LAS VEGAS, Jan. 20, 2026 /PRNewswire/ -- SmallRig, a global specialized provider of imaging solutions, made its first appearance at CES 2026 from January 6 to 9, marking a milestone moment in its global strategy.
Reimagining the CES Booth as a Co-Creation Hub
Alongside the international debut of the S70 wireless microphone and the showcase of several recently released products, SmallRig presented a booth concept that stood apart from conventional exhibition formats. Rather than focusing solely on product displays, the brand transformed its space into a "creator service station," offering device charging, rest areas, and free access to a full range of professional imaging accessories, including cages, tripods, and microphones. An on-site, real-time feedback setup connecting engineers directly with creators further redefined the booth experience. This decision to turn an exhibition space into a co-creation hub reflects a deeper shift within the imaging accessories industry, where competition is increasingly shaped not just by hardware specifications, but by the ability to build and sustain user ecosystems.
In recent years, SmallRig has strengthened its role as an ecosystem builder by advancing co‑creation initiatives grounded in real‑world usage scenarios. CES represents one of these important scenarios. "CES represents more than an annual technology exhibition; it is also a concentrated content production environment for creators," said Liyuan Wei, Marketing Manager of SmallRig. "The decision to participate was driven by a clear understanding of consumer imaging trends and a commitment to providing creators with solutions tailored to their immediate needs."
This approach was evident in the presentation of the S70 wireless microphone, which directly addresses creators' dual demand for high audio quality and discreet form factors. To reinforce the product's compact and unobtrusive design, SmallRig introduced an interactive "Treasure Hunt" activity, encouraging creators to experience the microphone's "invisible" presence in a playful and memorable way. Meanwhile, high-demand accessories available for on-site borrowing, such as the latest SmallRig cage series for the iPhone 17 Pro Series and the SmallRig x Potato Jet TRIBEX CARBON Il Carbon Fiber Tripod With Dynamic Balance Hydraulic Fluid Head, highlighted the brand's response to the broader shift toward lightweight, consumer-oriented creation tools.
Advancing an Ecosystem-Driven Strategy for a Broader Creator Economy
Both booth-level experimentation and product design choices signal SmallRig's entry into a new stage of development. The brand is strategically strengthening its presence in the consumer market, extending design capabilities and a long-standing user co-creation philosophy to a much broader creator base. For years, SmallRig's imaging accessory ecosystem revolved around professional equipment such as cameras and cinema systems, offering modular, plug-and-play solutions centered on functional performance. Now, as lightweight filming becomes mainstream, creative tools are rapidly transitioning from professional-grade devices to consumer electronics.
At the same time, the creator landscape itself is diversifying. Beyond seasoned professionals, it now includes influencers marketing agencies, independent content creators, and a vast population of everyday users. For many of these creators, the primary motivation is not technical mastery, but the ability to quickly capture, share, and express moments of daily life. This shift pushes imaging ecosystem brands to rethink how they can break down the barriers between "professional" and "mass‑market" creation through smarter, more inclusive design.
In an era where creation has become an instinctive behavior, SmallRig's participation at CES 2026 reflects a strategic transformation in mindset. Moving beyond the traditional pathway of "equipment, functional demand, accessory fulfillment," the brand is placing everyday user scenarios at the center of its ecosystem strategy. Imaging accessories are positioned not merely as tools, but as catalysts that shape creative environments and spark inspiration. This transition from a tool-oriented approach to an ecosystem-driven philosophy aligns closely with SmallRig's long-held user-centered values, aiming to lower creative thresholds and continuously stimulate expression and creativity across an ever-expanding global creator community.
For more information, please visit: www.smallrig.com.
** The press release content is from PR Newswire. Bastille Post is not involved in its creation. **
SmallRig Signals Strategic Shift at CES Debut, Reframing Imaging Innovation Around Everyday Creation
New model enables governments to deploy AI immediately while retaining full legal authority, control, and resilience across global infrastructure
DAVOS, Switzerland, Jan. 20, 2026 /PRNewswire/ -- G42 today announced the launch of its Digital Embassies framework and Greenshield, a new sovereign operating model that enables nations to deploy artificial intelligence securely and at scale while maintaining full legal authority and control over their data, systems, and policies regardless of where infrastructure is located.
As governments accelerate AI adoption across public services, national security, healthcare, energy, and industry, many face a growing gap between ambition and infrastructure readiness. Domestic sovereign cloud and data center buildouts can take years, while legal, regulatory, and security obligations apply from day one.
Digital Embassies and Greenshield are designed to close that gap.
At its core, Digital Embassies and Greenshield treat sovereignty like a flag that travels with a workload, much like a diplomatic mission carries legal authority beyond borders. This concept makes jurisdiction portable and enforceable across agreed Digital Embassy environments, rather than being constrained by physical location. This allows governments to deploy AI now, without locking themselves into premature or inflexible infrastructure decisions.
"Our vision is that every government, regardless of size or geography, can operationalize its digital and AI strategy with full sovereign control over its data, systems, and policies, from day one," said H.E. Omran Sharaf, Assistant Foreign Minister for Advanced Science and Technology. "Digital Embassies and Greenshield define a new era of governance where law and infrastructure are not in tension, but in alignment, enabling trusted AI at scale, even when infrastructure is hosted across borders."
"Governments are clear on their sovereignty responsibilities, but they need practical ways to deploy AI today," said Ali Al Amine, Chief Commercial Officer of G42 International. "Digital Embassies and Greenshield provide that path. They allow nations to enforce their laws and policies from day one, while preserving flexibility over how and where infrastructure evolves over time."
From Policy to Execution
The Digital Embassies framework establishes government-to-government legal constructs that define jurisdiction, authority, and sovereign rights upfront. These frameworks ensure that national laws govern data and systems, even when infrastructure is hosted or operated beyond a country's physical borders.
Greenshield is the operational layer implemented by Core42, G42's digital infrastructure arm, that translates sovereign policy into execution. It applies consistent sovereign controls across environments, governing identity and access, data handling, security, compliance, auditability, and continuity.
With Greenshield, sovereignty remains intact even as workloads move across different cloud and infrastructure configurations, ensuring control is preserved as systems scale and evolve.
"Greenshield is implemented through Core42's heterogeneous AI Cloud, a mesh of sovereign compute and cloud environments already deployed across multiple geographies, including sovereign AI clusters in North America, Europe and the UAE," said Talal Al Kaissi, Interim CEO of Core42 and Group Chief Global Affairs Officer at G42. "When coupled with the government-to-government agreements, Greenshield introduces technical and policy controls that enable governments to run accelerated AI workloads with sovereign controls regardless of where the infrastructure is located."
The implementation of the framework is supported by G42's strategic partnership with Microsoft, leveraging global cloud platforms and services where appropriate. It also complements ongoing major infrastructure initiatives such as the UAE's 5 GW AI campus, whose strategic design positions it to serve roughly half the world's population within a 3,200 km radius with sub-60 ms latency, a critical sovereign AI backbone that can work in tandem with Digital Embassies and Greenshield to deliver resilient, high-performance services across regions.
A Shift in How Sovereignty Is Delivered
Historically, digital sovereignty depended on physical location. Data was considered sovereign because it was stored locally, and control required local infrastructure. Digital Embassies introduce a shift: sovereignty is treated as a legal and operational status that can be enforced consistently, even as infrastructure becomes more distributed.
This approach reduces the need for heavy upfront investment, accelerates national AI strategies, and provides a resilient path for countries seeking strong sovereign protections without waiting years for infrastructure buildouts to complete.
As discussions with partner countries advance at the World Economic Forum in Davos and beyond, Digital Embassies and Greenshield, grounded in G42's Intelligence Grid vision, are emerging as the de-facto model for sovereign AI deployment globally—ensuring that intelligence is powerful, secure, and equitably accessible wherever nations choose to build, compete, and collaborate.
About G42
G42 is a technology holding group and a global leader in artificial intelligence, delivering impactful solutions across sectors including government, healthcare, energy, finance, and space. Headquartered in Abu Dhabi and operating worldwide, G42 is building the Intelligence Grid to deliver intelligence on demand, securely and at scale.
For more information, visit www.g42.ai
For more information, please contact: G42@trailrunnerint.com
** The press release content is from PR Newswire. Bastille Post is not involved in its creation. **
G42 Introduces Digital Embassies and Greenshield to Make AI Sovereignty Portable
G42 Introduces Digital Embassies and Greenshield to Make AI Sovereignty Portable
