Samsung just set the stage for what could be the most anticipated CES presentation in years. The company announced 'The First Look' - a preview event on January 4 at the Wynn Las Vegas that will showcase its AI-driven vision for 2026, two days before CES officially opens. With three top executives headlining the event, Samsung is clearly preparing something significant for the world's largest consumer electronics showcase.
Samsung is making sure all eyes are on them before CES 2026 even begins. The company just announced 'The First Look' - a high-profile preview event scheduled for January 4 at 7 PM PST in the Latour Ballroom at the Wynn Las Vegas.
The timing isn't coincidental. By hosting the event two days before CES 2026 officially opens, Samsung is positioning itself to dominate the tech conversation from day one. The company plans to unveil its vision for the Device eXperience (DX) Division in 2026, with particular emphasis on new AI-driven customer experiences.
TM Roh, CEO and Head of Device eXperience Division, will deliver the keynote - a clear signal that Samsung's mobile and device strategy is getting a major refresh. Joining him on stage are SW Yong, President and Head of the Visual Display Business, and Cheolgi Kim, Executive Vice President and Head of Digital Appliances Business. Having three division heads present together suggests Samsung is preparing to announce cross-platform AI integration across its entire product ecosystem.
The Korean tech giant is pulling out all stops for visibility. The event will stream live on Samsung Newsroom, the company's official YouTube channel, and Samsung TV Plus, their free ad-supported streaming service. This multi-platform approach indicates Samsung expects significant industry attention.
What makes this particularly intriguing is Samsung's timing strategy. While most companies save their biggest announcements for the main CES stage, Samsung is betting that a pre-show event will generate more buzz. It's a move that echoes Apple's approach of hosting separate events to control their narrative, though Samsung is doing it within the CES ecosystem rather than avoiding the show entirely.
The AI focus comes at a crucial moment for Samsung. The company has been racing to catch up with competitors in the AI space, particularly as Google and Apple have made significant strides in integrating AI across their device ecosystems. Samsung's Galaxy AI initiative launched earlier this year, but industry observers have been waiting to see how the company plans to differentiate its AI approach.
