亚洲企业将在场内抢走大量话语权：苹果等美国品牌常缺席，能压过众多亚洲参展声量的主要是 Nvidia 的黄仁勋。作者为 Bloomberg TV 安排来宾，指出亚洲公司平日较保守、邀约一对一访谈可能需数月协商，但 CES 期间反而格外愿意受访，甚至比台北 Computex 或日台半导体展更积极，因美国舞台可把品牌推向全球。

AI 也促使企业「再定义」：联想主打端侧 AI 与软体，执行长杨元庆将在 Sphere 发表主题演讲，并首次在拉斯维加斯举办 Lenovo Tech World，宣称包含「史上首个 AI 驱动的 FIFA 世界杯」与更个人化的代理体验。TCL 占据会展中心核心大展位，海信亦因今夏世界杯赞助而加大布局；在关税等阻力下仍想扩市占。CTA 执行长 Shapiro 会前两度访亚，称疫情后中国参与度持续上升；文末提及杭州「六小龙」之一的 Deep Robotics 与 DeepSeek，以及习近平近期更强化对 AI 创新的国家支持。

CES opens Las Vegas’s convention year with global spectacle. The writer is attending for the first time, while an editor has gone 10 times. After years of drifting and becoming increasingly automotive-focused, the show has been re-energized by the AI boom and is swinging back toward consumer products. This year’s CES starts Jan. 4, and the writer flies in from Hong Kong that weekend.

Asian companies are set to dominate airtime with competing AI narratives. Major US brands such as Apple often skip CES, leaving Nvidia CEO Jensen Huang as the standout capable of eclipsing the crowd. For Bloomberg TV bookings, the writer notes a contrast: Asian firms are typically conservative and media-shy, so 1:1 interviews can take months, yet during CES they become unusually eager—more so than at Computex or Japan/Taiwan semicon events—because US visibility can elevate them globally.

AI is also enabling brand pivots. Lenovo positions itself around on-device AI and software; CEO Yang Yuanqing keynotes at the Sphere and brings Lenovo Tech World to Las Vegas for the first time, promising “the first-ever AI-powered FIFA World Cup” and more agent-like experiences. TCL takes a major central booth, Hisense scales up alongside a summer World Cup sponsorship, and Chinese soft power is rising despite tariffs. CTA chief Gary Shapiro made two pre-CES Asia trips and says Chinese participation has kept rising since the pandemic; the piece also cites Hangzhou’s “six dragons,” including Deep Robotics and DeepSeek, amid renewed state support for AI.