News and Insights

The Best of CES 2026: Beyond the AI Hype Cycle

January 13, 2026

In this blog, you will learn:

Why “Physical AI” is the defining shift for consumer hardware in 2026
Which tactile design trends are challenging the dominance of touchscreens
How brands can cut through the noise to reach the modern tech consumer.

The neon lights of the Las Vegas strip have finally dimmed, and the 20,000-steps-a-day marathon is over. For our Global Consumer Practice team, CES 2026 (6-9 January) was more than just a trade show; it was a sensory overload of “what’s next.” Between the hum of 8K displays and the occasional whirr of a delivery drone, one thing became clear: we have moved past the era of digital-only chatbots and entered a year where gadgets do more.

As PR professionals, the question we are most frequently asked by our consumer tech clients is: “How do we make people care about our product in such a crowded market?” This year, the answer wasn’t found in a spec sheet. It was found in how technology feels, moves and fits into the messy, unscripted reality of our daily lives.

The Rise of Physical AI: Technology with a Pulse

For the last couple of years, AI has felt like a ghost in your phone – a clever chatbot that could write a poem or a filter that could change your face. It was impressive, but it was intangible. At CES 2026, AI finally got a body. Introducing the era of Physical AI.

Instead of just living on a screen, this technology is now baked into hardware that interacts with your home. Take LG’s CLOiD, for example – this isn’t just a puck-shaped vacuum that gets stuck under your sofa; it’s a sophisticated household assistant designed to navigate the chaos of a family home. It can handle complex tasks like sorting laundry or keeping an eye on the oven.

From a PR perspective, this is a dream narrative. We aren’t just selling smart anymore; we are selling utility. In a world where consumers are increasingly time-poor, the tech that wins is the tech that removes a physical chore from their ever-growing to-do list and has genuine purpose. The story is no longer about the algorithm; it’s about the thirty minutes of free time the algorithm just gave back to a busy homeowner. Our Technology Practice is already seeing how this embodied intelligence is becoming the gold standard for 2026 product launches.

The “Retro-Tactile” Revolution

One of the most refreshing trends we witnessed at this year’s event was a hard pivot away from “all-touch” everything. After a decade of designers trying to turn every surface into a piece of sleek, fingerprint-smudged glass, the buttons are back. There is a psychological comfort in a physical click that a haptic buzz just can’t replicate.

Some key examples of this include:

Dell’s XPS Refresh: They’ve listened to the fans and brought back physical function keys. It turns out, people actually like knowing where their fingers are without having to look down from their work!
The Clicks Communicator: This physical keyboard attachment for Android that has been created by UK-based company Clicks Technology is a massive hit because it brings back that satisfying, tactile “click” that we’ve missed since the days of the BlackBerry (for those that recall).
Rotary Dials: We saw several high-end kitchen and audio brands reintroducing physical dials and switches as well as Corsair, a leading global developer and manufacturer of high-performance gear and technology for gamers and PC enthusiasts. This year, the brand revealed the Galleon 100 SD mechanical keyboard, which comes with rotary dials. There is a premium feel to physical resistance that makes a product feel more like a piece of crafted equipment and less like a disposable slab of plastic.

This “Retro-Tactile” movement is a massive opportunity for brands to tell a different story. It’s about Calm Technology – design that respects the user’s senses and doesn’t demand constant visual attention. As we move further into 2026, we expect to see more brands favouring physical interaction as a way to build trust and high-touch connections with their users.

Making a Splash: What European Consumers Actually Want

While CES is a global stage, what works in a Vegas convention centre doesn’t always translate to a flat in London or a home in Paris.

Versatility for Urban Living: European spaces are often smaller and more multi-functional. Tech like the Lenovo Legion Pro Rollable, which stretches from a 16-inch to a 24-inch screen – perfect for the work-from-home crowd who need a high-performance setup that can disappear when the workday is over.
Offline-First Appetite: There is a huge appetite for tech that works via Matter-over-Thread (like the latest Eve Thermostat) is a winner because it doesn’t need to send every bit of your data to the cloud to function. It offers peace of mind without the Big Brother vibes.
Invisible Integration: Samsung’s 130-inch Micro RGB TV is a marvel and aimed at the ultra-premium end of the market, but for most consumers, the real “wow” factor is found in tech that blends into the room. This was evident at the show where we saw a move toward furniture-first tech – speakers that look like lamps and screens that look like art.

The Lollipop Star

Every CES has its share of illusory marketing – products that look incredible in a 30-second TikTok clip but might never actually ship to a customer. Lava Tech’s Lollipop Star – a gadget that lets you hear music through your teeth while eating a sweet – was the ultimate “only at CES” moment of 2026. It’s fun, it’s quirky, and it’s a journalist’s favourite kicker story.

However, these gadgets can be a PR minefield. For brands looking to build real trust, our Integrated Marketing team always advises a reality-first approach. Consumers are savvier than ever; they want to know when they can buy it, how much it costs and if it’s going to work when it arrives in the post. Building a campaign around a concept is great for brand awareness but building it around a deliverable is what creates long-term brand loyalty.

The Psychology of the Unboxing Experience

In 2026, the product is only half the story. The way a consumer interacts with a brand begins the moment they see the packaging. At CES, we saw a massive shift toward sustainable, premium unboxing experiences. Brands are moving away from plastic-heavy tech and toward materials that feel organic and high-end.

This ties back to the tactile trend. If a consumer is buying a “Physical AI” assistant, they want the physical object to feel substantial and well-made. It’s about the weight of the innovation. The most successful products are those that feel like a natural, high-quality extension of our lives.

The 2026 Tech Outlook

CES 2026 proved that the “wow factor” has matured. The flashy lights and giant robots are still there, but the real innovation is happening in the quiet moments – in the way a screen rolls away, or a button clicks under your thumb, or a robot quietly handles the chores while you sleep. Tech is becoming more grounded, more physical, and ultimately, more human.

What was the standout trend of CES 2026? The dominant shift was “Physical AI,” where the industry moved away from screen-based chatbots toward robotics and hardware that can physically interact with and assist in the home environment.

What was our top takeaway? For any brand planning a 2026 launch, the goal should be to show how your product solves a real-world friction point with style, with a focus on utility and versatility. The era of the “gimmick” is over; the era of the “helper” with multiple uses has begun.

Is the “all-touch screen” era coming to an end? Not entirely, but we are seeing a significant “Retro-Tactile” pivot. Leading brands are reintroducing physical buttons and dials to provide a more reliable, sensory and calm user experience.

If you are ready to turn your tech innovation into a market-leading story that resonates across the UK and Europe, contact our London team today to discuss your 2026 strategy.

POSTED BY: Teresa Beeley