Samsung just dropped the invite for what could be its biggest CES moment yet. The Korean tech giant will host 'The First Look' on January 4 at the Wynn Las Vegas, promising to unveil its 2026 vision for AI-driven customer experiences across its entire device ecosystem. With three top executives taking the stage, this isn't just another product tease - it's Samsung's opening move in next year's AI arms race.
Samsung is making its biggest CES bet in years. The company's announcement of 'The First Look' - a January 4 preview event at the Wynn Las Vegas - comes loaded with promises of AI-driven customer experiences that could reshape how we interact with everything from smartphones to smart fridges. The timing tells the story: two days before CES 2026 officially opens, Samsung wants the spotlight all to itself.
The executive lineup reveals just how seriously Samsung is taking this moment. TM Roh, who runs the Device eXperience division that includes Galaxy phones, will deliver the keynote. But he won't be alone - SW Yong from Visual Display (think TVs and monitors) and Cheolgi Kim from Digital Appliances (the smart home stuff) are also taking the stage according to Samsung's announcement. When three division heads appear together, you know something big is coming.
What makes this particularly intriguing is Samsung's emphasis on 'AI-driven customer experiences' rather than just AI features. The distinction matters. While competitors have been racing to cram AI into individual products, Samsung appears to be positioning for something more comprehensive - an integrated AI experience that spans your phone, TV, kitchen appliances, and everything in between.
The Korean giant has been quietly building toward this moment. Its Galaxy AI features launched earlier this year showed promise but felt fragmented across different product lines. Industry watchers have been waiting for Samsung to connect these dots into a cohesive ecosystem that could rival Apple's seamless device integration or Google's AI-first approach.
Samsung's streaming strategy also signals broad ambitions. The event will broadcast live on Samsung Newsroom, the company's YouTube channel, and Samsung TV Plus - their free streaming service. This isn't a developer conference or enterprise pitch; it's a direct-to-consumer play designed to generate mainstream excitement.
The Las Vegas venue choice adds another layer of intrigue. The Latour Ballroom at the Wynn isn't just prestigious - it's intimate enough for detailed product demonstrations but large enough for major announcements. Samsung has booked the space through January 7, suggesting multiple days of exhibitions and hands-on experiences that go beyond a single keynote.
