Samsung is arguably the 800-pound gorilla of CES, with a full line of products ranging from phones and computers to refrigerators to AI assistants and rolling robots. But to make up for it, the company is making a slight change to the schedule: Instead of its longtime afternoon Monday press conference situation, the Korean giant will move the entire show with a Sunday night presentation.
Samsung has already given some hints as to what’s on the agenda, but what we’re really hoping to see is an update – a star of past CES presentations that clearly missed its earlier promise.
How to watch Samsung’s “The First Look” presentation at CES 2026
The event will stream live from the Wynn Hotel in Las Vegas on Sunday, January 4 at 10 pm ET. There are several ways to tune in: you can watch via, or via Samsung TV Plus. (We’ll embed the stream here as soon as it appears on the channel.)
What to expect from Samsung at CES 2026?
The keynote speaker will be TM Roh, CEO of Samsung’s Device Experience (DX) division, discussing the company’s plans for the new year and beyond, which (of course) will include the company’s “new AI-powered customer experiences.” In addition, we will hear from SW Yong, President and Head of Visual Display Business, and Cheolgi Kim, Executive Vice President and Head of Digital Equipment Business. They will both “share their respective business directions for the coming year.”
But if you’re looking for more specifications, Samsung is following its “advent calendar” approach to early CES announcements, with drops dropping almost every day. So far, we know that – like competitors LG and Hisense – the company will introduce specifications in a row (with confirmed screen sizes ranging from 55 to 115 inches). Also confirmed: a whole range of devices said to be from Samsung.
It’s likely that Samsung will unveil its CES plans in more detail as the January 4 event approaches, so we’ll update this story accordingly when that happens.
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