CES 2026: AI, Identity, and the Evolution of Streaming

Author: Mike Gammone

As my first visit to CES, I was energized by the collective enthusiasm as everyone moved through their day with purpose, intent, and positivity. This led to engaging conversations and insightful sessions on where the industry is today and where it is going.

As I left Vegas, three themes from the week stuck with me, from the obvious choice: AI to identity and the continued evolution and importance of streaming.

AI Is Moving Beyond the Buzz

While AI has existed in different forms (machine learning and large language models) in advertising, the past year has seen the innovative testing and experimenting of AI powered solutions. But at CES it was made abundantly clear that it has moved far beyond that phase, and that AI is becoming a crucial component of ad tech foundation and infrastructure.

Some advertisers may still be hesitant, but there are real tools that exist today that deliver solutions beyond creative, including offerings that use AI to optimize yield and performance for buyers.

We’re also seeing a lot of innovations when it comes to agentic buying, including a breakthrough agentic AI buying solution across linear and streaming inventory, that are fueling more effective and streamlined workflows for both advertisers and agencies.

Based on the week, it seems like this is just the start, and we’ll begin to see even more advertising transactions start to take place between agents, both on the buy and sell-side.

And with consumers now reporting they are open to having AI used when it comes to content suggestions as well as determining which ads they see, AI-powered entertainment platforms that help personalize viewers’ streaming experiences are helping create more impactful environments for advertisers to connect with audiences.

 

Identity Remains a Building Block for Advertising

Data has always been a building block for effective media campaigns to ensure accurate targeting. Now, more than ever, having first-party data, or a unique data set, plays an important role in how companies differentiate themselves, and offer their partners or clients a competitive edge.

Many of the conversations throughout the week touched on new data offerings that allow advertisers to better connect with audiences and obtain measurable outcomes across premium streaming inventory.

These innovations, like Xumo’s new advanced identity solution, are ensuring that advertisers can activate data seamlessly to reach the right audiences more confidently, maximizing ROI on their streaming TV investments.

When data activation solutions become more effective and accessible, and more importantly, interoperable, the industry at large benefits since it enables advertisers to deliver more relevant ads to consumers, enhancing their experience and driving stronger performance.

 

Premium Video Isn’t Going Anywhere

As I was staring at the Sphere, one thing was noticeably clear: video advertising continues to evolve. Whether it is across traditional TV, AVOD, or FAST, it is all about bringing immersive, engaging, and dynamic experiences to life through premium content.

Viewers’ love for entertainment has not dwindled – they expect seamless access to the content that they love, regardless of where the content lives.

And with more audiences opting into ad-supported experiences to access great content at lower price points, FAST consumption continues to grow rapidly, backed by new partnerships that bring top-tier content into the fold.

With so much content available, it’s about ensuring that audiences can find the programming they want without friction and connecting their experiences no matter how they are watching.

Those platforms that can deliver integrated ad experiences across touchpoints will be key partners for advertisers looking to connect with consumers in a streaming-first world.

 

Looking Ahead: Why 2026 Will Be Another Transformative Year for Streaming

With 2025 behind us, CES signaled that in the year ahead there is a huge appetite to test, innovate, and cement new partnerships across the industry.

With AI driving innovation at lightning speed, advertising and media will continue to evolve, but it’s essential that through this transformation, we don’t forget the consumer.

The platforms that are able to connect advertisers with viewers in premium environments in seamless, engaging, and effective ways will lead the conversation in the year ahead.

To learn more about how Xumo Advertising drives deeper connections with audiences, visit here.