Samsung just dropped the invitation for its biggest tech reveal of early 2026. The company's 'The First Look' event on January 4 promises to unveil AI-driven customer experiences across phones, TVs, and appliances, setting the stage for what could be Samsung's most ambitious product year yet.
Samsung is positioning itself for a major AI offensive in 2026. The company just announced 'The First Look,' a high-profile preview event scheduled for January 4 at 7:00 PM PST in the Latour Ballroom at the Wynn Las Vegas, two days before CES 2026 officially kicks off.
The timing isn't accidental. Samsung's getting ahead of the usual CES chaos by hosting its own exclusive showcase, where it plans to unveil its "vision for the DX (Device eXperience) Division in 2026, along with new AI-driven customer experiences," according to the official announcement.
TM Roh, CEO and Head of Samsung's Device eXperience Division, will deliver the keynote. This puts Samsung's mobile chief front and center, signaling that smartphones and connected devices are likely the main event. But it's not just about phones - SW Yong, who runs Samsung's Visual Display business, and Cheolgi Kim from Digital Appliances will also take the stage. That suggests we're looking at an ecosystem play spanning everything from Galaxy phones to smart TVs to AI-powered refrigerators.
The company's betting big on AI integration across its entire product lineup. Samsung's been playing catch-up to competitors like Apple and Google in the AI space, but recent moves suggest they're ready to make a serious push. The focus on "AI-driven customer experiences" hints at features that go beyond simple voice assistants or photo editing - we're likely looking at AI that learns user habits across multiple Samsung devices.
What makes this particularly interesting is Samsung's streaming strategy. The event will broadcast live on Samsung Newsroom, the company's official YouTube channel, and Samsung TV Plus, their ad-supported streaming service. By using Samsung TV Plus as a streaming platform, they're essentially turning their own FAST service into a product showcase - a clever way to drive engagement with their streaming platform while demonstrating its capabilities.
The exclusive exhibition at Wynn Las Vegas runs through January 7, giving Samsung four full days to demonstrate products away from the crowded CES show floor. This mirrors strategy of controlling its own narrative rather than getting lost in the CES noise. It's also a sign that Samsung wants premium treatment for whatever they're announcing.
