Samsung Electronics will host “The First Look” event on January 4 at CES 2026, unveiling its Device eXperience Division vision and new AI-driven customer experiences ahead of the world’s largest tech show.
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Samsung CES 2026 Event Details
| Event Detail | Information |
|---|---|
| Event Name | The First Look |
| Date & Time | January 4, 7:00 PM PST (January 5, 8:30 AM IST) |
| Venue | Latour Ballroom, Wynn Las Vegas |
| Keynote Speaker | TM Roh, CEO and Head of DX Division |
| Key Presenters | SW Yong (Visual Display), Cheolgi Kim (Digital Appliances) |
| Livestream | Samsung Newsroom, YouTube, Samsung TV Plus |
| Exhibition Dates | Through January 7 at Wynn Las Vegas |
What to Expect from Samsung’s Vision
TM Roh, CEO of Samsung’s Device eXperience Division, will headline the keynote presentation, outlining the company’s strategic direction for 2026. The DX Division encompasses smartphones, wearables, tablets, and connected devices—suggesting major announcements around Galaxy devices, AI integration, and ecosystem expansion.
Leadership Lineup: SW Yong, President of Visual Display Business, will share television and digital signage innovations, likely including next-generation display technologies and AI-powered viewing experiences. Cheolgi Kim, heading Digital Appliances, will reveal smart home appliance advancements integrating SmartThings ecosystem capabilities.
AI-Driven Experiences: Samsung explicitly highlights “new AI-driven customer experiences,” signaling deeper artificial intelligence integration across product lines. Expect announcements around on-device AI processing, enhanced SmartThings automation, and possibly generative AI features for Galaxy devices and home appliances.
Why ‘The First Look’ Matters
Hosting the event two days before CES 2026 officially opens gives Samsung a strategic advantage—capturing media attention before the trade show floor opens and competitors make announcements. This timing mirrors Apple’s approach of commanding headlines independently rather than competing for coverage during packed show days.
The livestream availability across Samsung Newsroom, YouTube, and Samsung TV Plus ensures global accessibility, allowing consumers and industry watchers worldwide to experience reveals simultaneously. Samsung’s exclusive Wynn Las Vegas exhibition running through January 7 provides hands-on demonstrations following the keynote.
Historical Context
Samsung traditionally uses CES for major product unveilings and strategic vision statements. Previous years saw announcements of flagship Galaxy S series phones, innovative display technologies, and ecosystem partnerships. The 2026 event’s AI focus aligns with industry trends as manufacturers race to differentiate through artificial intelligence capabilities.
Stay tuned to TechnoSports for live coverage and analysis, and visit Samsung Newsroom for official announcements and livestream links.
FAQs
Will Samsung announce new Galaxy phones at this event?
While not confirmed, the DX Division oversees mobile devices—Galaxy S26 series details or teasers are likely given Samsung’s typical CES timing.
Can I watch the event if I’m not attending CES?
Yes, Samsung will livestream on YouTube, Samsung Newsroom, and Samsung TV Plus globally at 7:00 PM PST / 8:30 AM IST.