At CES 2026, the growing role of artificial intelligence in marketing took center stage, but experts stressed the importance of keeping human authenticity at the core. Companies like Netflix, Google, and Yahoo held private meetings at the Aria hotel, highlighting the value of controlled environments for negotiations and innovation.
Lenovo showcased its AI-driven technologies, including smart glasses and a wearable pendant. The company emphasized that user data will only be recorded with explicit consent, addressing privacy concerns while demonstrating AI’s potential in creating personalized experiences.
Samsung’s VP of marketing, Allison Stransky, said AI should enhance, not replace, human connections. “AI is a means to create more effective human connections, not a replacement for authenticity,” she explained, underlining that the core principles of marketing remain unchanged despite technological advances.
Netflix also engaged attendees creatively, launching a themed café inspired by its hit series Stranger Things. The interactive installation reinforced the company’s pop culture presence while demonstrating innovative ways to connect with audiences at large-scale events.
Experts agreed that while AI can boost speed, relevance, and efficiency in campaigns, the human element is crucial for maintaining trust, creativity, and meaningful engagement with consumers.
