Following the recent Consumer Electronics Show (CES) 2026 in Las Vegas, Omnicom Media Asia Pacific (OM APAC) has released its 2026 Trends Report, outlining key media, technology, and consumer behaviour themes that will shape marketing strategies throughout the year. The report draws on insights from CES alongside regional data analysis to highlight emerging opportunities for brands across the Asia-Pacific and beyond.

A central takeaway is that artificial intelligence (AI) — particularly agentic and anticipatory AI — is rapidly transforming how consumers interact with technology and brands. Intelligent systems capable of predicting needs and delivering personalised services are moving from experimental tech into everyday life. Across health tech, smart home solutions, autonomous systems, and connected devices, AI-enabled experiences are positioning technology as a seamless part of the consumer journey rather than a standalone feature.

For marketers, this means structuring content and campaigns to work with advanced AI ecosystems. The report highlights how brands should optimise assets for large language model (LLM) ingestion, refine data strategies with robust clean-room architectures, and diversify channel mixes to align with evolving consumer expectations for relevance and convenience.

Another major theme emphasizes consumer co-creation and engagement, with today’s audiences seeking interactive brand experiences that go beyond passive consumption. Digital livestreaming, second-screen interactions, and social commerce are increasingly influential, with up to four in five live-stream viewers using smartphones as second screens to engage more deeply with content, scan QR codes, and take actions tied to conversions.

The report also highlights that e-commerce and digital discovery are leveling the competitive playing field, giving smaller brands more room to compete based on trust, authenticity, and niche community engagement rather than sheer size. As a result, brands that prioritise meaningful, two-way dialogue with consumers are expected to build stronger affinity and long-term loyalty.

Overall, the CES 2026 trends report suggests that 2026 will be a year where intelligent technology and consumer participation combine to redefine brand-to-consumer interactions, and marketers who embrace these drivers early will be better positioned to lead in an increasingly interconnected digital ecosystem.