LAS VEGAS, United States — The 2026 Consumer Electronics Show (CES 2026) was successfully held from January 6 to 9 in Las Vegas, United States. As one of the most influential events in the global technology industry, this year’s CES brought together leading technology companies and innovative forces from around the world. Organized by the Consumer Technology Association (CTA), CES has been held continuously for 56 editions since its founding in 1967 and is widely regarded as a key platform for global technology enterprises to unveil cutting-edge innovations and expand their international presence.
As one of the participating exhibitors, TCL presented at CES 2026 with a booth exceeding 2,400 square meters, making it one of the largest Chinese exhibitors by floor area at the event. The exhibition showcased TCL’s system-level achievements across Mini LED display technology, AI-driven image processing systems, and its integrated smart ecosystem. Kaiyue An participated in the project as one of the coordinators supporting TCL’s North America TikTok Shop communications initiative, contributing to content walkthroughs and on-site communication support during the exhibition, and assisting the brand in translating technical information into creator-oriented narratives and user-focused scenarios.
As Technology Recedes, Communication Approaches Are Shifting
Unlike previous editions that emphasized product specifications and performance metrics, CES 2026 revealed a clear shift in focus: technology is increasingly receding from the spotlight and becoming a background enabler, while attention turns toward human–machine interaction and real-world usage contexts.
During the exhibition, Kaiyue An worked closely with multiple TikTok content creators, supporting and organizing on-site walkthroughs. Throughout these interactions, she observed that creators were less concerned with raw technical parameters and more focused on whether the visual experience felt natural and authentic, and whether the technology could be seamlessly absorbed into content-driven storytelling. This trend suggests that the core of technology communication is moving away from “explaining clearly” toward “being intuitively perceived.”
Completing the “Third Translation”: From Technical Terminology to Content Language
In a communication environment defined by multiple languages and platforms, the expression of technology products often undergoes three stages: from engineering language, to product functionality, and finally to a form of “everyday language” that users can understand and feel. The final stage is frequently co-created by platform content creators and communication professionals.
In this project, Kaiyue An drew on her experience in short-form video and technology communication to support creators in understanding TCL’s SQD Mini LED display systems, AI-based scene optimization mechanisms, and smart connectivity solutions. She helped translate these technical elements into visual narratives aligned with platform rhythms and content conventions. Her role extended beyond interpretation, encompassing the organization of language strategy and content pacing, enabling technical highlights to enter the communication pipeline smoothly.
Building Efficient Collaboration: From Pre-Event Preparation to On-Site Adjustment
The communication scope of this project spanned multiple dimensions, including brand marketing, public relations, creator teams, and exhibition execution, requiring rapid synchronization across stakeholders within a high-density information environment. Kaiyue An’s responsibilities in the walkthrough process went beyond content wording optimization to include information sequencing, structural pacing, and platform-specific framing.
Team members noted her detailed preparation prior to walkthroughs and her precise control of on-site pacing. She was particularly effective in responding quickly to creators’ needs and making structural adjustments in real time, allowing content production to proceed more smoothly and with greater focus. Rather than merely executing instructions, she proactively identified potential communication gaps and implemented solutions, improving overall coordination efficiency.
Ms. Kaiyue An
CES as a Testing Ground for “Acceptance”
From the broader perspective of CES 2026, Kaiyue An observed that this year’s event functioned more as a testing ground—testing whether technology has moved from a stage of “requiring explanation” to one of “natural acceptance.” From Hisense’s emphasis on eye-adaptive backlighting strategies to TCL’s AI image processing logic that automatically adapts to usage scenarios, the emphasis has shifted away from whether technology exists, toward whether users even need to consciously notice it.
This evolution places increasing importance on content within the communication process. The structure of creator-generated content has become a key pathway through which technology enters everyday language. The role of communication professionals, therefore, is to build expressive bridges between brand narratives and user understanding—bridges that platforms can recognize and audiences can intuitively perceive.
Conclusion: Understanding Content Logic as an Entry Point to the Future of Communication
Through the communication practices at CES 2026, Kaiyue An’s contributions extended beyond on-site execution and content structuring, enabling creators to more accurately identify effective entry points for presenting technology products. Her organizational capabilities and language judgment within walkthrough processes helped clarify and systematize information translation, allowing brands to engage more effectively from the creator’s perspective.
As content platforms increasingly dominate global communication landscapes, professionals who combine technical comprehension, user perception awareness, and cross-functional coordination experience are becoming critical connectors in international brand expression. Kaiyue An’s performance at CES 2026 offers a concrete illustration of this emerging trend in practice.
