- Tariff roulette is proving challenging for tech companies
- CES 2026 is navigating the change and plans a big show
- AI will play a starring role
Pivot or die – that was the message Consumer Technology Association (CTA) CEO Gary Shapiro and the organization he runs, and which hosts CES every year, delivered almost a year ago, just days after President Donald Trump was elected for a second term.
It was also the name of Shapiro’s then-new book, and was effectively marching orders for the tech industry.
“The President took action so quickly in so many different areas, that the book’s done really well because everyone is pivoting,” Shaprio told me this week, during a CES 2026 preview luncheon.
The luncheon was in some ways a replay of the one we had a year ago, where Shaprio warned that Trump’s tariff plan, particularly as it related to China, could be devastating. Nine months into that presidency and with many tariffs in (and out of) place, the true impact of the landscape of US tariffs is unclear, partially because it keeps changing so much.
“It’s been very distracting and very difficult. You see the places where the President of the United States has basically changed tariffs or imposed tariffs over one hundred times since he was sworn in in January,” Shapiro told us.
Even so, CES 2026 sounds, in some ways, as robust as any year. We do not yet have exhibitors or attendee projections, but Shapiro noted how even visa issues were worked out well in advance of the Las Vegas tech expo, and he expects attendees from around the world. Sharpiro said they expect 160 countries – including, yes, China – at the event.
But Shapiro and his counterpart, CTA president Kinsey Fabrizio, have traveled the world talking to businesses that are trying to navigate these changes and pivot where necessary.
“It’s affected our partners and our supply chains dramatically as well,” he told me. “We spent a lot of time meeting with ambassadors and traveling the world, and regarding the pulse of our European, Asian friends, and in Canada as well, right? I was just there like two weeks ago. The world is wondering what’s going on. That’s taken time.”
The level of confusion has, as Shapiro sees it, affected companies.
“It’s been a challenging time. They probably spend more time than they ever have on what I’ll call legal and regulatory issues, rather than on focusing on the next big thing. So, definitely, there’s been time stolen from focusing on innovation.”
Anything that detracts from companies’ ability to innovate should be a cause of concern for Shapiro, given that innovation is arguably the beating heart of CES, which this year runs from January 6-9. But he insists there’s also a sense of optimism.
“There’s a spirit of possibilities of what can happen with AI. There’s something like, ‘We gotta really do things differently,’” he said.
And the show has navigated significant change in the recent past. The Covid pandemic pushed CES into virtual territory and then partial operation for a couple of years.
“It was a challenging new situation that had never happened before, and companies had to change what they were doing very quickly,” Shapiro recalled, “I think we’re seeing that now; how companies position themselves…”
The economy, tariffs, and myriad other global crises will not, though, be the center of attention at this year’s event. Instead, the show is adding tracks for longevity, women’s health, electrification and grid modernization, something called the CES Foundry which will focus on quantum computing, and a much deeper focus on AI. We should see hundreds of companies with new AI integrations and innovations, along with AI training courses for attendees. Even CES’s app will get an AI upgrade.
Shapiro, who called Trump “a very unique President, and praised his recent speech on AI, calling it “the best speech by the head of a country I’ve ever heard on technology and innovation,” said that despite the uncertainty and changing tariff landscape, some companies have changed in positive ways. “A lot of them have actually done quite well. I mean, it’s no secret that bigger tech companies are fueling the stock market.
“The good news for us is that, for CES, which is our showcase to the world, innovation is very alive, and companies are extremely interested.”
Whatever happens with tariffs, the ongoing US government shutdown, and the rapid development of AI, TechRadar will be on the ground at CES 2026, bringing you all the latest gadgets, gear, and innovation news from the show floor.
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lance.ulanoff@futurenet.com (Lance Ulanoff)
