The trend of celebrity-backed mobile carriers is growing, with figures like actor Ryan Reynolds, the SmartLess podcast hosts and the Trump family entering the market. These high-profile individuals are capitalizing on their fame to launch new wireless services as intense competition ramps up in that segment.

Max has launched an AI feature for autoplay video previews on its homepage to enhance content discovery. The feature is available for all US adult profiles on connected TV devices and gives viewers the option to shut it off. Warner Bros. Discovery is also planning to use an in-house AI tool to help Max team members identify popular scenes for previews.

Samsung's latest update for the Galaxy Watch will include a Bedtime Guidance feature, which analyzes circadian rhythms to improve sleep, as well as other personalized training and health monitoring capabilities. A new watch with the features is expected to come out next month.

E.l.f. Cosmetics partnered with Pinterest to launch "color e.l.f.nalysis," an AI-powered tool that matches users' selfies with complementary makeup shades and curated Pinterest boards. The initiative, developed with agency Movement Strategy and aimed at Generation Z, uses insights from Pinterest's search, saving and shopping data.

Retailers are using AI to create immersive in-store experiences that focus on emotion and community, with some brands reimagining physical spaces as interactive stages. For example, Random Studio partnered with Nike on a meditation journey using AI-driven lighting and breathing exercises at the House of Innovation in Paris, and with Glossier on a pop-up where AI generated personalized poems based on customer interactions with a new fragrance. These experiences shift the emphasis from mere transactions to creating lasting emotional connections with consumers.

Luxury is evolving -- and tech is leading the transformation. In this episode of Tech Decoded, we explore how innovation is reshaping the luxury and fashion landscape. From generative AI to extended reality, today's most exclusive experiences are powered by cutting-edge tech.

CTA Foundation's 2025-2026 sponsorship opportunities are now live, with new à la carte style engagement levels and benefits -- to better align with your goals and passions. Reserve your sponsorship today and help open doors for accessibility and longevity tech at CES 2026, the world's largest consumer tech showcase.

Remote services, hotspots, sophisticated navigation -- the connection between us and our cars only grows deeper. What's next for consumers? Learn more in this session from CES 2025.