Samsung Electronics has announced that it will host The First Look on January 4 at 7:00 PM PST, a preview event held two days before the opening of CES 2026 in Las Vegas. The session will take place at the Latour Ballroom at the Wynn Las Vegas and will highlight the company’s strategic direction for 2026, including new AI-powered customer experiences. The event will start at 8:30 AM IST on January 5 for viewers in India.
Key speakers and agenda
TM Roh, CEO and Head of the Device eXperience (DX) Division, will deliver the keynote address. Samsung said the presentation will outline the company’s roadmap for its DX businesses and demonstrate how AI will shape device integration in the coming year. SW Yong, President and Head of the Visual Display Business, and Cheolgi Kim, Executive Vice President and Head of the Digital Appliances Business, will also take the stage to detail plans for their respective divisions.
Live stream and broadcast details
Samsung will stream The First Look live on Samsung Newsroom, the company’s official YouTube channel, and Samsung TV Plus, its free ad-supported streaming service. The broadcast will allow global audiences to see Samsung’s announcements ahead of CES 2026, which continues to be the largest IT and consumer electronics showcase in the world.
Additional events at CES 2026
Alongside The First Look, Samsung will host additional events and demonstrations at its exclusive exhibition space at the Wynn Las Vegas. These sessions will run through January 7, featuring hands-on exhibits and product experiences across Samsung’s device categories.
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