Samsung will host “The First Look” event on January 4, 2026, at 7:00 PM PST at Wynn Las Vegas two days before CES 2026 officially opens . CEO TM Roh will unveil the AI-first roadmap for Samsung’s DX Division, covering smartphones, TVs, and smart appliances. The event livestreams on Samsung Newsroom, YouTube, and Samsung TV Plus .
Samsung is setting the stage for its most ambitious CES presence yet. The company has officially announced “The First Look,” a pre-CES event designed to unveil its AI-driven vision for 2026 across phones, TVs, and home appliances. Here’s what you need to know about the event, the key speakers, and what Samsung might reveal.
What Is Samsung’s ‘The First Look’ Event?
Samsung’s ‘The First Look’ is an exclusive preview event scheduled for January 4, 2026, at 7:00 PM PST in the Latour Ballroom at the Wynn Las Vegas . This event takes place two days before CES 2026 officially opens on January 6.
The event will showcase Samsung’s vision for its Device eXperience (DX) Division in 2026, with a strong focus on new AI-driven customer experiences . By hosting its own pre-show event, Samsung positions itself ahead of the usual CES chaos, controlling its narrative in a premium, exclusive setting.
How to Watch the Livestream
The event will be streamed live on:
- Samsung Newsroom
- Samsung Electronics’ official YouTube channel
- Samsung TV Plus (FAST service)
Key Speakers and What They’ll Announce
Samsung is bringing its top executives to the stage, signaling major announcements across multiple product categories.
| Speaker | Position | Expected Focus |
|---|---|---|
| TM Roh | CEO & Head of DX Division | Smartphones, Galaxy AI, connected devices |
| SW Yong | President, Visual Display Business | Smart TVs, displays, gaming monitors |
| Cheolgi Kim | EVP, Digital Appliances Business | AI-powered home appliances |
TM Roh as the keynote speaker suggests smartphones and connected devices will be the main attraction. However, the presence of display and appliance executives confirms Samsung is presenting a unified ecosystem strategy spanning the entire DX Division.
Samsung’s AI-First Strategy for 2026
Samsung’s 2026 roadmap centers on AI-driven experiences. The company has already demonstrated its AI commitment with Galaxy AI features like Personal Data Engine, Now Brief, Audio Eraser, and Drawing Assist on the Galaxy S25 series.
For 2026, expect Samsung to expand these AI capabilities across:
- Smartphones: Deeper Gemini integration, enhanced Circle to Search, AI-powered writing and imaging tools
- Smart TVs: AI-powered upscaling, smart home integrations, and personalized content recommendations
- Home Appliances: Refrigerators with AI Vision Inside, Auto Open Door functions, and predictive maintenance
What to Expect at Samsung’s CES 2026 Booth
Samsung secured the largest premium exhibit space at CES 2026, relocating from the Las Vegas Convention Center to the Wynn and Encore Las Vegas. This marks Samsung’s biggest CES exhibition to date.
Key highlights include:
- Unified ecosystem showcase: TV and home appliance exhibits merged under one roof
- Exclusive exhibition: Runs through January 7 at Wynn Las Vegas
- Immersive connected experience: Demonstrating how Samsung devices work together seamlessly
Samsung’s CES 2026 Innovation Awards
Samsung has already won multiple CES 2026 Innovation Awards, including two Best of Innovation titles. Standout winners include:
- Galaxy XR: Samsung’s spatial computing headset that merges physical and virtual worlds using AI and gesture controls
- LPDDR6 Memory: Offers 21% better energy efficiency than its predecessor with enhanced security for AI workloads
The full list of award-winning products will be announced on January 4, 2026.
How This Compares to Previous Samsung CES Events
This year’s approach differs significantly from past CES appearances:
| Aspect | Previous Years | CES 2026 |
|---|---|---|
| Location | Las Vegas Convention Center | Premium Wynn & Encore venue |
| Booth Size | Large | Largest among all exhibitors |
| Product Silos | Separate TV and appliance showcases | Unified ecosystem experience |
| Pre-Show Event | Standard press conference | Exclusive ‘First Look’ with keynote |
FAQ Section
When is Samsung’s CES 2026 event?
Samsung’s ‘The First Look’ event takes place on January 4, 2026, at 7:00 PM PST at the Wynn Las Vegas .
Where can I watch Samsung’s CES 2026 livestream?
The event streams live on Samsung Newsroom, Samsung’s official YouTube channel, and Samsung TV Plus .
Who is speaking at Samsung’s CES 2026 event?
TM Roh (CEO, DX Division), SW Yong (President, Visual Display), and Cheolgi Kim (EVP, Digital Appliances) will present .
What will Samsung announce at CES 2026?
Samsung will unveil its AI-first DX Division roadmap for 2026, including new AI-driven experiences for phones, TVs, and appliances.
When does CES 2026 officially start?
CES 2026 runs from January 6–9, 2026, in Las Vegas.
Has Samsung won any CES 2026 awards?
Yes, Samsung won multiple CES 2026 Innovation Awards, including Best of Innovation for Galaxy XR and LPDDR6 memory.
Featured Snippet Boxes
Samsung’s ‘The First Look’ Event
Date: January 4, 2026
Time: 7:00 PM PST
Venue: Latour Ballroom, Wynn Las Vegas
Livestream: Samsung Newsroom, YouTube, Samsung TV Plus
Key Speakers
TM Roh (CEO, DX Division), SW Yong (Visual Display President), and Cheolgi Kim (Digital Appliances EVP) will present Samsung’s 2026 AI-first vision spanning smartphones, TVs, and home appliances.
CES 2026 Dates
CES 2026 officially runs January 6–9, 2026, in Las Vegas. Samsung’s pre-show event on January 4 kicks off Media Days.
