Samsung First Look CES sets the tone for CES 2026 before the show floor even opens. This year, Samsung is moving its flagship keynote to Sunday night, taking the very first slot of the week-long tech event. As a result, the company positions itself as the opening act for CES, signaling how important this presentation has become for its broader strategy.
Samsung’s early move also raises expectations. With AI, displays, and smart devices all evolving quickly, the First Look keynote often hints at where consumer tech is headed next.
What is Samsung First Look CES
Samsung First Look CES is the company’s annual opening presentation at CES. Traditionally held on Monday, the keynote highlights Samsung’s vision for the coming year across TVs, home appliances, mobile devices, and emerging technologies.
For CES 2026, Samsung has shifted the event to Sunday night. This change allows Samsung to frame the week’s narrative before competitors take the stage. In addition, it gives the company more room to dominate headlines at the very start of the show.
How to watch Samsung First Look CES live
Samsung will stream the Samsung First Look CES keynote live from the Wynn Hotel in Las Vegas. The presentation takes place on Sunday, January 4 at 10:00 PM ET.
Viewers can watch the event through several official channels:
- Samsung Newsroom
- Samsung Electronics’ YouTube channel
- Samsung TV Plus
Samsung typically replays the keynote shortly after the live stream ends. Therefore, viewers outside North America can still catch the full presentation on demand.
Who is speaking at Samsung First Look CES
The keynote will be led by TM Roh, CEO of Samsung’s Device eXperience (DX) Division. He is expected to outline Samsung’s priorities for 2026, with a strong focus on AI-driven experiences.
In addition, Samsung has confirmed appearances from senior leaders across key divisions. Executives from the Visual Display and Digital Appliances businesses will also speak, sharing how their product lines will evolve over the next year.
Together, these segments usually blend high-level vision with early product direction.
What Samsung is expected to announce
While Samsung tends to keep its biggest reveals for later in the week, Samsung First Look CES still delivers meaningful previews. This year, several themes are already emerging.
Micro RGB TVs take center stage
Samsung has confirmed that Micro RGB displays will play a major role at CES 2026. These next-generation TVs promise improved brightness control, more accurate colors, and a wider range of screen sizes. Samsung plans to offer models ranging from 55 inches up to massive 115-inch displays.
Because LG and Hisense are also pushing similar technologies, Samsung’s approach will likely focus on differentiation through processing, design, and AI-driven image optimization.
Bespoke AI expands across appliances
Another major focus is Samsung’s Bespoke AI platform. The company has already teased new refrigerators, washers, and other appliances infused with AI features designed to adapt to user habits.
During Samsung First Look CES, expect Samsung to position these products as part of a connected ecosystem rather than standalone devices. That approach aligns with the company’s broader push toward smarter homes powered by contextual AI.
Will Ballie finally return?
One of the biggest open questions surrounds Ballie, Samsung’s small rolling home robot. Ballie has appeared at multiple CES events but missed its previously suggested release timeline.
Many viewers hope Samsung will provide an update during the keynote. Even a brief appearance could signal renewed momentum for Samsung’s robotics ambitions.
Why Samsung moved its keynote to Sunday
Samsung’s decision to move Samsung First Look CES to Sunday night reflects a strategic shift. CES has become increasingly crowded with announcements, making it harder for any single keynote to stand out.
By going first, Samsung gains two advantages. First, it captures attention before the news cycle fills up. Second, it shapes early conversations about AI, displays, and smart devices that other companies must respond to later.
This move also underscores Samsung’s confidence in its CES lineup.
How Samsung First Look CES fits into CES 2026
CES 2026 officially runs from January 6 to January 9. However, major press events begin earlier, starting with Samsung’s keynote. After First Look, companies like LG, Intel, AMD, and others will host their own presentations.
As always, Samsung’s opening keynote acts as a reference point. Analysts, journalists, and competitors often compare later announcements against the themes Samsung introduces at First Look.
Why Samsung First Look CES matters
Samsung First Look CES is not just a preview of upcoming products. It also serves as a statement about where Samsung believes consumer technology is headed. From AI-powered experiences to advanced display tech, the keynote offers early signals that shape expectations for the rest of CES.
For viewers, watching First Look provides valuable context. Even if specific products do not launch immediately, the ideas introduced often reappear across Samsung’s lineup throughout the year.
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