CES 2026 made one thing clear: advertising has moved beyond connection and into intelligence.
The scale and energy of the event reflected an industry navigating uncertainty and renewed innovation—but this change is no longer speculative. Across Las Vegas, conversations converged on a shared reality: signals are multiplying, and AI is increasingly powering decisions across platforms and screens.
Consumers aren’t just watching or searching anymore; they’re consulting intelligence. And brands are no longer competing for attention alone, but for relevance inside decision engines they don’t control.
These challenges are no longer hypothetical, they’re operational, and at Comscore, we’re already acting on them.
From how content is measured and valued, to how audiences are understood, to how influence itself is evolving, CES reinforced a clear mandate: measurement, planning, and performance must operate across a fully connected, intelligent system.
This reality shaped our presence at CES and set the stage for how our solutions transform complexity into insight, and intelligence into measurable performance across the modern media ecosystem.
Leverage AI Intelligence with Comscore As advertising enters its AI era, it seems the most important “media platform” isn’t a social feed or a search engine, but rather it’s the AI tools and assistants consumers now rely on to research, compare, and decide what to buy.
Comscore’s recently released AI Intelligence Report highlights how rapidly these behaviors are taking hold across search, assistants, prompts, and the broader consumer journey. The takeaway was clear: if brands are not visible to consumer AI, they may never enter the consideration set at all.
Powered by Comscore’s person-based panel, the report gives advertisers insight that extends beyond walled gardens. As AI tools span platforms, panels allow us to observe cross-tool usage, evolving decision paths, and emerging norms—whether consumers are asking AI to validate choices, narrow options, or increasingly delegate decisions altogether.
Panels like ours answer the questions performance dashboards cannot: Are brands being recommended? Compared? Or filtered out before consumers ever see them?
The new blind spot isn’t creative or media execution. It’s understanding how influence shifts when AI systems filter, compare, and recommend on a consumer’s behalf, often occurring before traditional touchpoints enter the conversation.
In this modern environment, intelligence doesn’t just optimize strategy; it begins to shape it.
Agentic AI and Comscore solutions To meet growing demand for clarity in an increasingly intelligent media ecosystem, Comscore announced a major expansion of Comscore Content Measurement (CCM). The platform now delivers a program-level view across linear TV and CTV, providing daily, deduplicated insight at the show and episode level.
This evolution reflects how media is actually planned, bought, and valued today. By increasing the depth and granularity of available insights, Comscore enables brands and advertisers to plan with greater precision, sell with more clarity, and operate with confidence in a converged marketplace.
Powered by Agentic AI and delivered in collaboration with Amazon Web Services (AWS), Comscore’s program and episode-level CCM unifies content under a single ID, enabling normalized reporting across linear and CTV environments. The result is a clearer understanding of how audiences engage with content across screens, and how performance signals connect back to real viewing behavior.
That value is already resonating across the industry. During CES, Comscore announced that ESPN will leverage CCM to deepen audience insights and more clearly articulate the value of its fanbase and programming across platforms, highlighting an early signal of how trusted, program-level measurement is becoming foundational to modern media decision-making.
As Jack Embree, Director of Planning and Research Platforms at Canvas, noted:
“Given the dynamic nature of the advertising landscape, it’s critical for our brands that we optimize their investments with smarter decisions by measuring each piece of content and understanding people’s behavior across multiple devices. We’re excited about the capabilities of Comscore’s CCM and how it can help us navigate the complexities of the cross-platform reality.”
Navigate the intelligent future with a trusted partner CES 2026 reinforced that we’re entering an era where marketing systems don’t just execute strategy - they help create it.
From AI-shaped decision journeys to programm-level content intelligence, the common thread is trust: trust in data, trust in measurement, and trust in partners who can see across the entire ecosystem in a meaningful way.