The Alliant team wasted no time kicking off 2026. We started the year in Las Vegas at CES 2026, where innovation moves fast, conversations run deep, and the future of marketing, data, and technology takes shape in real time. From packed keynote halls to impromptu meetings on the show floor, one thing was unmistakably clear: the industry isn’t just evolving in 2026, it’s accelerating.

With that in mind, we walked away from CES 2026 with five themes that will define the year ahead. Below are out top five takeaways.

1. Agentic AI Is Accelerating

AI dominated the conversation at CES, but not in the abstract way we’ve seen in years past. The focus has shifted toward agentic AI, or automated, intuitive systems that don’t just assist, but act on their own.

As AI becomes more autonomous, it becomes clear it’s only as strong as the data it’s built upon, with autonomous systems that have no patience for low-quality, duplicative, or poorly understood input being on the rise. As a result, AI is rapidly becoming a forcing function for consolidation, and something to keep a close eye on as we head into the new year.

Data providers offering differentiated, reliable, and well-modeled data will gain share. Those relying on aggregation or commodity signals will struggle to justify their place in an AI-driven workflow. In this environment, data quality, provenance, and intent matter more than ever.

2. Unique Data is Pulling Ahead of the Pack

Another recurring theme at CES was a growing divide between companies creating truly differentiated data and those relying on aggregation or resale.

As signal loss continues and regulatory scrutiny increases, marketers are looking for data they can trust. Data that is intentionally built, thoughtfully modeled, and capable of explaining why people behave the way they do, not just what they have done in the past.

The companies investing in proprietary, research-driven data are gaining confidence from buyers, while commodity data is becoming harder to justify. In 2026, ownership and originality matter more than ever.

3. Contextual Targeting is No Longer a Backup Plan

Contextual targeting was another big topic of conversation, but not as a workaround or privacy-era stopgap.

Instead, it was discussed as a strategy that is finally coming into its own. Smarter contextual approaches, powered by better content intelligence and behavioral understanding, are helping marketers maintain relevance and scale even as traditional identifiers become less reliable.

The shift was noticeable with many people firmly in the camp that think contextual is no longer about settling. It is about intentional alignment between message, environment, and audience.

4. Audio is Emerging as the Next Growth Channel

While connected TV remains a major focus, several CES conversations suggested that CTV is beginning to stabilize. As platforms refine and optimize, attention is turning toward where incremental growth will come from next, and audio stood out.

From podcasts and streaming platforms to in-car and smart device experiences, audio offers high-attention environments that are still relatively underutilized. With the right data powering audience understanding, audio has the potential to become a highly personal and effective channel in 2026.

Expect more experimentation and more investment here in the year ahead.

5. Live Sports and Content Ownership Will Shape the Future of TV

Media and streaming conversations at CES were hard to miss, especially as speculation swirled around consolidation and the future of major content libraries.

What felt certain was the importance of live sports. Rights deals, streaming quality, and the ability to deliver reliable live experiences are becoming key differentiators in an increasingly crowded TV landscape. Questions around broadcast versus streaming capabilities, especially for live events such as sporting events, remain front and center.

At the same time, innovation in CTV ad formats continues, with more attention on pause ads, in-content placements, and other ways brands can integrate naturally into the viewing experience.

Final Thoughts: The Industry is Asking Better Questions

If CES 2026 had an underlying theme, it was not about chasing the newest technology. It was about making smarter choices.

Across AI, media, contextual, and emerging channels, one message came through clearly. Success depends on having data that is reliable, differentiated, and built with real human behavior in mind. As tools become more automated, understanding people, their motivations, preferences, and decision-making becomes even more important.

For the team here at Alliant, we look forward to seeing where the year takes us, and for more of the upcoming industry events. Interested in catching up with us at RampUp, Beet Retreat, or other premiere events? Check out our events page to see where we’ll be and book time with on of our team members.