Worldbuilding is an approach to marketing that finds the intersection of Community, Culture, and Commerce to get beyond fleeting, one-time campaigns and create efforts that truly connect with consumers on their terms.

“Despite challenges reaching consumers, there's no better time to be in marketing,” said WPP Media Global CEO Brian Lesser at CES 2026. And that’s largely due to the magic — and science — of modern media.

LEGO unveiled the SMART Brick, which “has responsive lights, a color-recognition scanner to sense its surroundings, a sound synthesizer that plays almost any sound, and a built-in accelerometer.”

According to WPP Media’s Nancy Hall, “If we can understand and embrace fandom, then we will be able to influence and engage with those fans … which will translate to sales.”

Focusing on niches, activating in the real world, and trusting the process were among some of the tips given by creators and execs finding success marketing with content creators.

Dr. Lisa Su, Chair and CEO of AMD, uses her opening night keynote to unveil new chips and declare AI is for everyone. Fittingly, she capped off a day full of announcements about chips and AI.

Futurist and CTA Senior Director of Innovation & Trends Brian Comiskey gave attendees a big-picture look at what to expect at this year’s show.

A robot that can do laundry (maybe) and updates to Amazon’s Fire TV. A quick look at some of the headlines coming out of CES 2026

If you’re at a loss trying to figure out which keynotes and sessions to check out, CTA is offering sample itineraries for folks based on their roles and interests, including CMOs and Content Creators.

Deciding how to approach the show floors at CES is more than a little intimidating. With more than 4,500 companies showing off their wares across the Las Vegas Convention Center and the Venetian, it’s impossible to see it all. Using the CES Innovation Awards honorees as a cheat sheet is one way to see the most impactful tech on display.