Omnicom Redefines Influence at CES 2026

The report of the CES 2026 draws attention to the influence, rather than visibility, of appropriating modern brand strategy.

The CES 2026 Wrap Report by Omnicom makes this year's Consumer Electronic Show a syllabus changeover of the marketing and advertisement aspect in which promoters and marketers will no longer deal with creating awareness but influence in all aspects of decision-making. The report suggests that the brand is currently more present than ever, though it is becoming harder to create actual impact.

Omnicom states that the journey of consumers is no longer linear. Research, analysis, and buying all now happen in real time, mostly by AI, a maker, or an algorithm for a platform. This change has disrupted traditional marketing methods that used to guide consumers step by step, as now smart systems often make decisions ahead of time instead of focusing on direct interactions with consumers.

The report brings out that channel visibility is not an assurance of relevance. Rather, marketing and advertisement are a success now that they rely on interconnected systems embracing identity, media, commerce, and creativity. Omnicom positions its scale, which includes data assets that span various areas, its capacity to purchase media, and its association with the platform as a single operating system designed to influence decisions in complex digital environments.

The other major theme is the emergence of intelligent environments in which it becomes frequent and insensible. In these settings, the product and service's smoothness to meet consumer needs, not the message, determines brand perception. Such changes put new pressures on advertising and marketing, making experience design more important than traditional promotion.

The report has also highlighted the impending importance of creators, stating that there is an increasing trust in the voice of peers rather than the message of the brand. Omnicom also comes to the conclusion that in the environment of AI mediation, the power will need to be gained through trust, authenticity, and stable value delivery.