Tune In to Samsung's 'First Look' Session at CES 2026

Samsung Leads the Way with a Sunday Showcase

Samsung, renowned for its vast array of products from smartphones and laptops to smart home gadgets and AI robots, is set to be a key player at CES 2026. Breaking tradition from its usual midday Monday slot, the tech giant will now launch the exhibition with a presentation on Sunday evening.

The agenda is partially revealed but the highlight many are waiting for is an update on the Ballie robot, a centerpiece from past CES exhibits that did not meet its expected 2025 release.

Viewing Samsung's 'First Look' at CES 2026

The presentation is set to be broadcast live from Las Vegas's Wynn Hotel on Sunday, January 4 at 10PM Eastern Time. Viewers have various options: Samsung's Newsroom platform, the official YouTube channel of Samsung Electronics, or Samsung TV Plus. (The stream will be integrated into our site once it becomes available.)

Anticipations for Samsung at CES 2026

The keynote will be delivered by TM Roh, CEO of the Device eXperience (DX) Division. He will outline Samsung's strategic plans and focus areas, emphasizing innovations in AI-driven experiences, as per the official press release. Additionally, insights from SW Yong, President and Head of Visual Display Business, as well as Cheolgi Kim, Executive VP and Head of Digital Appliances, will be offered to outline their annual objectives.

For those curious about finer details, Samsung is adopting an "Advent calendar" method for initial announcements, consistently releasing new information. Up to now, it's been confirmed that, akin to competitors like LG and Hisense, Samsung will provide updates on their micro RGB TV series, with sizes ranging between 55 and 115 inches. The introduction of a comprehensive range of Bespoke AI-powered appliances is also anticipated.

As the event date of January 4 approaches, it is expected that Samsung will reveal more about its CES strategies, and updates will be made available as they come.