The Müller-BBM – acoust IQ team began 2026 at the global epicentre of innovation, attending CES 2026 in Las Vegas, Nevada. Recognised worldwide as the most influential technology event of the year, CES once again set the agenda for innovation, investment, and technology adoption across industries. 

Held during the first week of January, CES 2026 welcomed approximately 150,000 attendees from more than 160 countries. With over 2.6 million net square feet of exhibition space spread across the Las Vegas Convention Center, The Venetian Expo, and surrounding venues, the event offered an unparalleled platform for showcasing emerging technologies and fostering meaningful industry dialogue. 

Müller-BBM arrived with a truly packed schedule, holding numerous meetings within the Las Vegas Convention Center with world-leading organisations across automotive, heavy industry, audio & visual, consumer electronics, and advanced manufacturing sectors. Each interaction reinforced the growing importance of acoustics, sound measurement, and intelligent testing methodologies in modern engineering environments. 

Alongside these meetings, Müller-BBM proudly hosted its own presence within the German Pavilion at The Venetian Expo. This provided an ideal setting to present acoust IQ through live, real-time demonstrations. Visitors were able to experience the platform’s capabilities firsthand, exploring how AI-driven acoustic analysis can enhance traditional measurement processes, accelerate insight generation, and support scalable deployment across enterprise organisations. 

Throughout CES 2026, discussions consistently centred on technology deployment, digitisation, and innovation strategies. A dominant theme across keynote sessions, panel discussions, and private meetings was the widespread adoption of artificial intelligence. Organisations are moving beyond pilot projects and proofs of concept, instead focusing on enterprise-wide AI implementation that delivers measurable operational value. 

North America continues to lead global AI investment, with more than $120 billion invested in AI technologies during 2024, representing over 40% of total global AI funding. This investment is underpinned by strong government support, venture capital activity, and corporate commitment to digital transformation. Automotive manufacturers and suppliers are among the most active investors, collectively committing tens of billions of dollars annually to AI-enabled engineering, autonomous systems, smart manufacturing, and digital validation processes. 

For automotive OEMs and Tier 1 and Tier 2 suppliers in particular, AI is increasingly viewed as a key enabler for optimising NVH performance, reducing development cycles, and enhancing product quality. acoust IQ aligns directly with these objectives, offering a platform capable of supporting modern engineering workflows while integrating seamlessly with existing testing infrastructure. 

The sheer scale of CES provides a powerful reminder that innovation has entered a new phase. What was once defined by ideas and experimentation is now characterised by execution and deployment at scale. As innovation enters what many describe as its fourth generation, organisations are focused on embedding technology into everyday operations, driving fundamental business transformation rather than incremental improvement. 

Beyond the exhibition halls and meeting rooms, the team embraced the full Las Vegas experience. Between navigating vast venues and logging daily step counts well above even the most active Bavarian averages, there was also time for reflection, networking, and a little calculated risk taking. Our conclusion was clear: acoust IQ has the potential to be a true gamechanger, particularly in markets that can match its scalability and provide the environment needed for widespread adoption. 

All that walking and discussion certainly built an appetite. Among the many dining options Las Vegas has to offer, a few favourites emerged:  

• In-N-Out Burger – a classic, affordable option that consistently delivers.
• STK Steakhouse – the quintessential Vegas experience, complete with bold flavours, bright lights, and extravagant presentation.
• Shake Shack – unanimously voted the best ‘bang for your buck’, proving that another burger was indeed the right choice. 

CES 2026 reaffirmed the United States’ position as a global leader in AI adoption and technology investment. For Müller-BBM – acoust IQ, the event provided invaluable insight, meaningful connections, and strong validation of our strategic direction. 

We look forward to returning next year and invite you to stay connected as acoust IQ continues its journey. If we were placing a wager, the odds are strong that we will see many familiar faces again at CES 2027.