GoKawiilCES may have started out as the Consumer Electronics Show, but it has never been solely about consumers. That was true before the AI boom, and it’s even more true today. Jaded tech journalists who’ve prowled the halls for a decade (and usually more) don’t want to hear the AI talk, but the topic is so pervasive at the event that even hopeful skeptics can turn to cynicism. It’s not that AI is a worthless advancement. Quite the opposite; AI is such a monumental shift in computing that it begs for bandwagon products aimed at easy investor dollars.
Nvidia and its monumental rise into the mainstream of speculative assets has led that charge, but AMD has been taking notes. And at CES 2026, AMD looked a lot like Nvidia. CEO Lisa Su took the stage for a two-hour keynote, joined by an ensemble of partners that don’t come anywhere near consumer technology, all driven by a simple thesis: “AI everywhere.” Although it won’t comfort PC enthusiasts, from a business perspective, it’s a fair focus for the opening CES keynote.
Still, it’s a stark contrast from the AMD of even 12 months ago, and an even starker contrast to Intel. Under the leadership of Pat Gelsinger, the public-facing Intel quickly jumped on the AI boom. Presentations became winding events focused on road maps and geopolitics, as Intel tried to play a game it was struggling to be a player in. The Intel at CES 2026 was far different. It presented a tight, 45-minute keynote that was laser-focused on its latest, most exciting consumer announcement: Panther Lake .
AMD briefly touched on its new Ryzen AI 400 ‘Gorgon Point’ chips during the keynote, but it felt like little more than a footnote in the two-hour presentation. And the Ryzen 7 9850X3D , which is probably the most important announcement for Tom’s Hardware readers, didn't even get a callout. That’s not to mention the fact that Gorgon Point is little more than a refresh of the Strix Point chips that are already available. I wonder, if AMD hadn’t changed its mobile branding to include “AI,” if Gorgon Point would’ve been cut from the keynote, as well.
AI is everywhere, and for AMD to ignore that fact would be detrimental to its business. But we should approach this topic realistically, lest it devolves into complaining that AMD didn’t announce or focus on the products I (or you) specifically want. The problem isn’t AI. The problem isn’t that AMD isn’t in an opportune time in its product cycle to announce new CPUs or GPUs. And the problem isn't that AI has bold data center ambitions.
The problem is that AMD spoke little to consumers and gave them even less to actually care about. Intel did the opposite.
There’s still room for consumers in AI
(Image credit: AMD)
We need some context before continuing. Last year at CES, AMD’s keynote included several consumer announcements. The company revealed the Ryzen 9 9950X3D and Ryzen 9 9900X3D, expanded Strix Point and lined up Kraken Point, teased RDNA 4 and FSR 4, and introduced Strix Halo. The year prior, AMD introduced the RX 7600 XT, refreshed select Zen 3 chips, introduced Hawk Point as a refresh of Phoenix, and introduced Zen 4 APUs under the Ryzen 8000G brand. Both of these keynotes focused heavily on AI, make no mistake. But they also spoke to consumers.
Stay On the Cutting Edge: Get the Tom's Hardware Newsletter Get Tom's Hardware's best news and in-depth reviews, straight to your inbox. Contact me with news and offers from other Future brands Receive email from us on behalf of our trusted partners or sponsors
... continue reading