Samsung, widely regarded as the dominant force at CES thanks to its expansive portfolio—from smartphones and laptops to smart appliances, AI assistants, and even rolling robots—is shaking up tradition this year. Instead of its usual Monday midday press conference, the Korean tech giant will open CES 2026 with a high-profile Sunday night presentation.
For weeks, Samsung has teased announcements, but one of the most anticipated updates is on Ballie, the AI-powered home robot that stole the spotlight at previous CES events. Originally slated for a 2025 release, Ballie’s absence has fueled speculation about what’s next for Samsung’s robotics ambitions.
How to Watch “The First Look”
Samsung’s “The First Look” event will stream live from the Wynn Hotel in Las Vegas on Sunday, January 4 at 10 PM ET (5 AM the next day in Central Africa Time (CAT). Viewers can tune in via:
- Samsung Newsroom
- Samsung Electronics’ official YouTube channel
- Samsung TV Plus
What to Expect from Samsung at CES 2026
The keynote will feature TM Roh, CEO of Samsung’s Device eXperience (DX) Division, outlining the company’s vision for 2026 and beyond, with a strong focus on AI-driven customer experiences. Joining him will be:
- SW Yong, President and Head of Visual Display Business
- Cheolgi Kim, EVP and Head of Digital Appliances Business
Both will share strategic directions for their respective divisions.
Confirmed Announcements So Far
Samsung has adopted an “Advent calendar” approach to CES, releasing daily teasers. Here’s what’s confirmed:
- Micro RGB TVs: Competing with LG and Hisense, Samsung will unveil models ranging from 55 to 115 inches.
- Bespoke AI Appliances: A full lineup of smart home devices powered by Samsung’s AI platform.
- New Audio Gear: Music Studio 5 and Music Studio 7 speakers.
- Freestyle+ Portable Projector: The latest iteration of Samsung’s popular projector series.
Just before the holidays, Samsung introduced new gaming monitors, headlined by the Odyssey 32-inch 6K display with glasses-free 3D. Expect to see this flagship model at CES, alongside the Odyssey G6 (27-inch) and Odyssey G8.
Samsung is expected to reveal more details as the January 4 event approaches. We’ll keep updating this story with the latest announcements.
