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CES 2026 Emerges as Strategic AI Search and Media Platform for Tech Brands
Tech PR agency Proper Propaganda reported unprecedented success at CES 2026, orchestrating more than 130 Tier-1 media meetings and securing over 500 media and influencer placements for clients during the multi-day technology showcase in Las Vegas.
The agency approached CES not as an isolated event but as a foundation for year-long media strategy, especially crucial for companies expanding into or entering the U.S. market. With over 4,100 exhibitors competing for limited media attention, the firm emphasized the importance of early preparation and strategic positioning.
“Our strategy with CES is to start early and view it as a building block for the year, not a one-off moment,” explained Jackson Wightman, Founder of Proper Propaganda. “The work that happens before the show determines whether CES becomes noise or a real inflection point for a brand.”
In an era where AI search tools increasingly rely on established media outlets as trusted sources, the agency prioritized coverage that was widespread, consistent, and anchored in high-authority publications that form the backbone of AI-generated answers. This approach has positioned CES as not merely a trade show, but as a critical component of clients’ long-term digital visibility strategy.
Among the clients represented at CES 2026 were Keychron, a global mechanical keyboard manufacturer; Fraimic, an AI startup developing interactive e-ink displays; and DNSYS, an emerging exoskeleton brand focused on consumer mobility. Several clients were honored with CES Innovation Awards and publisher accolades during the event.
The agency’s preparation began months before CES, with comprehensive market and competitive analysis to assess category dynamics and media saturation. This preliminary work informed decisions about product readiness, announcement timing, and story angle development tailored to media demand and competitive positioning.
Coverage highlights for clients included placements in global media outlets such as Agence France-Presse, USA Today, Engadget, PCMag, and CNET. Broadcast exposure extended to major programs including TODAY and Fox News Morning, while technology-specific coverage appeared across influential outlets like Gizmodo, Tom’s Hardware, and Android Central.
The intense environment of CES required clients to navigate crowded show floors, complex live demonstrations, and sustained interview schedules with journalists and creators. Proper Propaganda provided on-site coordination and message reinforcement throughout the show, while also ensuring client participation in key media events such as CES Unveiled Las Vegas and Pepcom Digital Experience.
“This year more than ever, we are viewing media coverage gained at CES as assets for memory making,” noted Wightman. “In the AI search era, every article becomes part of the corpus that language models reference. We were pleased to see our clients maintain consistent narratives while landing in high-authority outlets, and we are already seeing measurable gains in LLM presence as a result.”
The significance of CES has evolved beyond a traditional media event. As search technologies increasingly incorporate AI systems, earned media coverage has become a critical factor in how brands are represented in large language models. This shift has transformed PR strategy, with agencies like Proper Propaganda focusing on coverage that not only reaches immediate audiences but also builds long-term digital visibility.
For companies looking toward CES 2027, Proper Propaganda maintains a dedicated CES content hub and resource library to help technology founders plan awards strategy, media engagement, and maximize post-show coverage value.
The agency describes its approach as “modern PR for tech,” blending narrative development, traditional media relations, performance metrics, influencer engagement, and AI search optimization into a cohesive strategy. This methodology appears particularly valuable for international brands seeking to establish or expand their presence in the competitive U.S. technology market.
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6 Comments
Interesting to see a PR firm leveraging CES as a strategic platform for year-round media exposure. Securing 500+ placements is quite an achievement, especially in a crowded tech event. Curious to learn more about their approach to targeting influential media outlets to boost AI-driven search results.
Yes, their focus on early preparation and strategic positioning seems like a smart tactic to stand out at CES. Getting widespread, consistent coverage in high-authority publications is key for brands looking to elevate their presence through AI-powered search.
500+ media placements is an impressive feat, though the emphasis on strategic positioning and AI-driven search raises concerns about the potential for propaganda and disinformation. Proper PR’s approach seems to blur the lines between earned media and paid influence.
That’s a fair point. The article’s mention of the firm’s name, ‘Proper Propaganda,’ also raises eyebrows. It will be crucial to scrutinize the transparency and ethics of these tactics as they become more prevalent in the tech PR industry.
This is an insightful look at how tech PR agencies are adapting their strategies to the changing media landscape. Prioritizing coverage that feeds into AI-generated search results is a clever approach, though it raises some questions about the transparency of these tactics.
I agree, the reliance on established media outlets as trusted sources for AI search tools is an interesting dynamic. It will be important to monitor how this influences the information ecosystem and discoverability of brands and technologies.