexa Plus.
While the development of these customized, sophisticated tools is often complex and expensive, companies are working to make them more affordable so they can reach more consumers.
Looking Ahead: Winning Markets in 2026 and Beyond
The message to policymakers is simple: competitive markets for consumers demand supportive policies. We must ensure regulatory barriers are not overly burdensome to tech development so America remains the best place to innovate.
CES 2026 was a fascinating look at the way companies are competing for consumers in a digital world. The biggest winners in the coming year will be the companies that embrace agile innovation, prioritize consumer trust and use new technologies to genuinely enhance the consumer experience. The race for the future is officially underway.