Zenith：2026国际消费电子展（CES）：从媒体采买到决策影响研究报告（英文版）（17页）.pdf

1、2026CES:From Media Buying to Decision Influence Innovation and AIHow AI-Powered Devices Are Rewriting Advertising,Commerce,and the Role of AgenciesEvery years,CES unveils innovations that can seem incremental in isolation,such as smarter TVs,more connected cars,lighter wearables,but when viewed toge

2、ther they point to a far more profound shift:the emergence of a new operating system for consumer decision-making.AI is no longer confined to apps or platforms;it is being embedded directly into the devices that shape daily life,observing context,interpreting intent and increasingly mediating choice

3、s in real time.This matters because media,advertising and commerce have always hinged on one critical questionwhen to show upand AI is now redefining that moment.As traditional,channel-based media models strain under fragmentation,privacy constraints and scarce attention,AI-powered devices are gener

4、ating a continuous stream of signalsnot cookies,but real-time indicators of behaviour and intentthat automate decisions across environments.Written for brand leaders,media strategists and agencies navigating a post-cookie world,this report explains why the next era of media will be won by understand

5、ing how AI decides what gets suggested,chosen and trustedand what that means for staying relevant over the next decade.Ricky ChopraGlobal Head of Innovation and AI,Zenith Media ForewordAt this years CES,LG introduced the next generation of its AI-powered television platform,embedding on-device AI di

6、rectly into the operating system.Rather than functioning purely as a content navigation tool,this AI layer learns from viewing behaviour,interaction patterns,and contextual usage processed locally and anonymised.This represents a fundamental shift in the role of the television.The TV is no longer ju