Samsung CES 2026 officially opens the world’s largest technology show — and this year, the company is changing the rules. Instead of its traditional Monday schedule, Samsung is moving its flagship presentation to Sunday night, positioning itself as the opening act of CES.
That shift alone signals how important this event has become for the company. Samsung doesn’t just attend CES — it sets the tone. From consumer electronics to AI-driven platforms, the brand’s announcements often shape the themes that dominate the show.
Here’s how to watch Samsung’s First Look presentation live, plus a clear breakdown of what the company is expected to reveal.
Samsung CES 2026: date and start time
Samsung’s First Look presentation at CES 2026 will take place on Sunday, January 4, at 10:00 PM Eastern Time. The event will be held in Las Vegas, just hours before CES officially begins.
By moving to a Sunday night slot, Samsung takes the lead role at CES 2026. This timing allows the company to frame key narratives around AI, displays, and connected devices before other major brands take the stage.
Where to watch the Samsung CES 2026 livestream
The Samsung CES 2026 First Look presentation will be streamed live across several official channels. Viewers can watch the event through Samsung’s digital platforms, including its newsroom, video channels, and smart TV services.
The livestream is expected to be available worldwide without registration. For those who miss the live broadcast, Samsung typically publishes a replay shortly after the event concludes.
To avoid missing early announcements, it’s best to join the stream a few minutes before the scheduled start time.
Why Samsung is opening CES this year
Samsung has long been one of CES’s most influential exhibitors. However, opening the show represents a strategic shift.
By leading CES 2026, Samsung positions itself as a company defining what consumer technology looks like in the year ahead. This approach aligns with its expanding focus on AI-driven experiences that span phones, TVs, appliances, and smart home ecosystems.
As a result, Samsung CES 2026 is less about individual products and more about long-term direction.
What to expect from Samsung CES 2026
Samsung has already hinted at several themes, even if full details remain under wraps. Based on confirmed information and recent announcements, a few areas stand out.
AI-powered consumer experiences
Artificial intelligence will play a central role in Samsung’s presentation. Rather than focusing on standalone features, the company is expected to highlight how AI connects devices into seamless, personalized experiences.
From home appliances to entertainment systems, Samsung continues to frame AI as an invisible layer that improves everyday interactions.
Next-generation display technology
Display innovation remains one of Samsung’s strongest pillars. At Samsung CES 2026, the company is expected to showcase new screen technologies, including advanced RGB displays and expanded size options.
These displays are likely to target both premium consumers and professional use cases, reinforcing Samsung’s leadership in visual technology.
Smart appliances and connected living
Samsung has steadily integrated intelligence into its appliance lineup. CES 2026 will likely expand on that strategy, with updates on connected kitchens, laundry systems, and energy-efficient home solutions.
Rather than introducing isolated products, Samsung typically presents these appliances as part of a unified ecosystem.
Gaming and immersive hardware
Gaming displays and immersive hardware may also appear during the presentation. Samsung has already previewed advanced gaming monitors, and CES offers a global stage to demonstrate how these products fit into the broader entertainment landscape.
Why this presentation matters
Samsung’s CES keynotes often influence how competitors frame their own announcements. By opening the show, Samsung gains a rare opportunity to define the conversation around AI, displays, and connected devices before anyone else.
For viewers, Samsung CES 2026 offers insight not only into upcoming products, but also into how one of the world’s largest technology companies sees the future of consumer electronics.
How this fits into CES week
CES 2026 runs from January 6 to January 9 in Las Vegas. Samsung’s Sunday night presentation sets the stage for days of product launches, demos, and industry discussions.
Following the keynote, Samsung will maintain a major presence on the show floor, where attendees can experience hands-on demonstrations of the technologies introduced during First Look.
Conclusion
Samsung CES 2026 marks a notable shift in how the company approaches the world’s biggest tech event. By opening CES with a Sunday night presentation, Samsung underscores its role as a leader in AI-driven consumer technology.
Whether you’re watching for display innovations, smart home developments, or broader strategic signals, the First Look presentation offers a clear view into Samsung’s priorities for the year ahead.
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