In the lead-up to CES 2026 (previewed here), Samsung will kick off the show with its First Look press conference on January 4, streaming live from Las Vegas. The event features key executives discussing AI innovations and future product directions, with expected updates on appliances, displays, and possibly the Ballie robot.
Samsung is hosting its First Look presentation on Sunday, January 4, 2026, at 10PM ET from the Wynn Hotel in Las Vegas, ahead of the main CES event. The livestream will be available on Samsung Newsroom, the company's official YouTube channel, and Samsung TV Plus.
TM Roh, CEO of Samsung's Device eXperience Division, leads the keynote, outlining plans for "new AI-driven customer experiences." Joining him are SW Yong, President and Head of the Visual Display Business, and Cheolgi Kim, Executive Vice President and Head of the Digital Appliances Business.
Teased announcements include a new line of micro RGB TVs in sizes from 55 to 115 inches and a full range of Bespoke AI-infused appliances. Observers anticipate news on the Ballie robot, previously demoed at CES but delayed from 2025.
This early event highlights Samsung's expansive CES presence across phones, computers, refrigerators, and AI assistants, using an "Advent calendar" of press releases to build anticipation.
