AMD Reimagines Tech Keynote at CES 2026 With an AI-Powered, Immersive Experience
The Cinematic, AI-Powered Keynote—Developed By George P. Johnson, Spinifex Group and Tool—Redefined the CES Stage
LAS VEGAS, Jan. 14, 2026 (GLOBE NEWSWIRE) — At the world’s most powerful technology event, all eyes turn to the announcements that define what comes next. CES sets the global agenda for innovation—and nowhere is that spotlight brighter than on the chipmakers fueling the AI revolution. This year, AMD took center stage.
Driven by unprecedented demand across AI and data center markets, AMD is turning the promise of AI everywhere into real-world impact—emerging as a key player unlocking the next era of possibility through high-performance computing. As AI adoption accelerates across industries, there has never been more interest in the AMD vision—or greater demand for its products.
Dr. Lisa Su, Chair and CEO of AMD, opened CES with a landmark keynote, joined by partners and customers to unveil the company’s vision for delivering future AI solutions—from cloud and enterprise to edge and devices.
The Strategic Collaboration
To meet the scale and significance of this moment, AMD entrusted two of the industry’s most respected experiential and production powerhouses: George P. Johnson (GPJ) and Spinifex Group—tasking them with reimagining what a tech keynote can be on the industry’s biggest stage. Operating within the Project Worldwide independent holding company ecosystem, GPJ and Spinifex functioned as a single, unified team: GPJ led overall strategy, experience design, and large-scale execution, while Spinifex served as the creative and content engine, shaping the narrative, visuals, and immersive moments that defined the show from start to finish.
The agencies were challenged with bringing the AMD vision to life in the most immersive way to date—taking audiences on a journey through richly realized worlds that demonstrate how AMD technologies are already driving real-world impact across industries and environments. Working closely with AMD leadership, the teams refined the narrative and stagecraft to create a seamless, continuous story, one that moves fluidly through these environments and reinforces the role of AMD at the center of the AI ecosystem.
Chris Meyer, Project CEO, said:
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,
“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.”
Keynote Opening Film
AMD opened CES 2026 with a statement about the future of AI, told through AI itself. Before CEO and Chair Lisa Su took the stage, attendees watched an AI-produced film that set the tone for the keynote and for the year ahead. It welcomed the audience into a moment in human history where AI is quickly changing how we work, learn, move, and connect, and where the idea of what’s “impossible” is being rewritten.
To bring that idea to life, AMD partnered with Tool, a content and AI studio, working closely with creative and brand teams at AMD along with a large, global team of artists, technologists, and storytellers whose collaboration reflected the film’s core idea: advancing AI for all is a shared human effort.
The film follows the first-person perspective of the viewer using AI across healthcare, transportation, personal computing, urban planning, communications, and education, showing how AI is already part of everyday progress and how it will advance humanity for the good of all.
Dustin Callif, Tool President, said:
The story was conceived by creatives, with AI intentionally used as the primary production tool,
“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 video premiered on an immersive nine-screen display at CES, created in collaboration with GPJ. Surrounding the audience with images and sound, the experience brought viewers directly into the story, underscoring the fact that advancing AI for all starts with putting it in the most important hands, yours.
The Result
The end result is the most ambitious CES keynote undertaken by AMD to date, setting a new benchmark for how semiconductor and AI leaders can use experiential design and storytelling—not just content—to communicate vision at global scale. It not only announced the future of AI—but embodied it.
READ the latest news shaping the AI Chips market at AI Chips News
AMD Reimagines Tech Keynote at CES 2026 With an AI-Powered, Immersive Experience, source
Add comment