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TechRadar
TechRadar
Lance Ulanoff

Trump's tariffs have been 'distracting,' but they won't slow down the CES 2026 parade

CES 2024 banner.
  • Tariff roulette is proving challenging for tech companies
  • CES 2026 is navigating the change and plans a big show
  • AI will play a starring role

Pivot or die – that was the message Consumer Technology Association (CTA) CEO Gary Shapiro and the organization he runs, and which hosts CES every year, delivered almost a year ago, just days after President Donald Trump was elected for a second term.

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