This year’s CES delivered the innovation and wow factor of previous years, but it also brought a new angle: human-centered design. Abstract ideas gave way to products with everyday applications. This shift was particularly evident in one of the industry’s hottest —yet sometimes intangible—topics: agentic AI.
Agentic AI is poised to transform media and how brands deliver personalized content to consumers. As businesses wade in, agents have primarily improved internal processes through enhanced efficiency and collaboration.
This makes for an attractive starting point: dip your toes in, establish governance, and gather learnings before deploying agents for customer-focused engagement. But where agents will truly revolutionizemedia is through real-time, dynamic experiences. We’re highlighting one CES innovation that brought that idea to life: The LG Home Entertainment “Sommelier.”
LG showcased how its smart TVs leverage multi-AI architecture to deliver responsive viewing experiences. Using multiple AI agents, the TV interface understands users’ intent faster and provides content recommendations across available subscriptions.
The same foundation can be applied to deliver more relevant ads to users. Whether it’s creative that matches the context or emotion of the current content being viewed, or ads that anticipate what viewers may want after watching a certain show, agentic AI can help execute concepts of a unified media approach, including:
- Speaking to people like you know them, because you actually do
- Optimizing for attention
- Turning every impression into an experience
These real-time, predictive experiences provide customer value and leave lasting impressions.
To explore the other key themes from this year’s event, download dentsu’s CES 2026 Rewind: Artificial Intelligence, Human Design.
