Summing up our highlights from CES 2026

CES 2026 marked a turning point for technology and mobility, as artificial intelligence stepped out of the cloud into the physical world. For senior leaders, the implications are immediate: The pace of innovation is accelerating, and the competitive landscape is shifting. Our Roland Berger experts attended the event to identify the trends that matter most to decision-makers preparing for a dynamic, uncertain future.

AI becomes tangible in the physical world

This year, AI was no longer just a software story. We saw intelligence embedded in robots, wearables, vehicles, and home devices, enabled by new edge-ready chipsets and hybrid architectures. The result is a seamless integration of AI into daily life, with systems that sense, interpret, and act in real time. For leaders, this means AI is now a strategic lever for operational efficiency and differentiated customer experience, not just a back-office tool.

Humanoid robots reach practical maturity

Humanoid and multifunctional robots were present in force, moving beyond prototypes to real-world applications. Advances in edge computing and on-device AI have addressed latency and privacy concerns, making these robots viable for hospitals, care environments, and industrial settings. The challenge has shifted from technology development to identifying meaningful deployment opportunities and managing organizational change.

Autonomy gains momentum across sectors

Autonomous mobility , once a distant vision, is now scaling up. Robotaxis, advanced sensors, and retrofit autonomy solutions were prominent, with real-world demonstrations on the streets of Las Vegas. Notably, off-highway sectors such as construction and mining are adopting autonomy faster than passenger vehicles, driven by pragmatic needs and fewer regulatory barriers. The message is clear: Autonomy is moving from pilot to production.

Software-defined vehicles shift from hype to enabler

The conversation around software-defined vehicles (SDVs) has matured. Instead of focusing on new revenue streams from digital services, OEMs now see SDVs as essential for delivering advanced autonomy, connectivity, and performance. The main obstacles are no longer technical but organizational, as traditional processes must adapt to faster, iterative software cycles. For incumbents, transformation is now a prerequisite for relevance.

Firmware innovation unlocks new flexibility

Some of the most significant breakthroughs were behind the scenes. Modular, dynamically updateable firmware is enabling faster innovation cycles in sectors with long equipment lifecycles, from factories to medical devices. This shift allows products to evolve post-deployment, supporting resilience and adaptability in a volatile market.

Chinese automotive players redefine competition

Chinese OEMs and suppliers made a strong impression, filling gaps left by some Western brands. Their offerings were not only broad but also mature, with high-quality vehicles and advanced electronics. While their momentum in Europe may fluctuate, their growth in Latin America is accelerating, and their absence from the US market is largely due to regulatory barriers. The competitive landscape is becoming more global and less predictable.

Energy systems adapt to AI’s demands

The proliferation of physical AI is putting new pressure on energy infrastructure. We observed a shift toward distributed, resilient power systems, such as bidirectional home batteries, microgrids, and advanced fuel cells, to support the growing demands of AI-enabled devices and data centers. The unveiling of the Vera Rubin architecture, which dramatically reduces data center energy consumption, signals a paradigm shift for both technology providers and energy companies.

Platform competition intensifies

NVIDIA’s platform strategy was evident throughout the show, with partners showcasing a wide range of AI-enabled applications. While NVIDIA leads today, competitors like Qualcomm, AMD, and NXP are investing heavily in edge AI, automotive, and robotics. The ecosystem is expanding, and the outcome is far from settled.

Looking ahead: Resilience and optionality as strategic imperatives

CES 2026 underscored that uncertainty is now the operating environment, not an exception. The leaders who will outperform are those who build resilience into their management systems, plan with flexibility, and adapt to new sources of competition and innovation. As AI, autonomy, and energy systems converge, the ability to make quality decisions quickly, and to pivot as conditions change, will define success.