Big brands pull back and booth strategies

Dean Takahashi is the dean of tech writers and a 25-year veteran correspondent covering consumer electronics, gaming, and emerging technology for GamesBeat. He's covered every major tech transition—from mobile's rise to VR's boom-and-bust cycles to the current AI explosion—with a skeptical eye and a talent for finding the human story beneath the hype. This is his fifth appearance on the AI XR Podcast.

For CES 2026, Dean walked the floors across the Convention Center, the Venetian Expo Center (Eureka Park), Pepcom, and Showstoppers, emerging with a clear reading: China has decisively shifted from periphery to center stage in consumer electronics manufacturing, American incumbents are pulling back and rethinking their booth strategy, and the economics of CES itself are in transition. Robotics companies are moving from prototype to commercial faster than expected—but they still can't answer basic questions about pricing and labor displacement.

News: Sony cuts its booth to demo an electric car instead of TVs. Samsung skips the show floor entirely for the first time. Nvidia takes over the Fontainebleau to showcase its role in robotics enablement. Lenovo dominates the Sphere with a Gwen Stefani concert. Chinese robotics companies proliferate with laundry folders, latte makers, and toilet-cleaning units. Roomba files for bankruptcy; Chinese competitors take over the robotic vacuum market.

Key Moments:

• [00:01:23] Dean receives his virtual green jacket as a five-time returning guest and Charlie thanks him for his insights
• [00:03:00] China takeover at CES: TCL dominates Central Hall, ROED owns the XR booth, robotics companies fill the floor
• [00:06:00] Nvidia's Fontainebleau takeover and the "chest-pumping" show of force; why scale messaging still matters
• [00:14:18] The robotics explosion explained: Nvidia's digital twins, Cosmos world models, and synthetic testing accelerate time-to-market
• [00:19:00] The pricing problem: robotics companies won't answer how much their products cost; the minimum wage rental model doesn't translate globally

When American companies built the show, CES reflected American manufacturing dominance. Now that China manufactures most consumer electronics, CES reflects that shift—and the implications ripple through labor, supply chains, and where the next epicenter of innovation will be. Dean, Charlie, and Ted grapple with what CES 2026 signals about global manufacturing advantage and why the geography of tech matters more than we think.

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