CES showcases the products, platforms and partnerships that will define the next era of technology — and this year, AI dominated, with integration into consumer devices and increasingly into industrial applications, from robotics to agriculture.I've attended the event many times. Amid all the product announcements, my focus is always on how the latest technology shapes brand experience — and how chief marketing officers (CMOs) are using it to drive growth.During the week, I hosted a Forbes CMO breakfast roundtable in partnership with Emily Ketchen, Lenovo's CMO of the intelligent devices group and international markets, which brought together senior marketing leaders for a candid conversation about leading through accelerating change.What stood out most was the group’s confidence and expertise. The CMOs were energized by new technology introduced that week, but also acutely aware that the speed of transformation leaves little room for missteps. According to the Forbes Research 2026 CxO Growth Survey, the top challenges CMOs face in 2026 are keeping pace with rapid tech change and AI (55%) and anticipating changing customer behaviors (46%).“Resisting AI in marketing is like ignoring the internet in 2000. True leaders are asking how it can elevate their strategy and support their teams.”