CES showcases the products, platforms and partnerships that will define the next era of technology — and this year, AI dominated, with integration into consumer devices and increasingly into industrial applications, from robotics to agriculture.
I've attended the event many times. Amid all the product announcements, my focus is always on how the latest technology shapes brand experience — and how chief marketing officers (CMOs) are using it to drive growth.
During the week, I hosted a Forbes CMO breakfast roundtable in partnership with Emily Ketchen, Lenovo's CMO of the intelligent devices group and international markets, which brought together senior marketing leaders for a candid conversation about leading through accelerating change.
What stood out most was the group’s confidence and expertise. The CMOs were energized by new technology introduced that week, but also acutely aware that the speed of transformation leaves little room for missteps. According to the Forbes Research 2026 CxO Growth Survey, the top challenges CMOs face in 2026 are keeping pace with rapid tech change and AI (55%) and anticipating changing customer behaviors (46%).
“Resisting AI in marketing is like ignoring the internet in 2000. True leaders are asking how it can elevate their strategy and support their teams.”
One theme surfaced repeatedly: Many brands are rolling out AI tools and experiences that can feel abstract to the average consumer. Getting the messaging right requires a balance of transparency and storytelling that helps people understand how technology fits into their lives, not just what it can do.
New technologies have always been met with questions. In that sense, today’s conversations echo earlier moments of transformation. But what feels different now is the speed. Marketers are being asked to innovate to drive growth and revenue, all while remaining thoughtful — making relevance clear and benefits tangible without rushing people past their comfort level.
Generational differences also shaped the discussion. These industry leaders noted that younger audiences, particularly Gen Z, engage with emerging technology in more playful and expressive ways. They are less interested in productivity claims and more interested in creativity, humor and connection.
Gen Alpha presents another unique challenge for marketers. Born between approximately 2010 and 2025, they'll be the first generation to grow up without a clear "before" and "after." For them, AI won't feel new or disruptive; it will simply be part of the landscape.
The conversation also touched on how leaders engage with AI professionally and in their personal lives. At work, there are safeguards and governance structures around data, content creation and usage. Outside of work, CMOs embrace AI freely. This balance is important. Using the tools personally helps leaders understand the technology’s potential and limits, while strong processes ensure brands move forward without compromising trust.
When it comes to creative work, most leaders view AI as a way to extend human-led creative thinking rather than replace it, allowing teams to explore ideas, visualize concepts and move faster. As one CMO put it, the work still has to be human-led — AI just powers you.
“Resisting AI in marketing is like ignoring the internet in 2000,” said Ketchen. “True leaders are asking how it can elevate their strategy and support their teams.”
Data from the 2026 Forbes CxO Growth Survey found that 69% of CMOs are confident in their organization’s ability to enhance brand creative through technology-driven insights and automation. That confidence is encouraging, but it also carries responsibility. Accuracy, trust and brand integrity are not optional — particularly as audiences become more discerning.
Attendees said the human touch remains critical in customer experience. AI agents now handle returns, and voice bots are getting good enough that it's hard to tell if you're talking to a person. One participant noted that their team has handled over a million successful AI prompts, but what matters most is a seamless handoff to a human when the automation falls short. Another leader argued that as generations grow up interacting with both agents and humans, clearly signaling which one a customer is talking to will increase satisfaction.
Perhaps the most consistent theme of the morning was authenticity, which one participant noted cannot be bought or treated as an afterthought. Transparency matters whether brands are experimenting internally, engaging consumers or introducing new experiences. People don’t expect perfection, but they do expect honesty. Trying to blur the line between what is human and what is not can backfire. Clear signals and expectations lead to better experiences for everyone involved.
As the group prepared to head back to the CES show floor, what stayed with me was how grounded and deeply experienced these marketing leaders are. In a week dedicated to what’s next, the most telling signal wasn’t a product launch or a demo; it was the confidence of leaders who know how far to push, and when to pause.