CES Lessons That Make You Think Ahead to Next Year
With over 148,000 attendees and 6,900 media, CES continues to scale in size and influence. This year’s event spotlighted technologies changing the way we live and work – from Boston Dynamics’ Atlas humanoid to John Deere’s 60,000-Pound X9 1100 combine that’s redefining autonomous farming. Innovation was everywhere – and so was the noise.
As CES grows, so does the competition for attention. Standing out is harder than ever, and we don’t expect that to change anytime soon. Which leaves many brands asking: How do we win at CES alongside industry giants? Or, how do emerging companies break through without the biggest booth or budget?
The answer starts earlier than you'd think, which is why planning for next year begins now.
What This Means for Attending Companies: Any company can be a tech company. And the most successful ones already see themselves that way. Technology is how our world functions, from productivity to economic growth. For brands looking to make an impact at CES, the key is understanding how your solutions connect to the broader tech narratives at the show.
Even better, shape your offerings to tell new, meaningful tech stories. Take John Deere: Agriculture isn’t traditionally top of mind at CES, yet the brand consistently commands attention by framing its narrative on autonomy, AI, and advanced machinery. Shifting to that approach has helped make the company’s booth one of the most talked about at CES, year after year.
What This Means for PR Practitioners: PR teams that help clients win CES aren’t waiting until the fall to start planning for CES 2027; they’re starting now. Building toward a standout presence takes time: aligning announcements, refining narratives, and developing demos that resonate in a crowded environment.
Treating CES as a year-round priority instead of a one-off moment creates consistency in how a brand shows up. It allows teams to sharpen their storytelling over time, significantly increasing the chances of breaking through on the show floor.
