Samsung enters CES 2026 with a clear objective: define how artificial intelligence reshapes everyday life through connected devices, services, and ecosystems. The company will not focus on a single breakthrough product. Instead, Samsung will present a cohesive vision that blends AI, hardware, software, health technology, startups, and immersive experiences into one unified narrative.
CES 2026 takes place in Las Vegas from January 6 to January 9, but Samsung will begin shaping conversations even earlier. The company plans announcements, exhibitions, and leadership appearances that signal a strategic shift from feature-driven innovation to experience-driven technology.
Samsung’s “First Look” Event Sets the Tone
Samsung will open its CES presence with “The First Look” on January 4, 2026, at the Wynn Las Vegas. This event traditionally focuses on display technology, but Samsung will expand the scope in 2026. Executives will outline the company’s Device eXperience (DX) strategy for the year ahead, with AI as the foundation.
Samsung will explain how it embeds AI across televisions, smartphones, home appliances, wearables, and cloud services. The company wants users to experience AI as an invisible assistant rather than a standalone feature. This approach reflects Samsung’s belief that AI should enhance daily routines without demanding constant user attention.
A Standalone Exhibition Hall Redefines Engagement
Samsung will operate a large standalone exhibition hall at the Wynn Las Vegas instead of relying solely on traditional CES booth space. This decision marks a significant change in how the company engages with media, partners, and consumers.
The standalone venue will host product demos, executive talks, startup showcases, and interactive experiences under one roof. Samsung aims to control the narrative and environment, allowing visitors to explore technologies without the distractions of crowded convention floors.
The company has branded this experience around the theme “Your Companion to AI Living.” Through guided demonstrations, Samsung will show how devices communicate with each other, adapt to user behavior, and anticipate needs across home, work, and health scenarios.
New Leadership Takes the Global Stage
CES 2026 will also serve as the global debut for Samsung’s new CEO, Roh Tae-moon. This appearance carries symbolic weight. Roh will represent Samsung’s next leadership phase at a time when global competition intensifies, especially from Chinese electronics manufacturers and AI-focused startups.
Roh and other senior executives will discuss Samsung’s long-term strategy, including AI-first product design, ecosystem integration, and global market positioning. Analysts expect Samsung to emphasize resilience, premium differentiation, and innovation at scale.
AI Becomes the Core of Samsung’s Product Strategy
Samsung will highlight AI not as a future promise but as a deployed capability. The company plans to demonstrate real-world AI applications across devices and services.
One of the most discussed initiatives involves a new Brain Health service. This service aims to detect early signs of cognitive decline, including dementia, by analyzing voice patterns, sleep behavior, and daily activity data collected through Samsung devices. Samsung positions this initiative as part of its broader push into preventive digital health.
Samsung will also showcase AI features that enhance productivity, accessibility, and personalization. These capabilities will rely on on-device processing combined with cloud intelligence, ensuring faster response times and improved data privacy.
C-Lab Startups Take a Bigger Role Than Ever
Samsung will showcase 15 startups from its C-Lab incubation programs at CES 2026. This marks one of the largest C-Lab presences in the program’s history. These startups operate in AI, robotics, digital health, fintech, creative tools, and emerging interfaces.
Seventeen of these startups have already earned CES Innovation Awards, including two Best of Innovation honors. Samsung will highlight how C-Lab transforms internal ideas and external concepts into scalable businesses.
Notably, Samsung has expanded regional participation. Startups from cities such as Daegu, Gwangju, and Gyeongbuk will appear at CES for the first time under the C-Lab banner. This move reflects Samsung’s commitment to building innovation ecosystems beyond Seoul.
Visitors will encounter technologies such as AI-powered video editing, multilingual dubbing engines, on-device large language models, mental wellness platforms, digital scent interfaces, and pet health diagnostics. Samsung uses these showcases to demonstrate how early-stage innovation feeds into long-term product strategy.
Display and TV Technology Pushes Color Accuracy Further
Samsung will once again use CES to reinforce its leadership in display technology. In 2026, the company will focus heavily on Micro RGB TV technology. These displays use extremely small red, green, and blue LEDs, each measuring under 100 micrometers, to deliver higher color precision and brightness.
Samsung will explain how AI improves picture quality by analyzing content type, lighting conditions, and viewing habits in real time. The company will position its TVs not just as screens but as intelligent hubs for entertainment, gaming, fitness, and smart home control.
Audio and Portable Display Innovation Expands
Samsung will also spotlight advances in audio and portable display products. The company plans to showcase new Music Studio series speakers that deliver spatial audio experiences enhanced by AI-based acoustic tuning. These speakers will integrate seamlessly with Samsung TVs, smartphones, and smart home devices.
Samsung will also highlight the Freestyle+ portable projector. This device uses AI-powered OptiScreen technology to automatically adjust focus, color, and geometry based on projection surface and environment. Samsung aims to show how portable displays can deliver premium experiences without complex setup.
Mobile Innovation Supports the Ecosystem Story
While Samsung does not traditionally launch flagship smartphones at CES, the company will still reference its recent mobile innovations. Industry observers expect Samsung to highlight the Galaxy Z TriFold smartphone, which debuted in late 2025 and enters broader markets in 2026.
Samsung will frame mobile devices as control centers for AI-driven experiences. Phones will connect health data, smart home automation, entertainment, and productivity tools into a single personalized interface.
Ecosystem Thinking Replaces Product Silos
Samsung’s biggest message at CES 2026 will not revolve around one device or feature. The company wants to demonstrate how everything connects. TVs talk to phones. Wearables inform health services. Appliances adapt to daily routines. AI coordinates the entire system.
This ecosystem approach reflects a broader industry shift away from isolated hardware toward integrated platforms. Samsung believes its scale, vertical integration, and global reach give it an advantage in delivering this vision.
Conclusion: Samsung Sets the Tone for 2026
Samsung arrives at CES 2026 with confidence, clarity, and ambition. Through AI-driven experiences, startup ecosystems, health innovation, and immersive exhibitions, the company will present a vision that extends far beyond consumer electronics.
By focusing on integration rather than isolated breakthroughs, Samsung aims to define how people live with technology in 2026 and beyond. CES 2026 will not simply showcase Samsung’s products—it will reveal how the company plans to shape the next phase of connected, intelligent living.
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