Remember The Human: Purpose In An AI World (CES 2026 Reflections)

Blog by Justin Markell, Director of Media, PVBLIC Foundation

As the world’s biggest technology show, CES, took to Las Vegas to open the year, so did we. Artificial intelligence dominated the agenda — but notably, so did humanity. Technologies once framed as “emerging” have begun to mature, and the focus has shifted decisively toward usability: how AI can enhance the human experience in ways that are seamless, trusted, and scalable. Naturally, the vessels are products – shaped by intent, design, and storytelling.

“CES 2026 was the first year the future felt boring… not boring in a bad way,” penned advertising creative executive Craig Elimeliah. “Boring in the way electricity is boring – so fundamental you stop noticing it’s there.”

That observation captured the prevailing sentiment. AI is no longer spectacle; it is infrastructure.

I was fortunate to moderate a panel at Converge that intentionally centered the human, exploring how and why brands lead with purpose. From aspiration and movement-building to pragmatism and execution, my panelists—Michael Nyman, Founder and CEO of the Acceleration Community of Companies, and Dr. Marcus Collins, best-selling author, award-winning marketer, and professor at the University of Michigan’s Ross School of Business—and I offered a holistic view of why brands such as Patagonia and e.l.f. Beauty continue to outperform.Their success is not solely attributable to strong impact platforms in sustainability and gender equity, respectively. It is driven by unwavering conviction: a commitment to telling a clear story and, critically, to consistently living it.

Values Matter

In an increasingly commodified world, values are no longer a “nice to have”. Values are foundational infrastructure for trust and scale – superseding utility alone and hype cycles. This principle is central to our work at PVBLIC.

It is therefore unsurprising that values and trust emerged as two of the most pervasive themes at CES. Together, they will undoubtedly shape the year ahead.

Key Takeaways

Elimeliah’s reflection echoed a broader realization: it is no longer about the visible hardware — like the robots or gadgets — but about what resides beneath the surface. In many ways, technology is mirroring nature: embedded, adaptive, and quietly essential. Against that backdrop, several themes stood out.

1. Purpose is about authenticity

Purpose is a hedge against short-termism, an accelerant for growth, and necessary for relevance. It fails when pursued halfway. Authentic purpose explains not only what a brand does, but why people trust it. It is also why creators are capturing a growing share of the media ecosystem. Innovation is not defined by speed alone. It must endure beyond the moment.

2. Humanity cannot be underestimated

People trust people, not products. Tens of thousands of products are launching at unprecedented velocity, but speed is not what consumers ultimately value. Reliability is. Connection, empathy, and problem-solving – whether applied to a kitchen appliance or carbon sequestration – remain fundamentally human expectations.

3. AI as integration, not novelty

AI is becoming embedded. Its value lies in utility, not spectacle. Today, a nation’s compute capacity is increasingly viewed as a strategic or even defining metric.

4. Governance is critical

As AI accelerates, concerns around privacy, ethics, and misuse are intensifying. Recent controversies – such as Grok’s removal of safeguards related to image manipulation – underscore how fragile trust can be. Governance now sits at the core of AI’s future. Decision-makers must guide it in ways that extend beyond shareholder value; failure to do so will erode public confidence.

5. Adoption is no longer optional

The gap between adopters and non-adopters is widening, and there are new frontiers. Physical AI was ubiquitous at CES—spanning smart manufacturing, autonomous vehicles, retail, fashion, and beyond. As Janet Balis, Partner at EY, observed: “There is no reason the physical world cannot be just as searchable and navigable as the digital world, especially as AI-enabled wearables continue to evolve.”

6. Distributing value

While top-tier technology companies and consumer brands gathered to showcase innovation, a consistent theme emerged: people remain the engine of value creation, beyond economic value alone. In one conversation with a well-known brand — an official FIFA World Cup partner — the focus was on driving more direct social impact around the tournament and ensuring that story is told with credibility and intent.

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As AI becomes ever more foundational, the mandate is clear: remember the human. Purpose, governance, and trust are no longer peripheral considerations; they are central to how technology, and the brands behind it, earn a lasting place in the world.

Join us in co-creating a more resilient world through our integrated technology-focused work.

The AI Leapfrog Initiative (ALI) is a next-generation multilateral development platform created to help nations leapfrog into the future using responsible, sovereign-aligned AI. 

The REIN Hubs are a platform for entrepreneurial innovation, turning local ingenuity into sovereign-aligned, investable solutions with hubs in 5 countries and expanding.  

Global Institute for Technology Development and Advancement (GITDA) enables countries and communities to access, adopt, and deploy breakthrough technologies through technology transfer, hands-on training, and public-private partnerships.

PVBLIC ONE is a not-for-profit, AI-powered media intelligence and activation platform to help governments, NGOs, and mission-driven organizations target and reach audiences effectively.

To learn more, reach out to justin.markell@pvblic.org.