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This year’s Consumer Electronics Show (CES) in Las Vegas was all about agentic AI and little else. Perhaps, that says less about the tech event itself and more about the industry at large. 

Think of it as a temperature check. Agencies and tech platforms alike boasted and pitched their AI-powered autonomous media buying from the CES stage. Meanwhile, buyers find it all more interesting than urgent, according to Digiday executive editor of news Seb Joseph.

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More than three years after advertisers bolted in protest of Elon Musk’s turbulent takeover, nearly all of the top 100 are once again buying ads on the platform now known as X.

According to former head of Americas Monique Pintarelli, who recently became its global head of advertising, 97 of the top 100 advertisers have returned, and in some cases spending even more than they did before Musk’s arrival.

“We are more focused on advertising than ever before,” Pintarelli told Digiday during CES, noting that X’s large clients in the U.S. grew by over 40% in 2025, though she didn’t share specifics. “We have a number of brands that are not just back, they’re spending at or higher than pre-acquisition levels,” she added, without specific figures.

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