CES 2026: revolution or marketing? Artificial intelligence to the test
The world's largest consumer electronics fair kicks off on 6 January. This year promises an avalanche of 'AI-first' products, but the line between technological breakthrough and AI-washing is increasingly thin.
LAS VEGAS (USA) - This year, the science and technology journalist's mission at the Consumer Electronic Show in Las Vegas is different from usual. The world's largest consumer electronics show, what is in effect the showcase for the future of computers, home appliances and mobile devices, will see a massive, insane and indiscriminate invasion of artificial intelligence. Everything will be AI-something.
The goal for everyone will be to unmask products where artificial intelligence is just marketing, just advertising, a trick to push consumers back into buying consumer electronics. As in any self-respecting video game, moving up a level will not be easy, because last year AI-first devices, i.e. those designed to fulfil all the promises of chatbots, somehow flopped.
2026 promises to be a year of 'innovation under pressure'. Although consumer electronics spending is showing signs of recovery, the industry faces significant macroeconomic headwinds, particularly on the component cost front. RAMs are costing more because artificial intelligence is eating them up.
Data centres training generative models absorb an increasing share of DRAM and especially HBM: according to TrendForce, more than half of memory investments now go to AI servers. Manufacturers follow the margins. An AI memory is worth up to five times a PC RAM. With the same number of factories, this means fewer chips for the consumer market. Capacity does not expand quickly: a new fab takes years and billions.
Result: scarcity, opaque price lists and expected price increases of between +15 and +20% in 2025. This is not a market whim. It is the side effect of AI reshaping the hardware supply chain.



