LAS VEGAS – The grand stage of the world’s largest tech exhibition is never short on spectacle. This year’s CES 2026 has already highlighted groundbreaking innovations and quirky gadgets, including a singing lollipop, a robot that folds laundry, and a “smart” LEGO brick. Amid these eye-catching displays, the event is placing a significant emphasis on an industry that thrives on drama: entertainment.

In Las Vegas, more than 25 panels and events are dedicated to the entertainment sector, covering both the classic studio realm and the modern digital sphere propelled by content creators. These sessions are probing into the cinematic potential of AI, its impact on advertising, and the expanding role of the creator economy within the wider entertainment field.

AI has long been a controversial topic in Hollywood, with many in the industry hesitant to adopt these fast-evolving technologies and AI-driven tools. The introduction of Tilly Norwood, a character entirely created by AI and marked as the first “AI actor,” sparked backlash last fall. Concerns about the use of copyrighted characters, images, and materials continue to dominate discussions about AI. Nonetheless, numerous speakers at CES expressed optimism about AI’s potential benefits, suggesting that AI could empower artists to unleash their creativity rather than hinder or replace it.

“The tools that we create have unlocked something in us. It’s kind of flattened that bar in terms of what storytelling can be because anyone now can be a storyteller,” remarked Dwayne Koh, head of creative at Leonardo.ai, during a Monday session focused on AI and creativity. “It levels the playing field, but it also makes it easier for people to tell stories that they always wanted to tell but never had the opportunity to share.”

Some attendees were quick to remind that Hollywood’s apprehension towards new technology is nothing novel.

“When we launched Photoshop in the ’90s, we were also getting pretty angry phone calls from creatives saying that we were destroying craft,” said Hannah Elsakr, Adobe’s vice president of generative AI new business ventures, at a Monday session focused on advertising.

“We’re in early days with AI. I’m not advocating for more cats jumping off diving boards in your feeds. I think it’s about high creativity and so the director, the artist, the actor is going to drive the high quality,” Elsakr continued. “Think of AI as another tool in the toolkit to make you drive that forward.”

Many conversations also centered on influencers and the growing legitimacy of internet-native creators and content in the traditional entertainment industry. The efficiency with which these creators work, sometimes because they are using AI-enabled tools, was a prime focus among many speakers.

Brad Haugen, the executive vice president of digital strategy and growth at Lionsgate and 3 Arts, said traditional media companies should welcome opportunities to work with creators and embrace their importance. “We have, potentially, the next great filmmaker, the next great TV showrunner, the next great digital entrepreneur,” he said. “Creators are not just there to market products. They’re not just there to do internet stuff. They’re actually the next Spike Jonze and the next Sofia Coppola.”

More entertainment-related programming is scheduled for Wednesday, with many sessions coming out of Variety’s Entertainment Summit at the showcase, including panels with leaders from Netflix, Disney and Warner Bros. Discovery and actor Joseph Gordon-Levitt.

In addition to formal programming, a host of entertainment-related products and services are on display at CES. An array of impressive televisions with advanced features, AI-powered smart headphones, a “stringless smart guitar” and even a “sound chair” that has built-in audio were among the innovations aimed at bringing AI and advanced tech to entertainment consumers.

Amazon also announced the rollout of Alexa.com this week, bringing its AI assistant to the web with a host of new features, including personalized movie and TV recommendations. It’s one of many features designed to enhance at-home viewing, including the previously announced feature that enables Alexa to jump to a specific scene you’re searching for with just a simple description.