AI at CES 2026: Experience Over Features

At CES 2026, the novelty of artificial intelligence has faded, replaced by a new reality: AI is everywhere. Integrated chatbots and built-in machine intelligence are no longer standout features but baseline expectations in consumer tech. This ubiquity forces a strategic pivot for manufacturers.

If companies want to win in the AI era, they must hone the user experience. The battleground has shifted from possessing AI to perfecting it. Success now depends on how effectively technology serves the user, not just on the raw power of the algorithms.

The initial shock of artificial intelligence entering the consumer space has worn off. What was once a premium selling point is now a standard inclusion. At the recent technology showcase in Las Vegas, AI was not the exception; it was the rule. Devices ranging from televisions to kitchen gadgets boasted integrated intelligence.

This saturation creates a crowded marketplace. When every device claims to be "smart," the distinction between products blurs. Manufacturers can no longer rely on the mere presence of a chatbot or a predictive algorithm to drive sales. The technology has matured from a curiosity to a utility.

The industry is facing a commoditization of AI features. As these capabilities become cheaper and more accessible to implement, the value proposition must change. Companies must look beyond the technical specifications and consider the holistic interaction between the human and the machine.

With the technical barrier to entry lowered, the competitive edge lies in user experience (UX). It is no longer sufficient for a device to simply function; it must function intuitively. The companies that will thrive are those that solve real problems without adding complexity to the user's life.

Consider the proliferation of smart home devices. A user might have a dozen gadgets, each with its own AI assistant. The friction of managing these disparate systems often outweighs the benefits. The next generation of winners will likely be those who can unify these experiences or make their specific device so seamless that it requires zero learning curve.

Key areas of focus for developers include:

• Reducing the number of steps to complete a task
• Anticipating user needs through context-aware computing
• Maintaining privacy and trust while collecting necessary data
• Ensuring accessibility for all demographics

By prioritizing these elements, brands can move from selling hardware to selling convenience.

The challenge for manufacturers is integration. Intelligence must be invisible. It should feel like a natural extension of the user's intent rather than a separate feature to be toggled. For example, a fitness tracker shouldn't just count steps; it should offer actionable advice based on sleep, stress, and activity without requiring a deep dive into a complex app.

This shift requires a deep understanding of consumer behavior. It moves the engineering focus from backend algorithms to frontend design and interaction design. The "how" of using the technology is becoming more important than the "what."

As the market saturates with AI-enabled products, the winners will be defined not by the sophistication of their code, but by the simplicity of their solutions. The era of AI as a feature is over; the era of AI as a seamless experience has begun.

The message from the technology sector is clear: Artificial Intelligence has graduated from a buzzword to a fundamental component of modern electronics. However, its presence alone does not guarantee success. The saturation of the market has rendered generic AI features unremarkable.

To capture consumer attention and loyalty, companies must pivot toward refining the user journey. The ultimate goal is a frictionless experience where the technology anticipates needs and solves problems before they become frustrations. In this new landscape, the most successful products will be those that are the easiest to use, not necessarily the most powerful.