"But walking the floors this year, one thing is unmistakable: The industry is no longer dazzled by what's possible. It's demanding proof of what works. As technology accelerates, consumer expectations fragment, and financial scrutiny intensifies, 2026 is shaping up to be a reckoning year for brands. According to Havas' Meaningful Brands research, 78% of brands could disappear tomorrow and consumers wouldn't care. Loyalty has become conditional. Attention is scarce. And relevance must be earned daily."
"CES 2026 isn't about shiny demos. It's about confronting the uncomfortable truths reshaping media, marketing, and how brands create value in people's lives. The forces below reflect our point of view on the year ahead, based on the expanded Havas Media Network North America 2026 Predictions Forecast. AI MAKES VOLUME EASY-STANDING OUT HAS NEVER BEEN HARDER CES is flooded with AI promises. Personalization at scale. Automated creativity. Infinite content. But when everyone has access to the same tools, the tools stop being the advantage."
CES 2026 marks a shift from fascination with possibility to demand for proof of effectiveness. Technology acceleration, fragmented consumer expectations, and tighter financial scrutiny create a reckoning for brands. Most brands lack deep relevance; many could disappear without consumer reaction. Loyalty is conditional, attention is scarce, and relevance must be earned continually. AI makes large-scale content and personalization easy, but ubiquitous tools remove advantage and drive sameness across social feeds. Creator-led, human-feeling storytelling becomes a key differentiator because it connects authentically even if it doesn't scale fastest. Attention has become a measurable business currency.
Read at Fast Company
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