How Bospar Turned CES “Non-News” Into Category-Defining Coverage

Media attention at CES tends to flow to flashy booths, product-launch demos or intriguing keynotes.

The client had none of those. There wasn’t a new product announcement, exhibit hall booth or keynote slot.

What it did have was genuine expertise and influence. Across the show floor, examples of its perception technology in action were on display at customers’ booths.

However, without a deliberate strategy to draw attention, that influence would be largely invisible to the press.

Compounding the challenge, the CES 2026 exhibition and conference sessions opened on Jan. 6. But most media also attended Media Days and “CES Unveiled,” which ran from Jan. 4-5.

Exhibitors had begun critical pitching weeks before Bospar’s involvement. Reporters were already inundated with embargoes and pitches.

The client risked being absent from the narrative, even though its technology is essential to autonomous robotics and physical AI applications.

We convened a team strategy session, laying out our objectives: Secure meaningful CES coverage that positioned the client as a category authority, despite not having any news in the conventional sense. Our goals:

• Insert the client into CES coverage as a must-quote authority on humanoid robotics and physical AI
• Secure earned media in CES roundup and trend stories
• Elevate the client’s CEO as a go-to source on where AI-powered robotics is headed in 2026
• Translate invisible infrastructure into visible leadership

Bospar recognized early that this would be a precision narrative operation, executed under extreme time pressure. We would need to:

1. Reposition CES coverage from flashy products to “big picture” authority

Pitching leaned hard into what the client could offer:

• A vision of where robotics was heading
• A panoramic view of humanoid robotics across dozens of deployments
• Real-world insight into autonomous systems and what works beyond demos
• Category-level perspective drawn from powering many of the humanoids on the show floor

Bospar reframed the client as the connective tissue of CES robotics coverage, the company that offers the vision, context and expertise reporters need to tie their stories together.

2. Leverage customers as proof

Bospar’s audit of the CES floor identified 15+ exhibitors using the client’s technology, including Deep Robotics, Diligent Robotics, Intel Foundry with Boston Dynamics, LimX Dynamics, MiR Industrial Robots, Unitree Robotics and Universal Robots. Several were exhibiting visually compelling humanoid robots.

Bospar positioned these customer deployments as evidence supporting our broader narrative: Humanoid robotics has crossed a threshold and perception is the reason.

This ensured reporters had concrete reasons to cover RealSense. Bospar carried out the logistics and planning, arranging on-floor interviews at customers’ booths.

3. Engineer a “why now” for coverage without a product launch

Knowing a “why now” perspective was key to coverage, Bospar developed a CES-timed press release anchored in robotics trend data, market predictions for 2026, verified case studies and quotable POVs on physical AI. The press release highlighted how the client’s technology, computer perception, is essential to the development and safe deployment of physical AI.

The release was built to fuel trend stories and roundups and make the client indispensable to stories journalists were already writing.

4. Execute under holiday pressure

Under a time crunch, Bospar worked through the New Year’s holiday to ensure:

• Pitches, the press release and media lists were finalized by Jan. 2
• Initial outreach began Dec.31, before inboxes flooded
• Follow-ups would hit as reporters landed in Las Vegas

Internal coordination was constant and fast-moving, with Bospar’s team dividing and conquering outreach across earned, organic and broadcast opportunities.