Samsung Electronics Unveils The First Look Event Ahead of CES 2026

Samsung Electronics has revealed its intentions to hold the annual ‘The First Look’ event on 4 January at 7 pm PST, just two days before CES 2026 begins. This exciting showcase will occur at the Latour Ballroom in the Wynn Las Vegas and will highlight the vision of the company’s DX Division for the upcoming year, featuring new AI-driven customer experiences.

Keynote Speakers at The First Look

TM Roh, the CEO and Head of the DX Division, will be the keynote speaker for the event. He will be accompanied by SW Yong, the President and Head of the Visual Display Business, along with Cheolgi Kim, Executive Vice President and Head of the Digital Appliances Business. This group will share Samsung’s strategic plans across essential product categories for 2026.

Livestream and Continued CES 2026 Activities

The First Look event will be livestreamed on Samsung Newsroom, Samsung’s official YouTube channel, and Samsung TV Plus. Following this significant event, Samsung will maintain its CES 2026 presence with exhibitions and demonstrations at its dedicated space within the Wynn Las Vegas running until 7 January.

Samsung emphasizes that its broader mission is firmly grounded in shaping the future of connected living. The company is relentlessly progressing technologies across televisions, smartphones, wearables, digital appliances, network systems, and automotive audio, alongside SmartThings integrations and AI capabilities throughout its range.