Why retail’s voice is getting louder at CES 2026

IGD's Retail Futures team explore trends and innovations shaping the global food industry – today and beyond. In this article, Director of Retail Futures, Stewart Samuel, examines why retail’s voice is growing louder at the Consumer Electronics Show (CES), and why this matters for grocery retail, brands and technology partners.

Retail’s growing role at CES

For much of history CES has been defined by spectacle. It’s where the latest home gadgets debut, where car companies showcase self-driving ambitions, and where robotics hint at a more automated future. Those themes still dominate the show floor and the headlines, but they no longer capture the full significance of what CES represents.

What has changed is the growing visibility of retail and consumer brands as part of the innovation mix. As technology has moved beyond devices into platforms, ecosystems and services, CES has become a place where retail leaders increasingly show up.

This year’s CES line-up reflects retail’s role in tech-led innovation. Speakers include leaders from Amazon, Alibaba, Kroger, Target, Walmart, Best Buy, IKEA, Tractor Supply Company and PepsiCo. They sit alongside platforms such as Pinterest and Snap that increasingly shape product discovery and engagement at scale.

Tech that touches the shopping journey

Beyond the retail agenda, a range of consumer-facing technologies that intersect with shopping behaviours will be on show, including Samsung’s AI-enhanced kitchen appliances powered by Google Gemini, and new lifestyle screens from LG.

The increased retail presence further reflects how the centre of gravity in innovation is shifting. Many of the technologies showcased at the event depend on real-world adoption, scale and integration to succeed. Retail offers all three. But it’s not just about adoption, as retailers and consumer brands are also bringing their own innovations that provide an opportunity for tech companies to build around.

This is already playing out, with technology embedded across the consumer journey and increasingly visible in-store. As highlighted in our research, The hyper-connected store, technological innovation is setting new expectations around access, choice, speed and convenience, while generational shifts are creating new consumer groups.

Signals to watch

Seen through this lens, CES becomes less about individual announcements and more about the signals emerging across the show. What matters are the themes that keep reappearing as retailers, brands, tech companies and start-ups converge around similar problems to solve.

One area to watch closely is how data and AI infrastructure is being positioned as a foundation rather than a layer.  This capability is increasingly being framed as enablers of better forecasting, range planning, labour scheduling and supply chain coordination.

Another signal is the growing emphasis on integration over experimentation. There is less tolerance for disconnected pilots and more focus on solutions that can be rolled out and adopted at scale. Retailers are looking for technologies that fit into existing operating models, rather than requiring those models to be rebuilt around them.

Finally, CES reinforces the need for retailers to be selective. Not every signal will translate into near-term impact, and not every innovation is designed with grocery’s constraints in mind.

What this means for grocery retail

Retail’s growing presence at CES reflects the reality that technology drives the shopping journey. For grocery leaders, this means thinking beyond individual innovations and focusing on how these trends redefine the operating model. As you digest the headlines from the event, there are three strategic questions to consider:

1. How will technology partnerships evolve? Retailers are becoming co-creators of tech ecosystems. What role will you play in influencing product design and integration?

2. What does a hyper-connected store look like for your business? CES signals a future where physical and digital experiences blend seamlessly. How ready are you to deliver that?

3. Where should you place your bets? Not every signal matters equally. Which innovations align with your long-term vision and customer expectations?

Rather than chasing headlines, the opportunity lies in shaping the conversation and using your growing influence to steer technology toward solutions that deliver real-world impact.