AMD Day Zero Keynote at CES '26

In a high-stakes Day One moment, AMD partnered with GPJ to reimagine the traditional keynote—delivering a cinematic, nine-screen spectacle that positioned the brand at the center of the AI revolution.
At CES 2026, AMD unveiled its most ambitious keynote yet, described internally as a “step change” in how the brand shows up on the world’s biggest stage. The goal: move beyond a traditional presentation and create an experience that was immersive, cinematic, and powered by AI itself.
The Challenge
As one of the world’s leading chipmakers and a top 30 global company, AMD needed to elevate its presence and reinforce its role in the AI ecosystem. A slide-driven keynote wouldn’t be enough.
The Collaboration
AMD partnered with George P. Johnson (GPJ) and Spinifex Group to reinvent the format. GPJ led strategy, experience design, and execution, ensuring alignment with business goals. Spinifex drove the creative vision, building immersive visual worlds, while Tool produced the AI-generated opening film.
Together, the team crafted a seamless narrative that moved fluidly through AI-powered environments, reinforcing AMD’s leadership in innovation.
The Experience
The keynote opened with a film about AI, created using AI, setting the tone for a story grounded in real-world impact. Dr. Lisa Su was joined by partners including AstraZeneca, OpenAI, and Blue Origin, showcasing how AMD powers breakthroughs across industries.
A nine-screen display transformed the stage into dynamic 3D environments—from outer space to a Zen garden—replacing traditional slides with immersive storytelling. Data, visuals, and partner moments worked together to create a keynote that felt cinematic, human, and accessible.
The Impact
By embracing AI as both subject and tool, AMD elevated its brand presence and demonstrated leadership at scale—showing how technology storytelling can be more immersive without losing its human core.