AMD opened CES 2026 with an AI-produced immersive keynote
AMD opened CES 2026 with a keynote in which Chair and CEO Lisa Su presented the company’s vision for Artificial Intelligence (AI) across cloud, enterprise, edge and devices, and the event featured an AI-produced opening film on a nine-screen immersive display.
The press release described demand across AI and data center markets and linked the company’s work to High performance computing (HPC) and Edge Resource Allocator (ERA) possibilities, noting the keynote covered cloud, enterprise, edge and devices.
George P. Johnson (GPJ) led overall strategy, experience design and large-scale execution while Spinifex Group served as the creative and content engine shaping narrative, visuals and immersive moments; Tool and a global team of artists, technologists and storytellers produced the keynote’s opening film using AI as a primary production tool and the video deployed a first-person perspective that depicted AI in healthcare, transportation, personal computing, urban planning, communications and education.
The agencies operated within the Project Worldwide holding company ecosystem and functioned as a unified team that worked with AMD leadership to refine narrative and stagecraft, to create a continuous story moving through multiple environments, and to produce an immersive nine-screen presentation that surrounded the audience with images and sound.
“Spinifex brought the story to life visually, drawing on their deep experience in large-scale world-building for brands like Disney and Universal to transform what could have been a traditional slide presentation into a fully immersive environment,” said Chris Meyer, Project CEO. “With GPJ’s more than 110-year history executing events for some of the world’s leading brands, including IBM and Salesforce, the team served as the strategic anchor for the keynote—ensuring every physical touchpoint aligned seamlessly with the AMD brand narrative. We couldn’t be prouder.” “The story was conceived by creatives, with AI intentionally used as the primary production tool,” said Dustin Callif, Tool President. “That decision allowed us to push the creative further, move faster, and demonstrate what’s possible when AI is accessible and in the hands of storytellers. The result wasn’t just a film about AI—it was a film made possible by it.”
The press release described the keynote as AMD’s most ambitious CES presentation to date and said it embodied the company’s presentation of AI’s future.