Samsung schedules its CES 2026 “First Look” presentation for Sunday, January 4 at 10 PM ET from the Wynn Hotel in Las Vegas, moving from its traditional midday Monday press conference slot to precede the main show.
The company covers a wide array of products at CES, including phones, computers, refrigerators, AI assistants, and rolling robots. This schedule adjustment positions Samsung’s event ahead of the official CES dates from January 6 to January 9 in Las Vegas. The presentation streams live, allowing global access to the company’s announcements.
Viewers access the stream through multiple platforms. Samsung Newsroom provides direct coverage. Samsung Electronics’ official YouTube channel hosts the live broadcast. Samsung TV Plus offers another viewing option. Engadget plans to embed the stream on its site once available.
TM Roh, CEO of Samsung’s Device eXperience (DX) Division, delivers the keynote address. He outlines the company’s plans for the new year and beyond. Samsung’s press release states these plans include “new AI-driven customer experiences.” Roh’s speech sets the stage for product directions across divisions.
SW Yong, President and Head of the Visual Display Business, joins the lineup. He shares directions for the visual display sector in the upcoming year. Cheolgi Kim, Executive Vice President and Head of Digital Appliances Business, also speaks. Kim details strategies for the digital appliances segment during the same period.
Samsung employs an “Advent calendar” approach to CES announcements. The company releases new press releases nearly daily leading up to the event. This method provides incremental reveals, building anticipation through consistent updates.
Announced products include a line of micro RGB TVs. Available screen sizes range from 55 to 115 inches. Competitors LG and Hisense offer similar models, positioning Samsung within this display technology category.
A full line of appliances incorporates Bespoke AI technology. These appliances integrate Samsung’s AI features, extending intelligent functionalities to home devices.
