Samsung will be showcasing its 2026 DX vision, as well as innovative AI-driven experiences, during The First Look event at CES 2026 on January 4. TM Roh and other top business leaders will conduct the presentation, which will showcase the company’s strategic direction and developments for the coming year.
Samsung Electronics will hold an event called The First Look on January 4 at 7:00 PM PST (8:30 AM IST on January 5) in the Wynn Las Vegas’ Latour Ballroom. This event will take place just two days before the world’s largest IT and consumer electronics show, CES 2026. During The First Look, Samsung will reveal its vision for the Device eXperience (DX) Division in 2026, as well as new AI-powered customer experiences aimed at improving user engagement and device integration.
Samsung Electronics’ event will be live streamed on numerous platforms, including Samsung Newsroom, their own YouTube channel, and Samsung TV Plus, a free ad-supported streaming service. In addition to the live stream, Samsung will be hosting additional events and displays at its own site in Wynn Las Vegas, which will run until January 7.
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TM Roh, the CEO and Head of the Device eXperience Division, will give the keynote talk. SW Yong, President and Head of the Visual Display Business, and Cheolgi Kim, Executive Vice President and Head of the Digital Appliances Business, will also be onstage. They are scheduled to share their strategic objectives and insights for their different business sectors for the coming year, emphasising Samsung’s dedication to innovation and forward-thinking in consumer technology.
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The exhibition at Wynn Las Vegas will be displaying AI-enhanced appliances, sophisticated TVs, and SmartThings home experiences. Although details are kept confidential, Samsung intends to position 2026 as the turning point for converged intelligence, discussing AI’s impact on areas such as picture processing, energy efficiency, predictive maintenance, and device interoperability, all of which are becoming increasingly important in the premium market.
